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COVID-19 SÜRECİNDE TÜKETİCİ REFAHININ DÖNÜŞÜMÜ: KIRILGAN VE KIRILGAN OLMAYAN TÜKETİCİ GRUPLARININ KARŞILAŞTIRILMASI

Yıl 2023, Cilt: 16 Sayı: 2, 507 - 550, 31.05.2023

Öz

Dönüştürücü tüketici araştırması olarak tasarlanan bu çalışma, pandeminin tüketiciler üzerindeki etkilerini ana hatlarıyla tüketim alışkanlıklarındaki değişim, kırılganlık, bireysel yılmazlık, sosyal sermaye ve tüketimde özdenetim üzerinden inceleyerek politika önerileri getirmeyi amaçlanmıştır. Bu amaçla değişkenler, salgının görece kontrol altına alınabildiği Temmuz–Ağustos 2020 döneminde ve salgının ikinci dalgasının yoğun olarak hissedildiği Kasım–Aralık 2020 döneminde olmak üzere panel veri (N= 616) şeklinde değerlendirilmiştir. Çalışmanın önemli bulgularını incelediğimizde: (1) Sosyal medya bağımlılığı, online alışveriş bağımlılığı, yeme bağımlılığı gibi tüketim örüntülerinde pandemi nedeniyle artan stres ile birlikte bozulmalar olduğu saptanmıştır. (2) Beklenenin aksine, gıda tüketim bağımlılığının sosyal izolasyon arttıkça, yani birey kendisini daha fazla yalnız hissettikçe, psikolojik esenliğe olumlu yansımalarının olduğu görülmüştür. (3) Diğer yandan artan stres, ekonomik kırılganlık ile birlikte psikolojik esenliğin daha fazla etkilenmesine neden olmaktadır. Bu bulgular doğrultusunda politika yapıcıların bu tip kriz dönemlerinde sağlıklı beslenme, stresten korunma gibi konularda sağlık iletişimine ağırlık vermesi önerilmektedir. Yine bu tip kriz dönemlerinde sosyal izolasyonun etkisinin azaltılması için özellikle de ekonomik kırılganlık yaşayan tüketicilerin yerel yönetimler / sivil toplum tarafından belirlenerek ücretsiz iletişim olanaklarına erişmelerinin sağlanması faydalı olacaktır. Belediyeler ve muhtarlıklar gibi yerel yönetimlerin ve sivil toplumun birlikte kuracağı yardımlaşma ağları, gerek ekonomik olarak dezavantajlı gruplara destek olmak, gerekse kurulabilecek psikolojik danışma merkezleri aracılığıyla psikolojik kırılganlıklar ve stresle baş etme konusunda faydalı olabilecektir.

Destekleyen Kurum

TÜBİTAK

Proje Numarası

120K323

Teşekkür

Bu proje TÜBİTAK (Proje No: 120K323) tarafından desteklenmiştir.

Kaynakça

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TRANSFORMATION OF CONSUMER WELFARE DURING COVID-19: COMPARING VULNERABLE AND NON-VULNERABLE CONSUMERS

Yıl 2023, Cilt: 16 Sayı: 2, 507 - 550, 31.05.2023

Öz

This study has been designed as transformative consumer research to investigate consumption pattern changes, vulnerability, individual resilience, social capital, and regulatory consumption behaviors and offers policy measures. Panel data (N= 616) on these variables have been collected in two waves: one during the normalization period, where the pandemic was relatively in control around July–August 2020, and the second during the second peak of the pandemic around November–December 2020 period. Some significant findings of the study can be summarized as: (1) Consumption patterns have been adversely affected by the increasing levels of stress exacerbated by the pandemic. (2) Contrary to expectations, food addiction positively affects psychological well-being at high levels of social isolation when consumers feel lonelier. (3) On the other hand, increased stress levels combined with economic vulnerability have an even more pronounced effect on psychological well-being. In light of these findings, in such crisis policymakers may focus on healthy eating awareness and stress reduction activities to affect consumption pattern disorders. Again, reducing the effects of social isolation on economically vulnerable populations by enabling free access to means of communication might be helpful. Local governments and civil society may cooperate in building social aid networks to support economically disadvantaged groups and setting up psychological counseling centers to help cope with psychological vulnerabilities and stress.

Proje Numarası

120K323

Kaynakça

  • Kaynaklar Adler, P. S., & Kwon, S. W. (2000). Social capital: The good, the bad, and the ugly. In E. Lesser (Ed.), Knowledge and social capital: Foundations and applications (pp. 89–115). Butterworth-Heinemann
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  • Wood, L. J., Boruff, B. J. & Smith, H. M. (2013). “When disaster strikes… how communities cope and adapt: a social capital perspective”, Johnson, C. D. (ed.), Social Capital: Theory, Measurement and Outcomes, Social Issues, Justice and Status (pp. 143–169), UK, Nova Science Pub Inc.
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  • Zhao, H., Tian, W., & Xin, T. (2017). The development and validation of the online shopping addiction scale, Frontiers in Psychology, 8, 735.
Toplam 115 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular İşletme
Bölüm Araştırma Makaleleri
Yazarlar

Elif Karaosmanoğlu 0000-0002-2056-3885

Mehmet Okan 0000-0002-9303-5768

Didem Gamze Işıksal 0000-0002-6009-9271

Neşenur Altıniğne 0000-0002-9824-1763

Elif İdemen 0000-0003-3697-2912

Özge Demir 0000-0002-7226-4123

Proje Numarası 120K323
Yayımlanma Tarihi 31 Mayıs 2023
Gönderilme Tarihi 4 Şubat 2023
Yayımlandığı Sayı Yıl 2023 Cilt: 16 Sayı: 2

Kaynak Göster

APA Karaosmanoğlu, E., Okan, M., Işıksal, D. G., Altıniğne, N., vd. (2023). COVID-19 SÜRECİNDE TÜKETİCİ REFAHININ DÖNÜŞÜMÜ: KIRILGAN VE KIRILGAN OLMAYAN TÜKETİCİ GRUPLARININ KARŞILAŞTIRILMASI. Pazarlama Ve Pazarlama Araştırmaları Dergisi, 16(2), 507-550.