Sustainability of consumption: An appraisal of consumers? attitudes and behaviour toward product lifespan

Latest technological developments in production systems and improvements in logistics management resulted as an increase in variety and accesibility of products. Products are more affordable for consumers than before, due to decreasing production costs. But as a result of rapid growth in consumption, environmental degradation has been accelerated. Increasing volume of source utilization and discarded products is accepted as an important threat for the nature. Duration of product replacements directly affect the volume of source utilization, production quantity and also number of discarded products. Product durability, which has gained its popularity after the concept of planned product obsolesence, is the major focus of this research. It is possible to accept product durability as one of the vital variables that affect sustainable production and consumption processes. Sustainable production and consumption issues are mostly emphasized by the source utilization and discarded products issues. In the sustainable marketing literature sustainable production and consumption were found as rarely associated with product lifespan/durability. Major purpose of this research is to investigate relations between lifespan preferences of consumers for durable products and personal values related with sustainable consumption. Basic sustainable consumption behaviour will be defined at the extent of the model which covers consumer preferences on product durability, personal values related with sustainable consumption and demographic variables. Survey method has been used for data collection. Electronic surveys were sent to hundred thousands of e-mail addresses (who is 20 years old or more, at least primary school graduate and internet user) from all parts of Turkey and 1815 e-surveys has been accepted as qualified for evaluation. The findings indicate the existence of a positive relation between expected product lifespan and dimensions of sustainable consumption. Also, reasons for product replacement and expected qualifications of new products were found significantly related with the dimensions of sustainable consumption. Gender, age and income levels are related demographics with sustainable consumption. Women have higher means than men on the dimensions of sustainable consumption, except environmental value which is almost equal for both gender. Also women evaluate expected product lifespan longer than men. Middle aged individuals look more sensitive on product lifespan and also environmental value. According to overall results, income level found as related with the dimensions of sustainable consumption. According to research findings, it is not possible to achieve sustainable consumption without creating product lifespan perception on consumers? mind. It is believed that non-government initiatives and also political authority should follow some activities to build longer product lifespan perception in consumers mind.