A qualitative research on the elements that move individuals to sustainable consumption

In the process spanning from the Industrial Revolution to the present day, "sustainability," which is threatened not only by the excessive and unconscious use of natural resources but also by production-consumption cycles that do not take environmental protection into account, is defined as "meeting current needs with an approach that considers the interests of future generations." In this research, it aims to uncover the perception of sustainability in general, as well as to identify the key motivational factors influencing the acquisition and maintenance of "sustainable consumption habits" among consumers known to have the potential to significantly impact sustainability through their purchasing preferences and consumption habits. In the research, semi-structured interviews were conducted within the scope of "qualitative research techniques." Since the research is "qualitative" in nature, participants in the sample were asked "open-ended questions" during the interviews. The population of the research consists of consumers in the city of Istanbul. The aim was to reveal the factors that motivate individuals to adopt sustainable consumption habits through "semi-structured interviews" conducted with 17 individuals aged 18 and above, who were selected as the sample. In this study, the responses of the participants to the questions were analyzed using the "content analysis" method. This method includes open coding, creating categories from codes, and summarizing themes. viii In the content analysis process, the 'MAXQDA 2020' software package was used. According to the analysis of interview transcripts, participants' perceptions of sustainability are largely focused on the themes of 'nature conservation' and 'leaving natural resources for future generations to benefit from.' The participants, for the most part, emphasized that they value sustainability and that it is achievable through the measured use of natural resources without causing permanent harm to the environment. Most of the participants consider themselves as sustainable consumers in a general sense, and they emphasized themes such as 'environmental conservation' and 'respect for the rights of other components within the ecosystem' as the key factors driving them toward sustainable behaviors." The importance of sustainability in the context of food is heavily emphasized, highlighting the difficulty and high cost of sourcing such products. The area where sustainability is most prominently emphasized is in the realm of cleaning products, with personal care and cosmetic products also frequently stressed. Furthermore, the challenge of finding sustainable products in both areas has been underscored. As a result, the interviewees largely acknowledge and confirm the importance of sustainability. However, it has been determined that, in order to achieve results in this regard, the contributions of policymakers are as necessary as individual efforts.