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Journals / Sosyoekonomi / 2026 / Cilt: 34 Sayı: 69

Examining the Theory of Planned Behaviour in the Context of Sustainable Clothing

Planlanmış Davranış Teorisinin Sürdürülebilir Giyim Ürünleri Bağlamında İncelenmesi

Nazlı Dikmen Özcan(MARMARA UNIVERSITY)0000-0002-8078-1470
Beyza Gültekin(HACETTEPE UNIVERSITY)0000-0002-6797-864X
Pages
473–490
Publication Date
2026-07-31
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

Results contribute to the literature on sustainable clothing by examining the Theory of Planned Behaviour with limiting and enhancing variables simultaneously, and support decision-making for sustainable clothing companies.

📌 3 Key Takeaways

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Objective & Hypothesis:This study aims to extend the Theory of Planned Behaviour Model (attitude toward the behaviour, subjective norm, perceived behavioural control and behavioural intention) by adding environmental concern, price sensitivity, and love of money - rich, budget, and achievement dimensions - variables.
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Key Findings & Data:Structural Equation Modelling was conducted using online data collected from 297 participants in Ankara, İstanbul, and İzmir, including individuals who purchased sustainable clothing and those who had not.
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Conclusion & Impact:Results contribute to the literature on sustainable clothing by examining the Theory of Planned Behaviour with limiting and enhancing variables simultaneously, and support decision-making for sustainable clothing companies.
🔬Design:Modeling & Simulation
📍Scope:Comprehensive Sample
⚙️Variables:Planlanmış Davranış Teorisi · Fiyat Duyarlılığı · Para Sevgisi

Abstract

This study aims to extend the Theory of Planned Behaviour Model (attitude toward the behaviour, subjective norm, perceived behavioural control and behavioural intention) by adding environmental concern, price sensitivity, and love of money - rich, budget, and achievement dimensions - variables. Structural Equation Modelling was conducted using online data collected from 297 participants in Ankara, İstanbul, and İzmir, including individuals who purchased sustainable clothing and those who had not. The analysis reveals that attitude toward the behaviour, subjective norm, perceived behavioural control, environmental concern, and rich dimension of love of money positively affect behavioural intention, whereas the achievement dimension has a negative effect. The budget dimension of the love of money does not directly affect behavioural intention to purchase sustainable clothing. Perceived behavioural control moderates the links between attitude and behavioural intention, and between subjective norm and behavioural intention. Results contribute to the literature on sustainable clothing by examining the Theory of Planned Behaviour with limiting and enhancing variables simultaneously, and support decision-making for sustainable clothing companies.

Özet

Bu çalışma, Planlanmış Davranış Teorisi Modelini (davranışa yönelik tutum, öznel norm, algılanan davranışsal kontrol) modele çevresel kaygı, fiyat duyarlılığı ve para sevgisi-zenginlik, bütçe ve başarı boyutlarını ekleyerek genişletmeyi amaçlamaktadır. Ankara, İstanbul ve İzmir’de yaşayan ve daha önce sürdürülebilir giyim ürünleri satın almış ya da almamış bireyleri kapsayan 297 katılımcıdan çevrim içi olarak toplanan verilerin analizinde Yapısal Eşitlik Modellemesi kullanılmıştır. Analiz sonuçları, davranışa yönelik tutumun, öznel normun, algılanan davranışsal kontrolün, çevresel kaygının ve para sevgisinin zenginlik boyutunun davranışsal niyeti olumlu etkilediğini, başarı boyutunun ise olumsuz etkilediğini göstermektedir. Para sevgisinin bütçe boyutunun davranışsal niyet üzerinde doğrudan bir etkisi bulunmamaktadır. Algılanan davranışsal kontrol, davranışa yönelik tutum - davranışsal niyet ve öznel norm - davranışsal niyet arasındaki ilişkide düzenleyici bir rol oynamaktadır. Araştırmanın sonuçları, Planlanmış Davranış Teorisi kapsamında sürdürülebilir giyim ürünleri satın alma niyetini artıran ve sınırlandıran değişkenleri eş zamanlı olarak ele alarak literatüre katkı sağlamakta ve sürdürülebilir giyim ürünleri alanında faaliyet gösteren şirketlerin karar alma süreçlerini desteklemektedir.

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Cite This Article

Özcan, N. D., Gültekin, B. (2026). Examining the Theory of Planned Behaviour in the Context of Sustainable Clothing. Sosyoekonomi, Cilt: 34 Sayı: 69, 473–490. https://doi.org/10.17233/sosyoekonomi.2026.03.22

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