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Yeşil Pazarlama Anlayışında Tüketicilerin Plastik Poşet Kullanımına Yönelik Bakış Açıları: Belçika Örneği

Year 2019, Volume: 5 Issue: 1, 34 - 45, 20.02.2019
https://doi.org/10.30855/gjeb.2019.5.1.003

Abstract

Günümüzde tüketicilerin çevresel
kaygıları plastiklerin çevreye verdiği zararla birlikte artmıştır. Plastik
poşetler; doğada uzun yıllar çözünmemesi, çözünürken zehirli kimyasallar ile
çevreyi kirletmesi ve kanserojen olması gibi sebeplerle dünya üzerinde büyük
tahribatlara yol açmaktadır. Sosyal sorumluluk bilinci ile hareket eden
devletler, bu tahribatları engellemek için önlem alırken, işletmelerin de aynı
bilinç ile pazarlama faaliyetleri yürütmesi gerekmektedir. Toplumsal pazarlama
anlayışı çerçevesinde hareket eden bazı işletmeler tüketicilerin çevresel
kaygılarını bilerek plastik poşetleri ücretlendirme, doğada daha kısa sürede
çözünebilir poşetler kullanma, ürün portföylerine bez torbalar ekleme gibi
yollara başvurmaktadır. Bu çalışmanın amacı Belçika’da yaşayan tüketicilerin
plastik poşet kullanmaya yönelik tutum ve davranışlarını öğrenmektir. Bu
kapsamda kolayda örnekleme yöntemi ile tespit edilen 344 tüketiciden anket
yoluyla veri toplanmıştır. Veriler SPSS 16.0 paket programıyla frekans ve
ki-kare analizi yapılarak değerlendirilmiştir. Araştırma sonucunda katılımcı
kadınların plastik poşet karşıtı tutumlarının daha yüksek olduğu, yasal
düzenlemelerin uzun dönemde etkili olduğu; ancak, bu etkilerin devamlılığı için
bilgilendirici eğitimler verilmesi gerektiği ortaya çıkmıştır.

References

  • Ayalon, O., Goldrath, T., Rosenthal, G., & Grossman, M. (2009). Reduction of plastic carrier bag use: an analysis of alternatives in Israel. Waste Management, 29(7), 2025-2032. doi:10.1016/j.wasman.2009.02.016
  • Cherrier, H. (2006). Consumer identity and moral obligations in non-plastic bag consumption: a dialectical perspective. International Journal of Consumer Studies, 30(5), 515-523. doi:10.1111/j.1470-6431.2006.00531x
  • Convery, F., McDonell, S. & Ferreira S. (2007). The most popular tax in Europe? Lessons from the Irish plastic bags levy. Environmental and Resource Economic, 38(1), 1-11. Erişim adresi: https://link.springer.com/article/10.1007%2Fs10640-006-9059-2
  • Gandhi, M. & Sen, K. (2013). Environmentally responsive consumption: A study of young consumers in India. International Journal of Multidisciplinary Thought, 3(2), 439–447. Erişim Adresi: https://www.researchgate.net/profile/Dr_Meenakshi_Gandhi/publication/263238573_1_Environmentally_responsive_Consumption_Behaviour__A_study_of_young_Consumers_in_India/ links/0a85e53a3f69778158000000.pdf
  • Hasson, R., Leiman A. & Visser M. (2007). The economics of plastic bag legislation in South Africa. South African Journal of Economics, 75(1), 66-83. doi:10.1111/j.1813-6982.2007.00101x
  • Haytko, D. & Matulich, E. (2008). Green advertising and environmentally responsible consumer behaviours: linkages examined. Journal of Management and Marketing Research, 1(2), 1-11. doi:10.5539/ass.v8n5p46
  • Homonoff, A. T. (2013). Can small incentives have large effects? The impact of taxes versus bonuses on disposable bag use. Princeton University, Industrial Relations Section. Erişim Adresi: https://www.jstor.org/stable/pdf/prancotamamnta.105.64.pdf?seq=1#page_scan_tab_contents
  • Jakovcevic A., Steg, L., Mazzeo, N., Caballero, R., Franco, P., Putrino, N., & Favara, J. (2014). Charges for plastic bags: motivational and behavioral effects. Journal of Environmental Psychology, 40, 372-280. doi:10.1016/j.jenvp.2014.09.004
  • Muralidharan, S. ve Sheehan K. (2016). Tax and fee message frames as inhibitors of plastic bag usage among shoppers: a social marketing application of the theory of planned behavior. Social Marketing Quarterly, 22(3), 200-217. doi:10.1177/1524500416631522
  • Ohtomo, S. & Ohnuma, S. (2014). Psychological interventional approach for reduce resource consumption: reducing plastic bag usage at supermarkets. Resources, Conservation and Recycling, 84, 57-65. Erişim adresi: https://eprints.lib.hokudai.ac.jp/dspace/handle/2115/56092
  • Poortinga, W., Whitmarsh, L., & Suffolk, C. (2012). The introduction of a single-use carrier bag charge in Wales: attitude change and behavioural spillover effects. Journal of Environmental Psychology, 36, 240–247. Erişim adresi: http://orca.cf.ac.uk/73888/1/WSA-Working-Paper01-2012.pdf
  • Sharp, A., Høj, S., & Wheeler, M. (2010). Proscription and its impact on anti-consumption behaviour and attitudes: the case of plastic bags. Journal of Consumer Behaviour, 9(6), 470 -484. doi:10.1002/cb.335
  • Tikka M. Paivi, Markku T. Kuitunen & Salla M. Tynys (2000). Effects of educational background on students’ attitudes, activity levels, and knowledge concerning the environment. The Journal of Environment Education, 31(3), 12-19. Erişim adresi: https://search.proquest.com/docview/233046929?pq-origsite=gscholar

Perspectives of Consumers Towards Plastic Bags Usage in Green Marketing Consept: A Sample in Belgium

Year 2019, Volume: 5 Issue: 1, 34 - 45, 20.02.2019
https://doi.org/10.30855/gjeb.2019.5.1.003

Abstract

Today, environmental concerns of consumers have increased along with the
harm that plastics have on the environment. Plastic bags are causing major
destruction on earth with the reasons of not dissolving in the environment for
many years, polluting the environment with toxic chemicals when dissolving and
being carcinogenic. When the governments, who are acting on social responsibility
awareness, are taking measures on preventing these destructions, it is
necessary for the businesses to carry out the marketing activities with the
same awareness. Some businesses have awareness of environmental concerns of the
consumers. These are applying the ways like charging for plastic bags, using
soluble bags in a shorter time in environment and adding cloth bags to their
product portfolios within the frame of social marketing approach. The purpose
of the study is to learn the attitudes and behaviors of consumers, who are
living in Belgium, towards using plastic bags. In this context, data were
gathered through survey from 344 consumer who are detected with convenience
sampling method. The data were analyzed by frequency and chi-square analysis with
SPSS 16.0 package program. As a result of the research, it is stated that the
legal regulations are effective in the long term; informative trainings should
be given for the continuity of these effects, and women's attitudes are higher
in terms of anti-use of plastic bags.

References

  • Ayalon, O., Goldrath, T., Rosenthal, G., & Grossman, M. (2009). Reduction of plastic carrier bag use: an analysis of alternatives in Israel. Waste Management, 29(7), 2025-2032. doi:10.1016/j.wasman.2009.02.016
  • Cherrier, H. (2006). Consumer identity and moral obligations in non-plastic bag consumption: a dialectical perspective. International Journal of Consumer Studies, 30(5), 515-523. doi:10.1111/j.1470-6431.2006.00531x
  • Convery, F., McDonell, S. & Ferreira S. (2007). The most popular tax in Europe? Lessons from the Irish plastic bags levy. Environmental and Resource Economic, 38(1), 1-11. Erişim adresi: https://link.springer.com/article/10.1007%2Fs10640-006-9059-2
  • Gandhi, M. & Sen, K. (2013). Environmentally responsive consumption: A study of young consumers in India. International Journal of Multidisciplinary Thought, 3(2), 439–447. Erişim Adresi: https://www.researchgate.net/profile/Dr_Meenakshi_Gandhi/publication/263238573_1_Environmentally_responsive_Consumption_Behaviour__A_study_of_young_Consumers_in_India/ links/0a85e53a3f69778158000000.pdf
  • Hasson, R., Leiman A. & Visser M. (2007). The economics of plastic bag legislation in South Africa. South African Journal of Economics, 75(1), 66-83. doi:10.1111/j.1813-6982.2007.00101x
  • Haytko, D. & Matulich, E. (2008). Green advertising and environmentally responsible consumer behaviours: linkages examined. Journal of Management and Marketing Research, 1(2), 1-11. doi:10.5539/ass.v8n5p46
  • Homonoff, A. T. (2013). Can small incentives have large effects? The impact of taxes versus bonuses on disposable bag use. Princeton University, Industrial Relations Section. Erişim Adresi: https://www.jstor.org/stable/pdf/prancotamamnta.105.64.pdf?seq=1#page_scan_tab_contents
  • Jakovcevic A., Steg, L., Mazzeo, N., Caballero, R., Franco, P., Putrino, N., & Favara, J. (2014). Charges for plastic bags: motivational and behavioral effects. Journal of Environmental Psychology, 40, 372-280. doi:10.1016/j.jenvp.2014.09.004
  • Muralidharan, S. ve Sheehan K. (2016). Tax and fee message frames as inhibitors of plastic bag usage among shoppers: a social marketing application of the theory of planned behavior. Social Marketing Quarterly, 22(3), 200-217. doi:10.1177/1524500416631522
  • Ohtomo, S. & Ohnuma, S. (2014). Psychological interventional approach for reduce resource consumption: reducing plastic bag usage at supermarkets. Resources, Conservation and Recycling, 84, 57-65. Erişim adresi: https://eprints.lib.hokudai.ac.jp/dspace/handle/2115/56092
  • Poortinga, W., Whitmarsh, L., & Suffolk, C. (2012). The introduction of a single-use carrier bag charge in Wales: attitude change and behavioural spillover effects. Journal of Environmental Psychology, 36, 240–247. Erişim adresi: http://orca.cf.ac.uk/73888/1/WSA-Working-Paper01-2012.pdf
  • Sharp, A., Høj, S., & Wheeler, M. (2010). Proscription and its impact on anti-consumption behaviour and attitudes: the case of plastic bags. Journal of Consumer Behaviour, 9(6), 470 -484. doi:10.1002/cb.335
  • Tikka M. Paivi, Markku T. Kuitunen & Salla M. Tynys (2000). Effects of educational background on students’ attitudes, activity levels, and knowledge concerning the environment. The Journal of Environment Education, 31(3), 12-19. Erişim adresi: https://search.proquest.com/docview/233046929?pq-origsite=gscholar
There are 13 citations in total.

Details

Primary Language Turkish
Journal Section Articles
Authors

Yesevi Alperen Yasa 0000-0001-8513-2771

Ruziye Cop 0000-0002-2053-2157

Publication Date February 20, 2019
Published in Issue Year 2019 Volume: 5 Issue: 1

Cite

APA Yasa, Y. A., & Cop, R. (2019). Yeşil Pazarlama Anlayışında Tüketicilerin Plastik Poşet Kullanımına Yönelik Bakış Açıları: Belçika Örneği. Gazi İktisat Ve İşletme Dergisi, 5(1), 34-45. https://doi.org/10.30855/gjeb.2019.5.1.003
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