Hızlı Modada "Eko-Bukalemun" Etkisi: Tüketici Aldatma Risklerinin Çok Kriterli Bir Yaklaşımla Değerlendirilmesi
DOI:
https://doi.org/10.37241/jatss.2026.145Anahtar Kelimeler:
tüketici davranışı- yeşil aklama- hızlı moda- pazarlama etiği- SIWEC yöntemi- sürdürülebilirlikÖzet
Giriş: Sürdürülebilirlik, pazarlama biliminde temel bir odak noktası olarak öne çıkmaktadır. Ancak hızlı moda endüstrisinde bu durum, yaygın yeşil aklama (greenwashing) uygulamaları nedeniyle karmaşık bir hal almaktadır. Mevcut literatür yeşil aklamayı ağırlıklı olarak dilsel belirsizlikler ve kurumsal motivasyonlar üzerinden değerlendirse de, bu kavramın algısal dinamiklerinin daha derinlemesine anlaşılmasına halen ihtiyaç duyulmaktadır. Bu çalışma, manipülatif çevresel iddiaların altında yatan mekanizmaları ve bunların tüketicinin aldatılması üzerindeki etkilerini incelemek amacıyla pazarlama analitiği ile yeşil aklama taktiklerini entegre etmektedir.
Yöntem: Basit Ağırlık Hesaplama (SIWEC) yöntemi kullanılarak nicel ve güncel çok kriterli bir yaklaşım benimsenmiştir. Yedi farklı yeşil aklama taktiği pazarlama uzmanları tarafından değerlendirilmiş ve SIWEC aracılığıyla sıralanarak; bu taktiklerin tüketici algısı üzerindeki göreceli etkileri ile barındırdıkları tüketiciyi aldatma riskleri sistematik olarak ölçülmüştür.
Sonuçlar ya da Bulgular: Araştırma bulguları, "Sahte Etiketleme" ve "Görsel Manipülasyon"un tüketicileri yanıltmak için kullanılan en etkili taktikler olduğunu göstermektedir. Çalışma, şirketlerin yalnızca metin tabanlı iddialara dayanmak yerine, tüketici algılarını manipüle etmek için giderek artan bir oranda "Eko-Bukalemun" stratejileri olarak adlandırılan sözsüz ve doğa temalı görsel kurgulara başvurduğunu ortaya koymaktadır.
Tartışma ya da Yapılan Çıkarımlar: Araştırma, ağırlıklı olarak dilsel belirsizliğe odaklanan geleneksel çalışmaların aksine, görsel kurgunun tüketicilerin karar verme süreçleri üzerindeki manipülatif rolüne dikkat çekmiştir. Bulgular ise pazar şeffaflığını yeniden sağlamak ve tüketici refahını korumak için yasal düzenlemelerin görsel göstergeleri de kapsaması gerektiğini önererek sosyal politika ve pazarlama etiği alanlarına önemli katkılar sunmaktadır.
İndirmeler
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