Tutumlu tuketici ve 3R tuketim modeli

In the face of unsustainable rate of waste generation, the 3R (reduce, reuse, recycle) model of consumption are getting attention from companies, public policy makers and academics. Despite the growing interest at sustainability, there is still little evidence on it from the perspective of consumers. Overall, this dissertation consists of two essays which contribute to the understanding of sustainable consumer behavior. First essay explores the relationship between frugality and the 3R model of consumption. Previous literature conceptualizes frugality as a unidimensional consumer trait, and different operationalizations exist. This essay distinguishes frugality from conceptually related constructs such as thriftiness, price consciousness, value consciousness, voluntary simplicity, and environmental consciousness. Bringing diverse conceptualizations and operationalizations of frugality together, then, it argues that frugality consists of two distinct dimensions: spending-related frugality and consumption-related frugality. Through a disaggregated perspective, the relationship between the distinct dimensions of frugality and the 3R model of consumption is investigated. Findings show that consumption-related frugality is positively correlated with the 3R strategies of consumer behavior while spending-related frugality has no correlation with these. Essay 1 sheds light on the contradictory findings in previous research, and suggests that branding initiatives and public policies on sustainability can be more powerful if they appeal to consumption-related frugality as a consumer trait. It is co-authored by Zeynep Gurhan-Canli and Ceren Hayran Sanli. Second essay explores the preowned luxury market. The market for luxury products has been changing due to economic conditions and digital transformation. One of the luxury branding strategies for enhanced sustainability and waste reduction is the preowned luxury, yet, such a strategy also allows access to high–end luxury products. This essay provides insights into the spillover effects of the preowned market on luxury customers' brand attachment. Findings show that the preowned market does not decrease existing customers' brand attachment and this is due to the type of the products available in the preowned market. Customers' brand attachment decreases when recent (vs. older) season products are available in the preowned market. Findings also suggest that the preowned market can actually benefit luxury brands. Customers' brand attachment increases with a sustainability (vs. affordability) appeal. The effect mediated by customers' ideal self concept connection. The essay is co-authored by Vanitha Swaminathan and Zeynep Gurhan-Canli.