Etnosentrik (ulusal menşeli ürün) tüketim davranışlarına toplumsal cinsiyet etkisinin incelenmesi: Bir tüketim değerleri modeli uygulaması
Özet
This study has been planned and executed to examine gender effect over ethnocentric consumption values of individuals. Within context of this study, 220 employees Ministry of Energy and Natural Sources, one of the state institutions of Republic of Turkey, being as 120 men and 120 women, have been interviewed face to face. Preliminary, towards measuring ethnocentric consumption trend (CETSCALE), question form covering 18 articles and seven leveled (strongly disagree-strongly agree) Likert type scales has been used. In addition, understanding of individuals about values (functional, social, conditional, epistemic, emotional) related to foreign product consumption and by using 5 scales consisting three levels (disagree, ambivalent, agree) covering 57 articles, ethnocentric consumption determination type have been explicated. ?Varimax Fundamental Component Analysis? has been applied, inner consistency coefficient ?Cronbach Alpha? has been calculated for safety of question form. It has been confirmed that 92% of ethnocentric consumption trend scale (CETSCALE) and 66%-89% of other five scales are valid and safe scale. In the study, to determine effect of social sexuality changes over ethnocentric consumptions of individuals in life, ?One sample t test? has been used. ?Pearson Correlation Analysis? has been used to determine the relation between consumption values and ethnocentric consumption of individuals based on gender.While participants of study are generally considered; it has been discovered that they are middle level ethnocentric consumers, however the ratio of high level ethnocentric consumer group is almost close to middle level. When the subject is examined in terms of women and men; women have considerably high level consumer ethnocentrism compared to the men and it is stated that men have adopted middle level consumer ethnocentrism. In this study, it is confirmed that the studied material is mainly close to the middle and high level, lower level is not valid for this study group. While relation of values affecting ethnocentric consumption of individuals is analyzed; it has been determined that social value are especially determinant in terms of conditional value, conditional value are determinant of emotional value, emotional value have effect on epistemic value, subsequently. It draws attention, since this interaction between consumption values is in a useful and positive way.Key words: Ethnocentric consumption, consumption behavior, consumption values, gender.