Buradasınız

Anasayfa » Content

Değer eğilimlerinin ürünlerin çevresel, fonksiyonel ve fiyat özelliklerinin göreceli tercihlerindeki etkisi

The impact of value orientations on the relative preference of environmental, functional and price attributes of products

Journal Name:

  • İstanbul Üniversitesi İşletme Fakültesi Dergisi

Publication Year:

  • 2013

Key Words:

Keywords (Original Language):

Author NameUniversity of Author
Abstract (2. Language): 
We simultaneously evaluated the environmental, functional and price attributes of a food product by means of a choice-based conjoint experiment. A sample of 146 consumers chose the product most preferred from among many product profiles, which were systematically varied across choice sets with respect to attributes such as organic, fair trade and certified vegan, nutritional value, taste and price. Data on the choices and on value orientations were analyzed using a conditional logit model. This approach enabled us to model product choice as a function of three environmental characteristics, two functional and price attributes and of consumer characteristics. The latter made possible a market segmentation of preference data. The results showed that consumers’ preferences for product features depend on their value orientations and that environmental attributes are given relatively more importance by individuals with higher altruistic value orientations, whereas functional attributes are preferred more by individuals with higher egoistic value orientations. We also observed differences among the environmental attributes in terms of their effect on choice.
Bookmark/Search this post with
Abstract (Original Language): 
Gıda ürünlerinin çevresel, fonksiyonel ve fiyat özelliklerini tercihe bağlı Konjoint Analizi yoluyla eş zamanlı olarak inceledik. 146 kişiden oluşan örneklemde, tüketiciler sistematik olarak çeşitlendirilmiş tercih setleri arasından en çok tercih ettikleri ürün profilini seçtiler. Bu tercih verileri koşullu logit modeliyle analiz edildi. Bu yöntem ürün tercihini; üç çevresel özellik, iki fonksiyonel özellik, bir fiyat özelliği ve tüketici karakterleri olarak modellememize olanak sağladı. Özellikle tüketici karakterleri değişkeninin modellemeye dâhil edilmesi tercih verilerinin pazar bölümlendirmesinde kullanımı için olanak sağladı. Sonuçlar tüketici ürün özellikleri tercihlerinin değer yönelimlerine bağlı olarak değiştiğini gösterdi. Ayrıca, sonuçlar çevresel ürün özelliklerinin altruistik değerleri daha ağır basan tüketiciler tarafından daha çok tercih edildiğini ortaya çıkardı. Diğer yandan fonksiyonel özelliklerin de egosantrik değer eğilimleri ağır basan tüketiciler tarafından daha çok seçildiği görüldü. Ayrıca çevresel özelliklerin de tercihe etkileri bakımdan kendi aralarında farklılık gösterdiği gözlenmiştir.
FULL TEXT (PDF): 
PDF icon arastirmax-deger-egilimlerinin-urunlerin-cevresel-fonksiyonel-fiyat-ozelliklerinin-goreceli-tercihlerindeki-etkisi.pdf
  • 2
254
275
  • Turkish

REFERENCES

References: 

[1] TerraChoice, Greenwashing Report, http://sinsofgreenwashing.org/findings/green
washing-report-2010/, 30 June 2010.
E. Genc / İstanbul Üniversitesi İşletme Fakültesi Dergisi 42, 2, (2013) 254-275 © 2013
272
[2] D. Bougherara, P. Combris, Eco-Labelled Food Products: What Are Consumers Paying For? European Review of Agricultural Economics, 36, 3, 321-341 (2009).
[3] M.G. McEachern, P. McClean, Organic Purchasing Motivations and Attitudes: Are They Ethical?International Journal of Consumer Studies, 26, 2, 85-92 (2002).
[4] P.H. Howard, P. Allen, Beyond Organic: Consumer Interest in New Labelling Schemes in the Central Coast of California. International Journal of Consumer Studies, 30, 5, 439-450 (2006).
[5] M.L. Loureiro, J. Lotade, Do Fair Trade And Eco-Labels In Coffee Wake Up The Consumer Conscience?. Ecological Economics, 53, 129–138 (2005).
[6] W. Nimon, J. Beghin, Are Eco-Labels Valuable? Evidence from the Apparel Industry. American Journal of Agricultural Economics, 81, 4, 801 (1999).
[7] O. Johansson-Stenman, the Importance of Ethics in Environmental Economics with a Focus On Existence Values. Environmental & Resource Economics, 11, 429–442, (1998).
[8] P. De Pelsmacker, L. Driesen, G. Rapp, Do Consumers Care About Ethics? Willingness to Pay for Fair-Trade Coffee. Journal of Consumer Affairs, 39, 363–385 (2005).
[9] D.Z. Basil, D. Weber, Values Motivation and Concern for Appearances: The Effect of Personality Traits on Responses To Corporate Social Responsibility. International Journal of Nonprofit and Voluntary Sector Marketing, 11, 61-72 (2006).
[10] E. Fraj, E. Martinez, Environmental Values and Lifestyles as Determining Factors Of Ecological Consumer Behaviour: An Empirical Analysis. Journal of Consumer Marketing, 23, 3, 133-144 (2006).
[11] P. Honkanen, B. Verplanken, S.O. Olsen, Ethical Values and Motives Driving Organic Food Choice. Journal of Consumer Behavior, 5, 5, 420-430 (2006).
[12] M. Solomon, G. Bamossy, S. Askegaard, Consumer Behavior: A European Perspective, Prentice-Hall, Englewood Cliffs, NJ, 1999.
[13] M. Micheletti, Political Virtue and Shopping: Individuals, Consumerism, and Collective Action, Palgrave Macmillan, New York, 2003.
[14] C.D. Batson, Altruism and Prosocial Behavior. In The Handbook of Social Psychology (Vol 2), Gilbert DT, Fiske SK, Lindzey G (Ed.), The McGraw-Hill Companies, Inc: Boston; 282-316, 1998.
[15] A. Maclntyre. Egoism and Altruism. In The Encyclopedia of Philosophy (Vol. 2), Edwards P (Ed.), Macmillan: New York; 462-466, 1967.
[16] S.B. Follows, D. Jobber, Environmentally Responsible Purchase Behavior: A Test of a Consumer Model. European Journal of Marketing, 34, 5, 723-746 (2000).
[17] E. Ojea, M. Loureiro, Altruistic, Egoistic and Biospheric Values in Willingness to Pay for Wildlife. Ecological Economics, 63, 807-814 (2007).
[18] R. P. Bagozzi, Principles of Marketing Management, Chicago: Science Research Associates, 1986.
[19] H. Assael, Consumer Behaviour and Marketing Action, 6th ed, Cincinnati: South-Western, 1998.
[20] J.A. Howard, J.N. Sheth, the Theory of Buyer Behavior, New York: John Wiley and Sons, 1969.
E. Genc / İstanbul Üniversitesi İşletme Fakültesi Dergisi 42, 2, (2013) 254-275 © 2013
273
[21] J.F. Engel, R.D. Blackwell, P.W. Miniard, Consumer Behavior, Fort Worth, TX: Dryden, 1995.
[22] V. Zeithaml, Consumer Perceptions of Price, Quality and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing, 52, 2-22 (1988).
[23] O. Oude, T. Van, Perceived Quality: A Market Driven and Consumer Oriented Approach. Food Quality and Preference, 6, 177-183 (1995).
[24] J.B. Steemkamp, Dynamics in Consumer Behaviour with Respect to Agricultural and Food Products. En Wierenga, B., Tilburg, van A., Grunert, K., Steemkamp, J.B. y Wedel, M. (Eds.), Agricultural Marketing and Consumer Behaviour in a Changing World. Dordrecht: Kluwer Academic Publishers, 143-188, 1997.
[25] P. Nelson, Information and Consumer Behavior. Journal of Political Economy, 78, 311-29 (1970).
[26] P. Nelson, Advertising As Information. Journal of Political Economy, 83, 729-754 (1974).
[27] M.R. Darby, E. Karni, Free Competition and the Optimal Amount of Fraud. Journal of Law and Economics, 6, 67-88 (1973).
[28] FAO. “Food Safety and Quality as Affected by Organic Farming”, 22nd FAO Regional Conference for Europe, Porto, Portugal, http://www.fao.org/docrep/meeting/ X4983E.htm, 28 July 2000.
[29] S. Baker, K.E. Thompson, J. Engelken, K. Huntley, Mapping the Values Driving Organic Food Choice. European Journal of Marketing, 38, 8, 995-1012 (2004).
[30] M. Cerjak, Z. Mesic, M. Kopic, D. Kovacic, J. Markovina, What Motivates Consumers To Buy Organic Food: Comparison of Crotia, Bosnia Herzegovina and Slovenia. Journal of Food Products Marketing, 16, 278-292 (2010).
[31] N. Michaelidou, L.M. Hassan, the Role of Health Consciousness, Food Safety Concern and Ethical Identity on Attitudes And Intensions Towards Organic Food. International Journal of Consumer Studies, 32, 163-170 (2008).
[32] G.N. Lodorfos, J. Dennis, Consumers’ Intent: In the Organic Food Market. Journal of Food Products Marketing, 14, 2 (2008).
[33] M.L. Loureiro, J.J. McCluskey, R.C. Mittelhammer, Will Consumers Pay A Premium For Eco-Labeled Apples?. Journal of Consumer Affairs, 36, 2, 203-219 (2002).
[34] M.A. Dickson, Personal Values, Beliefs, Knowledge, and Attitudes Relating to Intentions to Purchase Apparel from Socially Responsible Businesses. Clothing and Textiles Research Journal, 18, 1, 19–30 (2000).
[35] S.H. Schwartz, W. Bilsky, Toward a Universal Psychological Structure of Human Values. Journal of Personality and Social Psychology, 53, 550-562 (1987).
[36] M. Rohan, a Rose by Any Name? The Value Construct. Personality and Social Psychology Review, 4, 3, 255- 277 (2000).
[37] M. Rokeach, the Nature of Human Values, New York: Free Press, 1973.
[38] W. Hoyer, D. MacInnis, Consumer Behavior, Houghton Mifflin, Boston, MA, 2004.
[39] E. Dreezens, C. Martijn, P. Tenbult, G. Kok, N. De Vdes, Food and Values: An Examination of Values Underlying Attitudes toward Genetically Modified and Organically Grown Food Products. Appetite, 115-122 (2005).
E. Genc / İstanbul Üniversitesi İşletme Fakültesi Dergisi 42, 2, (2013) 254-275 © 2013
274
[40] L. Axelrod, Balancing Personal Needs with Environmental Preservation: Identifying the Values that Guide Decision in Ecological Dilemmas. Journal of Social Issues, 50, 3, 85-104 (1994).
[41] D.G. Karp, Values and Their Effect on Pro-Environmental Behavior. Environment and Behavior, 28, 1, 111-133 (1996).
[42] J.A. McCarty, L.J. Shrum, the Recycling Of Solid Wastes: Personal Values, Value Orientations, and Attitudes About Recycling As Antecedents Of Recycling Behavior. Journal of Business Research, 30, 53-62 (1994).
[43] W. Poortinga, L. Steg, C. Vlek, Values, Environmental Concern, and Environmental Behavior. Environment and Behavior, 36, 1, 70-93 (2004).
[44] J.D. Fritzsche, Personal Values: Potential Keys to Ethical Decision Making. Journal of Business Ethics, 14, 11, 909–922 (1995).
[45] M.A. Littrell, M.A. Dickson, Social Responsibility in the Global Market: Fair Trade of Cultural Products, Thousand Oaks, CA: Sage Publications Inc, 1999.
[46] S. Oreg, T. Katz-Gerro, Predicting Proenvironmental Behavior Cross-Nationally. Environment and Behavior, 38, 4, 462-483 (2006).
[47] N. Fransson, T. Garling, Environmental Concern: Conceptual Definitions, Measurement Methods, and Research Findings. Journal of Environmental Psychology, 19, 397–408 (1999).
[48] P.C. Stern, T. Dietz, the Value Basis of Environmental Concern. Journal of Social Issues, 50, 3, 65-84 (1994).
[49] T. Didier, S. Lucie, Measuring Consumer’s Willingness To Pay For Organic and Fair Trade Products. International Journal of Consumer Studies, 32, 479-490 (2008).
[50] D.A. Dillman, Mail and Internet Surveys: The Tailored Design Method, 2nd ed, Wiley, New York, 2000.
[51] P.C. Stern, T. Dietz, G.A. Guagnano, the New Ecological Paradigm In Social-Psychological Context. Environment and Behavior, 27, 6, 723-743 (1995).
[52] P.E. Green, V. Srinivasan, Conjoint Analysis in Marketing Research: New Developments and Directions. Journal of Marketing, 54, 3–19 (1990).
[53] J.D. Carroll, P.E. Green, Psychometric Methods in Marketing Research: Part 1, Conjoint Analysis. Journal of Marketing, 32, 385–391 (1995).
[54] Vegeterian Resource Group (2009), accessed by http://www.vrg.org/blog/2011/12/ 05/how-many-adults-are-vegan-in-the-u-s/.
[55] L.J. Cronbach, Coefficient Alpha and the Internal Structure of Tests. Psychometrika, 16, 3, 297-334 (1951).

Thank you for copying data from http://www.arastirmax.com