Tüketici Etnosentrizmi, Çevre Etkisi Ve Yerli Üretim Ürünleri Satın Alma Niyeti Arasındaki İlişkinin İncelenmesi
Author :
Abstract
Son dönemde hem dünya hem Türkiye’de ekonomik ve siyasal çerçevede yaşanan gelişmeler ile beraber ülkeler yönlerini yerelleşmeye doğru çevirmişlerdir. Araştırmalarda tüketici etnosentrizmi genellikle yabancı ürünlere yönelik algılar ile ilişkisi çerçevesinde incelenmektedir. Bu çalışmada da bu eksikliğe yönelik olarak özellikle son dönemde gündeme gelen yerli üretim ürünlerinin kullanılması tüketici etnosentrizmi çerçevesinde araştırılmaktadır. Araştırmanın temel amacı tüketici etnosentrizmi, çevre etkisi ve yerli üretim ürünleri satın alma niyeti arasındaki ilişkinin incelenmesidir. Bu çerçevede ortaya konan hipotezler tüketicilerden yapılandırılmış anket formu aracılığı ile toplanan veriler analiz edilerek test edilmiştir. Çalışmada tanımlayıcı istatistikler, açıklayıcı ve doğrulayıcı faktör analizleri, güvenilirlik analizi ve hipotezleri test etmek amacıyla YEM analizlerinden oluşmaktadır. Yapılan analizler sonucunda tüketici etnosentrizmi ile yerli üretim ürünleri satın alma niyeti arasında pozitif bir ilişkinin olduğu ortaya konmuştur. Bunun yanı sıra çevre etkisi ile hem tüketici etnosentrizmi hem de yerli üretim ürünleri satın alma niyeti arasında pozitif yönlü bir ilişki tespit edilmiştir. Ayrıca tüketici etnosentrizminin çevre etkisi ile yerli üretim ürünleri satın alma niyeti arasındaki ilişkide aracılık etkisi gösterdiği belirlenmiştir.
Keywords
Abstract
Countries have turned their direction towards localization with recent economic and political developments in Turkey and the World. Generally consumer ethnocentrism examined within relationship perceptions about foreign products in the research. In this study, consumer ethnocentrism is investigated within the framework of using Turkish domestic production products, which have been on the agenda recently in Turkey. The main purpose of the study is investigated the relationship between consumer ethnocentrism, environmental impact and intention to purchase products of domestic production. The hypotheses were tested by analyzing the data, which are collected from the consumers via structured questionnaire form. In this study, descriptive statistics, reliability analysis, explanatory factor analysis (AFA) and confirmatory factor analyzes (DFA), and hypothesis are examined. As a result of the analyzes, it was found out that there is a positive relationship between consumer ethnocentrism and the intention to purchase domestic products. In addition, a positive relationship was found out between the environmental impact and the intention to purchase both consumer ethnocentrism and domestic production products. Lastly, it has been determined that consumer ethnocentrism acts as mediator in the relationship between the environmental impact and the intention to purchasing domestic products.
Keywords
- Ajzen, I. (1991) “The theory of planned behavior”, Organizational Behavior and Human Decision
- Ajzen, I. (1991) “The theory of planned behavior”, Organizational Behavior and Human Decision Processes 50 (2), s.179–211.
- Balabanis, G., ve Diamandopulos, A. (2004). Domestic country bias, country of origin effectsand consumer ethnocentrism: A multidimensional unfolding approach. Journal of the Academy of Marketing Science, 32 (1): 80-95.
- Erdogan, B. ve Uzkurt, C. (2010). Effects of ethnocentric tendency on consumers‟ perceptionof product attitudes for foreign and domestic products. Cross Cultural Management: An International Journal, 17: 393-406.
- Han, C. M., (1988). The role of consumer patriotism in the choice of domestic versus foreign products. Journal of Advertising Research, 2 (5): 25-32.
- Hsu, M. H., ve Chiu, C. M., (2004) “Internet self-efficacy and electronic service acceptance”, Decision support systems, 38 (3), s. 369-381.
- Klein, J., Ettenson, R. ve Morris, M. D. (1998). “The animosity model of foreign product purchase: An empirical test in the people’s republic of china”, Journal of Marketing, 62, 89–100.
- Kline, R. B. (1998). Software review: Software programs for structural equation modeling: Amos, EQS, and LISREL. Journal of psychoeducational assessment, 16(4), 343-364.
- Küçükemiroğlu, O. (1999). Market Segmentation by Using Consumer Lifestyle Dimensions and Ethnocentrism An Empirical Study, European Journal of Marketing, 33(5-6), 470-487.
- Lin, Hsiu-Fen., (2007)"Predicting consumer intentions to shop online: An empirical test of competing theories." Electronic Commerce Research and Applications 6.4, 2007, s. 433-442.
- Mutlu, M. H., Çeviker, A. ve Çirkin Z. (2011). Tüketici etnosentrizmi ve yabancı ürün satın alma niyeti: Türkiye Suriye üzerine karşılatırmalı analiz, Sosyo Ekonomi,1: 52-74.
- Nadiri, H. ve Tümer, M. (2010). Influence of ethnocentrism on consumers‟ intention to buydomestically produced goods: an empirical study in North Cyprus. Journal of Business Economics and Management, 11: 444-461.
- Nguyen, T. D., Nguyen, T. T. M. ve Barret, N. J. (2008). Consumer ethnocentrism, culturalsensitivity, and ıntention to purchase local products-evidence from Vietnam. Journal of Consumer Behaviour, 7 (1): 88-100.
- Pande, A. C., & Soodan, V. (2015). Role of consumer attitudes, beliefs and subjective norms aspredictors of purchase behaviour: a study on personal care purchases. The Business & Management Review, 5(4), 284
- Shoham, A. ve Brencic, M.M. (2003). Consumer ethnocentrism, attitudes and purchase behavior: an Israel study. Journal of International Consumer Marketing, 15: 67-86.
- Shimp, T.A., Sharma, S. (1987). Consumer ethnocentrism: construction and validation of CETSCALE. Journal of Marketing Research, 24(8): 280-289.
- Tayfun, A. ve Gürlek, M. (2014), Tüketici Etnosantrizminin Yerli Turistik Ürün Satın Alma Niyeti Üzerindeki Etkisi, Journal fo Tourism and Gastronomy Studies, 2(2), 34-45.
- Topçu, U.C. ve Kaplan, M. (2015), Willingness to buy foreign products in relation to ethnocentrictendencies and worldminded attitudes of consumers, Procedia – Social and Behavioral Science, Vol: 207, 157-164.
- Vabø, M., & Hansen, H. (2016). Purchase intentions for domestic food: a moderated TPB- explanation. British Food Journal, 118(10), 2372-2387.
- Wall, M. ve Heslop, L. A. (1986). Consumer attitudes towards the quality of domestic and ımported apparel and footwear. Journal of the Academy of Marketing Science, 14 (2): 27-36.
- Wang, C.L., ve Chen, Z.X. (2004). Consumer Ethnocentrism and Willingness to Buy DomesticProducts in a Developing Country Setting: Testing Moderating Effects, Journal of Consumer Marketing, 21 (6), 391-400.
- Wel, C. A. C., Alam, S. S., & Omar, N. A. (2015). The Effect of Ethnocentrism and Patriotism onConsumer Buying Intention. In Int’l Conference on Business, Marketing & Information System Management (BMISM’15) Nov (pp. 25-26).
