The relationship between selfishness values and sustainable behavior in the context of value-belief-norm theory

In this thesis study, it was investigated what motivation consumers are influenced by when consuming sustainable fashion and disposing of products. In this regard, Value-Belief-Norm (V-B-N) Theory was used to explain consumers' intentions to purchase sustainable fashion products and their economic disposal behavior. The aim of the study is to develop the values and behavior dimensions of the V-B-N Theory model and examine the moderation effect that is thought to disrupt the relationship in theory. For this purpose, "conformity value" as a value, "intention to purchase sustainable fashion products" and "economic disposal" as behavior were included in the model. In the model, there is a chain relationship between values-beliefs-norms and behaviors. In this period of economic stagnation, considering that sustainable behaviors of consumers may not be realized, it is thought that the positive relationship between personal norms and behavioral variables of the V-B-N model, which is an environmental theory, may be damaged by consumer confidence. For this purpose, 277 data were collected through a survey from individuals aged 18 and over, using the convenience sampling method. Information about the participants and independent sample T Test analysis from the data obtained were carried out using the SPSS 27 program. The hypotheses created were tested using the SEM method. As a result of the analysis, it was found that the conformity value and altruism value had an effect on the awareness of the consequences. On the other hand, it has been observed that awareness of the consequences influences aspiration of responsibility, aspiration of responsibility has an effect on personal norms, and personal norms have an effect on behavior. According to the results, consumers' thinking about other people besides themselves and their desire to be accepted by other people affects the awareness of the damage to the environment. Consumers who are aware of the damage caused to the environment believe that they are responsible for this damage. With this belief, they can take action to comply with the norms that they should limit their clothing consumption in order to reduce negative effects, while purchasing sustainable fashion products and avoiding harming the environment when disposing of fashion products. However, according to the results, consumer trust does not have a moderating effect on the relationship between personal norms and behavior. It is thought that the results of the study will contribute to the recently increasing sustainable fashion literature and the V-B-N literature with the variables examined to develop the theory. On the other hand, it is believed that it will contribute to the sector regarding the areas in which the private sector should focus on sustainable fashion.