EVALUATION OF ANTI-CONSUMPTION TENDENCIES WITHIN THE  CONTEXT OF SUSTAINABILITY COMMUNICATION: AN ANALYSIS OF START-UP EXAMPLES

Gözde Öymen; Nihal Kocabay-şener

Makale detayları

EVALUATION OF ANTI-CONSUMPTION TENDENCIES WITHIN THE CONTEXT OF SUSTAINABILITY COMMUNICATION: AN ANALYSIS OF START-UP EXAMPLES

Yazarlar:

Gözde Öymen | Nihal Kocabay-şener

Yayıncı:

Istanbul Ticaret University

Ana Başlıklar:

İletişim ve Medya Çalışmaları

Dergi:

Uluslararası Halkla İlişkiler ve Reklam Çalışmaları Dergisi Vol.6 Issue 1, pp.237-259

Belge Tipi:

Makale

Yayın Tarihi:

3/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001287233

pISSN:

2636-753X

Anahtar kelimeler:

Özet:

 Consumption is the action defined by the consumer as buying, owning, using or destroying a product or service to satisfy a specific need. However, as a result of the increasing problems caused by consumption, especially with the contributions of globalization and digitalization, a consumer group that resists consumption culture and the concept of anti-consumption have emerged. Kotler 2020 divides these anti-consumption trends into five groups. Accordingly, the first group is the simple consumption group that goes to simplification as a lifestyle, the second group is the group representing minimalism, the third group is climate activists, the fourth group is those who adopt vegan and vegetarian tendencies, and the last group is the group consisting of those who choose natural life. Anti-consumption is handled more as the preference of individual consumers. However, today, it is seen that some enterprises that take responsibility have started to adopt the principle of responsible production and consumption instead of increasing consumption. In this study, five startups that can serve as examples of Kotlers anti consumption groups were selected and examined. Case study was used as a method in the study. As a result, it was seen that four of the brands except Martı were established with directly sustainability concerns. In addition, it is seen that the examined startups are based on the sharing economy. It has also been determined that the sample stratups are trying to create a community between producers and consumers.

 Consumption is the action defined by the consumer as buying, owning, using or destroying a product or service to satisfy a specific need. However, as a result of the increasing problems caused by consumption, especially with the contributions of globalization and digitalization, a consumer group that resists consumption culture and the concept of anti-consumption have emerged. Kotler 2020 divides these anti-consumption trends into five groups. Accordingly, the first group is the simple consumption group that goes to simplification as a lifestyle, the second group is the group representing minimalism, the third group is climate activists, the fourth group is those who adopt vegan and vegetarian tendencies, and the last group is the group consisting of those who choose natural life. Anti-consumption is handled more as the preference of individual consumers. However, today, it is seen that some enterprises that take responsibility have started to adopt the principle of responsible production and consumption instead of increasing consumption. In this study, five startups that can serve as examples of Kotlers anti consumption groups were selected and examined. Case study was used as a method in the study. As a result, it was seen that four of the brands except Martı were established with directly sustainability concerns. In addition, it is seen that the examined startups are based on the sharing economy. It has also been determined that the sample stratups are trying to create a community between producers and consumers.

 Consumption is the action defined by the consumer as buying, owning, using or destroying a product or service to satisfy a specific need. However, as a result of the increasing problems caused by consumption, especially with the contributions of globalization and digitalization, a consumer group that resists consumption culture and the concept of anti-consumption have emerged. Kotler 2020 divides these anti-consumption trends into five groups. Accordingly, the first group is the simple consumption group that goes to simplification as a lifestyle, the second group is the group representing minimalism, the third group is climate activists, the fourth group is those who adopt vegan and vegetarian tendencies, and the last group is the group consisting of those who choose natural life. Anti-consumption is handled more as the preference of individual consumers. However, today, it is seen that some enterprises that take responsibility have started to adopt the principle of responsible production and consumption instead of increasing consumption. In this study, five startups that can serve as examples of Kotlers anti consumption groups were selected and examined. Case study was used as a method in the study. As a result, it was seen that four of the brands except Martı were established with directly sustainability concerns. In addition, it is seen that the examined startups are based on the sharing economy. It has also been determined that the sample stratups are trying to create a community between producers and consumers.

 Tüketim, tüketici tarafından belirli bir ihtiyacın tatmin edilmesi için bir ürünü ya da hizmeti satın alma, sahiplenme, kullanma ya da yok etme olarak tanımlanan eylemdir. Ancak özellikle küreselleşme ve dijitalleşmenin de katkılarıyla, tüketimin her geçen gün yol açtığı sorunların artması sonucunda tüketim kültürüne direnç gösteren bir tüketici grubu ve tüketim karşıtlığı kavramı ortaya çıkmıştır. Kotler 2020 tüketim karşıtı bu eğilimleri beş gruba ayırmaktadır. Buna göre ilk grup sade tüketim grubudur, ikinci grup küçülmeyi seçen minimalizmi temsil eden grup üçüncü grup iklim aktivistleri, dördüncü grup vegan ve vejeteryan eğilimleri benimseyenler ve son grup ise doğal yaşamı seçenlerden oluşan gruptur. Tüketim karşıtlığı daha çok bireysel tüketicilerin tercihi olarak ele alınmaktadır. Ancak günümüzde sorumluluk üstlenen bazı işletmelerin tüketimi artırmak yerine sorumlu üretim ve tüketim ilkesini benimsemeye başladıkları görülmektedir. Çalışmada, Kotlerin tüketim karşıtı eğilimlerine örnek oluşturabilecek beş girişim seçilmiş ve incelenmiştir. Çalışmada yöntem olarak örnek olay kullanılmıştır. Sonuç olarak, incelenen markaların dördünün Martı dışında doğrudan sürdürülebilirlik kaygısı ile kurulmuş olan markalar olduğu görülmüştür. Ayrıca incelenen girişimlerin paylaşım ekonomisi temeline oturdukları görülmektedir Örneklemde yer alan girişimlerin üreticiler ve tüketiciler arasında bir topluluk yaratma çabasında oldukları da tespit edilmiştir.

Makale detayları

EVALUATION OF ANTI-CONSUMPTION TENDENCIES WITHIN THE CONTEXT OF SUSTAINABILITY COMMUNICATION: AN ANALYSIS OF START-UP EXAMPLES

Yazarlar:

Gözde Öymen | Nihal Kocabay-şener

Yayıncı:

Istanbul Ticaret University

Ana Başlıklar:

İletişim ve Medya Çalışmaları

Dergi:

Uluslararası Halkla İlişkiler ve Reklam Çalışmaları Dergisi Vol.6 Issue 1, pp.237-259

Belge Tipi:

Makale

Yayın Tarihi:

3/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001287233

pISSN:

2636-753X

Anti- Consumption

Sustainability

Brand

Tüketim karşıtlığı

sürdürülebilirlik

marka

Sayı

Makale detayları

EVALUATION OF ANTI-CONSUMPTION TENDENCIES WITHIN THE CONTEXT OF SUSTAINABILITY COMMUNICATION: AN ANALYSIS OF START-UP EXAMPLES

Yazarlar: Gözde Öymen | Nihal Kocabay-şener

Yayıncı: Istanbul Ticaret University

Ana Başlıklar: İletişim ve Medya Çalışmaları

Dergi: Uluslararası Halkla İlişkiler ve Reklam Çalışmaları Dergisi Vol.6 Issue 1, pp.237-259

Belge Tipi: Makale

Yayın Tarihi: 3/2023

Belge Dili: Türkçe

Document ID (Org No.): 2001287233

pISSN: 2636-753X

Anti- Consumption

Sustainability

Brand

Tüketim karşıtlığı

sürdürülebilirlik

marka

Sayı

Yazarlar:

Gözde Öymen | Nihal Kocabay-şener

Yayıncı:

Istanbul Ticaret University

Ana Başlıklar:

İletişim ve Medya Çalışmaları

Dergi:

Uluslararası Halkla İlişkiler ve Reklam Çalışmaları Dergisi Vol.6 Issue 1, pp.237-259

Belge Tipi:

Makale

Yayın Tarihi:

3/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001287233

pISSN:

2636-753X