Examining the relationship between consumers' conscious consumption tendencies and companies' attitudes towards social innovation practices

The aim of this study is to examine the relationship between consumers' conscious consumption tendencies and their attitudes toward firms' social innovation practices. The study employed a survey model, one of the quantitative research methods. The population of the study consisted of consumers living in the city center of Kırşehir. The sample comprised 400 individuals selected from this population using the simple random sampling method. Data were collected using the "Conscious Consumer Scale (CCS)" developed by Buğday and the "Consumer Attitudes Toward Firms' Social Innovation Practices Scale" developed by Tatar. The results of the study revealed that there were no significant differences in the scores of the Consumer Attitudes Toward Social Innovation Practices and the Conscious Consumer Scale across age groups, gender, marital status, or educational level. However, a statistically significant difference was found among income groups in the Consumer Attitudes Toward Social Innovation Practices Scale. No statistically significant difference was observed among income groups in the Conscious Consumer Scale. The findings indicate that as income levels increase, consumers' attitudes toward social innovation practices become more positive. For future research, it would be beneficial for academics to test this topic in different cities and with diverse samples. Additionally, new dimensions and items could be incorporated into the scales.