{"id":4916,"date":"2022-02-21T17:35:23","date_gmt":"2022-02-21T17:35:23","guid":{"rendered":"https:\/\/www.gidaperakendecileri.org\/?p=4916"},"modified":"2022-02-21T17:45:12","modified_gmt":"2022-02-21T17:45:12","slug":"kurumsal-sosyal-sorumluluk-satin-alma-kararlarini-etkiliyor","status":"publish","type":"post","link":"https:\/\/www.gidaperakendecileri.org\/?p=4916","title":{"rendered":"Kurumsal Sosyal Sorumluluk, Sat\u0131n Alma Kararlar\u0131n\u0131 Etkiliyor"},"content":{"rendered":"\t\t
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Ara\u015ft\u0131rma \u015firketi BAREM, global orta\u011f\u0131 WIN Grubu ile birlikte, 39 \u00fclkede ger\u00e7ekle\u015ftirdi\u011fi \u00e7al\u0131\u015fma ile ‘kurumsal sosyal sorumluluk’ kavram\u0131n\u0131n bilinirli\u011fini ve etkisini ara\u015ft\u0131rd\u0131. Kurumsal sosyal sorumlulu\u011fun bilinirli\u011fini ve etkisini \u00f6l\u00e7en ara\u015ft\u0131rma, d\u00fcnya genelinde ki\u015filerin %48\u2019inin bu kavramdan haberdar oldu\u011funu, %42\u2019sinin ise daha \u00f6nce hi\u00e7 duymad\u0131\u011f\u0131n\u0131 ortaya koydu. Ara\u015ft\u0131rmaya kat\u0131lanlar\u0131n y\u00fczde 70\u2019i, m\u00fc\u015fterisi olduklar\u0131 markalar\u0131n sosyal sorumlu davran\u0131\u015flar\u0131n\u0131n kendileri i\u00e7in \u00f6nemli oldu\u011funu s\u00f6yl\u00fcyor. <\/strong><\/span><\/h3>

Son y\u0131llarda i\u015f d\u00fcnyas\u0131nda s\u0131kl\u0131kla duydu\u011fumuz bir kavram olan kurumsal sosyal sorumluluk (KSS), \u015firketlerin, \u201cetik davran\u0131\u015f\u0131\u201d ve i\u015flerinin \u00e7evre, toplum ve insanlar (vatanda\u015f, m\u00fc\u015fteriler, \u00e7al\u0131\u015fanlar) \u00fczerindeki etkisini dikkate almalar\u0131 \u015feklinde tan\u0131mlan\u0131yor. BAREM, global orta\u011f\u0131 WIN Grubu ile birlikte, 39 \u00fclkede 33.236 ki\u015fi ile ger\u00e7ekle\u015ftirdi\u011fi ara\u015ft\u0131rma ile kurumsal sosyal sorumluluk kavram\u0131n\u0131n bilinirli\u011fini ve etkisini ortaya \u00e7\u0131kard\u0131. <\/span><\/p>

Kurumsal Sosyal Sorumluluk, Yeterince Bilinmiyor<\/span><\/strong>
D\u00fcnyada ara\u015ft\u0131rmaya kat\u0131lan ki\u015filerin %48\u2019si KSS kavram\u0131ndan haberdarken, %42\u2019si bu kavram\u0131 daha \u00f6nce hi\u00e7 duymad\u0131\u011f\u0131n\u0131 s\u00f6yl\u00fcyor. KSS fark\u0131ndal\u0131\u011f\u0131 erkeklerde kad\u0131nlara g\u00f6re daha y\u00fcksek olup, ya\u015f ve e\u011fitim y\u00fckseldik\u00e7e art\u0131yor. \u00c7al\u0131\u015fma durumuna bak\u0131ld\u0131\u011f\u0131nda; tam g\u00fcn \u00e7al\u0131\u015fanlar, \u00f6\u011frenciler ve emekliler bu kavrama daha yak\u0131n. Yar\u0131 zamanl\u0131 \u00e7al\u0131\u015fanlar, i\u015fsizler ve ev kad\u0131nlar\u0131 ise kavram\u0131 daha az biliyor. B\u00f6lgeler aras\u0131nda da anlaml\u0131 farklar g\u00f6r\u00fcn\u00fcyor. Avrupa ve Asya Pasifik B\u00f6lgelerinde kurumsal sosyal sorumlulu\u011fun ne oldu\u011funu bilenlerin oran\u0131 bilmeyenlere g\u00f6re daha y\u00fcksek. Amerika k\u0131tas\u0131 da aradaki fark \u00e7ok az da olsa, bu gruba kat\u0131labilir. Di\u011fer taraftan Ortado\u011fu B\u00f6lgesi\u2019nde n\u00fcfusun %60\u2019\u0131 bu kavram\u0131 bilmiyor, bilenlerin oran\u0131 yaln\u0131zca %35.<\/span><\/p>

T\u00fcrkiye\u2019de KSS Kavram\u0131<\/span><\/strong>
T\u00fcrkiye\u2019de KSS kavram\u0131n\u0131 bilenlerin oran\u0131, d\u00fcnya ortalamas\u0131na g\u00f6re olduk\u00e7a d\u00fc\u015f\u00fck (%31). Bu oranla T\u00fcrkiye 39 \u00fclke aras\u0131nda 34. s\u0131rada. T\u00fcrkiye\u2019de KSS bilinirli\u011fi \u00fcst sosyoekonomik stat\u00fc (%51), \u00fcst e\u011fitim (%48) ve \u00fcst gelir (%40) gruplar\u0131 ile \u00fccretli veya maa\u015fl\u0131 \u00e7al\u0131\u015fanlar (%35) aras\u0131nda ortalamadan y\u00fcksek.<\/span>
Ara\u015ft\u0131rma, kurumsal sosyal sorumluluk tan\u0131m\u0131n\u0131n hen\u00fcz yeterince yerle\u015fmedi\u011fini ortaya koyuyor. Bu durum ileti\u015fim ve fark\u0131ndal\u0131k \u00e7abalar\u0131na ihtiya\u00e7 duyuldu\u011fu anlam\u0131na geliyor. Ancak tan\u0131mland\u0131\u011f\u0131nda bireylerin bu kavrama uzak olmad\u0131\u011f\u0131 ve bu konuda yorum yapabildikleri g\u00f6r\u00fcl\u00fcyor.<\/span><\/p>

T\u00fcketici, KSS \u00c7al\u0131\u015fmalar\u0131n\u0131 Samimi Bulmuyor<\/span><\/strong>
\u015eirketlerin kurumsal sosyal sorumlulu\u011fa ne kadar ciddi yakla\u015ft\u0131klar\u0131 ve \u00e7abalar\u0131nda ne kadar samimi olduklar\u0131 sorusuna gelen cevaplar pek olumlu de\u011fil. D\u00fcnya genelinde g\u00f6r\u00fc\u015f\u00fclen ki\u015filerin %39’u \u015firketlerin KSS \u00e7abalar\u0131n\u0131 samimi de\u011fil, g\u00f6stermelik olarak de\u011ferlendiriyor, %25\u2019i ise \u00e7o\u011fu \u015firketin kurumsal sosyal sorumlulukla hi\u00e7 ilgilenmedi\u011fini, yaln\u0131zca i\u015flerine odakland\u0131\u011f\u0131n\u0131 d\u00fc\u015f\u00fcn\u00fcyor. \u00c7o\u011fu \u015firketin, kurumsal sosyal sorumluluk ve s\u00fcrd\u00fcr\u00fclebilirlik konular\u0131nda ciddi olarak \u00e7al\u0131\u015f\u0131yor oldu\u011funu d\u00fc\u015f\u00fcnen bu kesimin oran\u0131 ise %19. Bu oran Asya Pasifik b\u00f6lgesinde %31’e ula\u015f\u0131yor. En kritik sonu\u00e7 ise \u015firketlerin KSS \u00e7abalar\u0131n\u0131n g\u00f6stermelik oldu\u011funu d\u00fc\u015f\u00fcnenlerin %48\u2019e, \u015firketlerin bu konuyu hi\u00e7 \u00f6nemsemediklerini d\u00fc\u015f\u00fcnenlerin ise %35\u2019e \u00e7\u0131kt\u0131\u011f\u0131 Ortado\u011fu\u2019dan geliyor.<\/span>
Y\u00fcksek e\u011fitimli ki\u015filer aras\u0131nda, \u015firketlerin KSS kapsam\u0131nda ciddi \u015fekilde \u00e7al\u0131\u015ft\u0131\u011f\u0131na inanan daha fazla kat\u0131l\u0131mc\u0131 var, ancak \u201csadece g\u00f6steri\u015f\u201d oldu\u011funa dair inan\u00e7 hala ge\u00e7erli. Ara\u015ft\u0131rmaya kat\u0131lan \u00fclkeler i\u00e7inde, \u201c\u00e7o\u011fu \u015firket KSS ve s\u00fcrd\u00fcr\u00fclebilirlik ile ciddi \u015fekilde \u00e7aba g\u00f6steriyor\u201d d\u00fc\u015f\u00fcncesinde en y\u00fcksek oran\u0131 Asya Pasifik \u00fclkeleri ald\u0131. Bununla birlikte hemen hemen her \u00fclkede, \u015firketlerin KSS konusunda dikkatsiz olduklar\u0131na dair g\u00f6r\u00fc\u015f h\u00e2kim.<\/span>
T\u00fcrkiye\u2019de \u015firketlerin KSS ve s\u00fcrd\u00fcr\u00fclebilirlik konular\u0131nda ciddi olarak \u00e7al\u0131\u015ft\u0131\u011f\u0131n\u0131 d\u00fc\u015f\u00fcnenlerin oran\u0131 yaln\u0131zca %7. Bu oranla T\u00fcrkiye, 39 \u00fclke aras\u0131nda 38. s\u0131rada yer al\u0131yor. Bu konuda demografik k\u0131r\u0131l\u0131mlarda anlaml\u0131 bir fark g\u00f6r\u00fcnm\u00fcyor. G\u00f6r\u00fc\u015f\u00fclen ki\u015filerin yar\u0131dan \u00e7o\u011fu (%52), \u015firketlerin KSS \u00e7al\u0131\u015fmalar\u0131n\u0131 samimi bulmuyor ve g\u00f6stermelik olarak yap\u0131ld\u0131\u011f\u0131n\u0131 d\u00fc\u015f\u00fcn\u00fcyor. Bu konuya \u00fcst e\u011fitim grubu (%69), \u00fcst sosyoekonomik stat\u00fc gruplar\u0131 (%64), \u00fcst gelir grubu (%61) ve gen\u00e7ler (%57) daha da \u015f\u00fcpheci yakla\u015f\u0131yor.<\/span>
G\u00f6r\u00fc\u015f\u00fclen ki\u015filerin \u00fc\u00e7te biri (%32) ise \u015firketlerin KSS ile ilgilenmedi\u011fi ve i\u015flerine bakt\u0131klar\u0131 fikrinde. Alt e\u011fitim ve sosyoekonomik stat\u00fc gruplar\u0131 (%40) ile erkekler ve orta sosyoekonomik stat\u00fc gruplar\u0131 (%37) bu fikre daha yatk\u0131n. G\u00f6r\u00fc\u015f\u00fclen ki\u015filer \u015firketlerin s\u00fcrd\u00fcr\u00fclebilir hedeflere ba\u011fl\u0131l\u0131\u011f\u0131 konusunda \u015f\u00fcpheci. Bu da bir yandan \u015firketlerin fark\u0131ndal\u0131\u011f\u0131, di\u011fer yandan g\u00fcveni ve \u015feffafl\u0131\u011f\u0131 artt\u0131rma ihtiyac\u0131n\u0131 bir kez daha vurguluyor.<\/span><\/p>

T\u00fcketicinin Firmalardan Beklentisi Var<\/span><\/strong>
D\u00fcnya genelinde g\u00f6r\u00fc\u015f\u00fclen ki\u015filerin \u00e7o\u011fu (%70) m\u00fc\u015fterisi olduklar\u0131 firmalar\u0131n\/markalar\u0131n sosyal sorumlu davran\u0131\u015flar\u0131n\u0131n kendileri i\u00e7in \u00f6nemli oldu\u011funu s\u00f6yl\u00fcyor. KSS\u2019nin \u00f6nemsiz oldu\u011funu d\u00fc\u015f\u00fcnenlerin oran\u0131 ise %24. \u00c7al\u0131\u015fma durumuna bak\u0131ld\u0131\u011f\u0131nda, \u00f6\u011frenciler, tam g\u00fcn \u00e7al\u0131\u015fanlar ve emeklilerin KSS\u2019ye daha \u00e7ok \u00f6nem verdikleri g\u00f6r\u00fcl\u00fcyor. E\u011fitim seviyesi artt\u0131k\u00e7a KSS kavram\u0131n\u0131n \u00f6nem derecesi art\u0131yor.<\/span>
T\u00fcrkiye\u2019de m\u00fc\u015fterisi olduklar\u0131 firmalar\u0131n KSS davran\u0131\u015flar\u0131n\u0131n \u00f6nemli oldu\u011funu s\u00f6yleyenlerin oran\u0131 d\u00fcnya ortalamas\u0131n\u0131n \u00fcst\u00fcnde (%75). Bu oranla T\u00fcrkiye 39 \u00fclke i\u00e7inde 13. s\u0131rada yer al\u0131yor. \u00dcst gelir grubu (%82), \u00fcst e\u011fitim grubu ile \u00fccretli veya maa\u015fl\u0131 \u00e7al\u0131\u015fanlar (%80) ve \u00fcst sosyoekonomik stat\u00fc gruplar\u0131 (%79) \u015firketlerin KSS faaliyetlerini daha \u00e7ok \u00f6nemsiyor.<\/span><\/p>

KSS, Sat\u0131n Alma Kararlar\u0131n\u0131 Etkiliyor<\/span><\/strong>
K\u00fcresel d\u00fczeyde ki\u015filerin %62’si \u015firketlerin sosyal sorumlu davran\u0131\u015flar\u0131n\u0131n sat\u0131n alma kararlar\u0131n\u0131 etkiledi\u011fini s\u00f6ylerken, %31’i etkilemedi\u011fini s\u00f6yl\u00fcyor. Yani insanlar \u015firketlerin etik davran\u0131\u015f ve sosyal rol\u00fcne \u00f6nem veriyorlar.<\/span>
Sonu\u00e7lar, b\u00f6lgeler ve cinsiyet aras\u0131nda benzer da\u011f\u0131l\u0131rken, ya\u015f k\u0131r\u0131l\u0131mlar\u0131nda durum farkl\u0131la\u015f\u0131yor; daha ya\u015fl\u0131 insanlar, sat\u0131n alma s\u00f6z konusu oldu\u011funda KSS ve \u015firketlerin etik davran\u0131\u015flar\u0131ndan daha az etkilenme e\u011filimindeler.<\/span>
T\u00fcrkiye\u2019de \u015firketlerin KSS faaliyetlerinin sat\u0131n alma davran\u0131\u015flar\u0131na etkisi oldu\u011funu s\u00f6yleyenlerin oran\u0131 %80. T\u00fcrkiye bu oranla 39 \u00fclke aras\u0131nda 4. s\u0131rada. \u00d6\u011frenciler (%88), \u00fcniversite ve lise e\u011fitimli ki\u015filer (%84) i\u00e7in bu etki daha da fazla.<\/span>
\u0130nsanlar, \u015firketlerin KSS davran\u0131\u015flar\u0131n\u0131n kendileri i\u00e7in \u00f6nemli oldu\u011funu ve ayn\u0131 zamanda sat\u0131n alma kararlar\u0131n\u0131 do\u011frudan etkiledi\u011fini ifade ediyorlar.<\/span><\/p>

Ara\u015ft\u0131rma K\u00fcnyesi:<\/strong> Ara\u015ft\u0131rma 15 Ekim-18 Aral\u0131k 2021 tarihleri aras\u0131nda 39 \u00fclkede 33.326 ki\u015fiyle \u00e7e\u015fitli y\u00f6ntemlerle g\u00f6r\u00fc\u015f\u00fclerek ger\u00e7ekle\u015ftirildi. T\u00fcrkiye\u2019de 25 Ekim-30 Kas\u0131m 2021 tarihleri aras\u0131nda CATI (Bilgisayar Destekli Telefon G\u00f6r\u00fc\u015fmesi) y\u00f6ntemiyle 1003 ki\u015fi ile g\u00f6r\u00fc\u015f\u00fcld\u00fc.<\/em><\/p><\/div>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

Ara\u015ft\u0131rma \u015firketi BAREM, global orta\u011f\u0131 WIN Grubu ile birlikte, 39 \u00fclkede ger\u00e7ekle\u015ftirdi\u011fi \u00e7al\u0131\u015fma ile ‘kurumsal sosyal sorumluluk’ kavram\u0131n\u0131n bilinirli\u011fini ve etkisini ara\u015ft\u0131rd\u0131. Kurumsal sosyal sorumlulu\u011fun bilinirli\u011fini ve etkisini \u00f6l\u00e7en ara\u015ft\u0131rma, d\u00fcnya genelinde ki\u015filerin %48\u2019inin bu kavramdan haberdar oldu\u011funu, %42\u2019sinin ise daha \u00f6nce hi\u00e7 duymad\u0131\u011f\u0131n\u0131 ortaya koydu. Ara\u015ft\u0131rmaya kat\u0131lanlar\u0131n y\u00fczde 70\u2019i, m\u00fc\u015fterisi olduklar\u0131 markalar\u0131n sosyal sorumlu […]<\/p>\n","protected":false},"author":2,"featured_media":4917,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[23,32],"tags":[],"class_list":{"0":"post-4916","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-haberler","8":"category-sektorden-haberler-haberler"},"featured_image_src":"https:\/\/www.gidaperakendecileri.org\/wp-content\/uploads\/2022\/02\/kss-arastirma.jpg","author_info":{"display_name":"H\u00fcnkar G\u00f6rel","author_link":"https:\/\/www.gidaperakendecileri.org\/?author=2"},"yoast_head":"\nKurumsal Sosyal Sorumluluk, Sat\u0131n Alma Kararlar\u0131n\u0131 Etkiliyor - 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