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Starting with 2000's the potential of this technology managed to catch the attention of governments, private sectors, and even key civil decision makers. By creating new resources for production systems, adding new functions to products and even equipping new products with extraordinary functions, this technology has quickly entered in research labs and, soon after, in the economic and social lives of the societies. Along with all these promises and its great potential, some doubts as well have been brought to public attention, namely issues related to the impact of nanoscience development upon health and the environment; this lead to a certain display of resistance to its benefits by recalling previous unsuccessful experiments and so not being able to demonstrate its potential to the public. The research results found in the literature draw attention to the fact that the initially low public awareness in respect with nanotechnology has gradually increased, and along with a general positivity a sense of concern created by uncertainties and risk perceptions has also emerged. Studies touching upon the importance of the perception of nanotechnology innovation Özet 2000'li yılların başından itibaren potansiyeli ile nanoteknoloji hükümetler, özel sektör ve sivil aktörlerin dikkatini çekmeyi başarmıştır. Üretim sistemlerine yeni kaynaklar yaratarak, ürünlere yeni işlevler katarak ve hatta sıra dışı işlevlerle donanmış yeni ürünleri üreten bu teknoloji toplumların ekonomik ve sosyal yaşamlarına da girmiştir. Tüm bu olağanüstü vaatlerin ve güçlü potansiyelin yanında nanobilimdeki sağlık ve çevre üzerinde yeni sorunları gündeme getiren belirsizlikler, kamusal alanda önceki olumsuz deneyimleri çağrıştırma, potansiyelini ortaya koyamadan nanoteknolojiye direnç geliştirme ihtimallerini yaratmıştır. Literatürdeki araştırmaların sonuçları da, kamuda başlarda düşük olan nanoteknoloji farkındalığının giderek yükseldiğini ve genel iyimserliğin yanında risk algıları ve belirsizliğin yarattığı endişelerin oluştuğuna dikkat çekmiştir. Çalışmalar, nanoteknoloji yeniliği ve ürünlerin toplumsal kabulü açısından algıların önemine değinmiştir. Nanobilime kaynak ayıran Türkiye'de ise kamu algıları konusunda son derece kısıtlı bir literatür bulunmaktadır. Bu doğrultuda çalışmada nanoteknoloji algılarının ölçülmesinde Rogers'ın Yeniliğin Yayılımı 1 Bu çalışma Dr. Ebru Güzeloğlu'nun "Nanoteknolojik ürün tüketimine yönelik toplumsal farkındalık yaratma sürecinde halkla ilişkilerin rolü" başlıklı doktora tez çalışması ve verilerinden türetilmiştir. 2 Dr., Ege Üniversitesi, İletişim Fakültesi, Halkla İlişkiler ve Tanıtım Bölümü, ebru.guzeloglu@ege.edu.tr . Akıllı ürünleriyle nano yeniliği: Gençlerin nanoteknoloji farkındalığı, fayda/risk algıları.

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PurposeIn this study, it is aimed to examine do-it-yourself (DIY) practices from sustainable and entrepreneurship perspectives and to understand how transformation mechanism works in between altruistic and utilitarian tendencies in shared economy market conditions. Meaning, material and competency of practice theory will be indicative in explaining transformation of existing practices, how practice is transformed and diffused in market ecosystem through the introduction of new objects and opportunities to better understand how values and meanings change.Design/methodology/approachThis study is a phenomenological research interested in explaining contingency of sustainability in between altruistic and market conditions in shared economy ecosystem through DIY practices. The sample of this study is made up of 15 participants actively carrying out DIY activities. Data is analysed with MAXQDA Analytics Pro 2018 program through grounded coding technique.FindingsDIYers' relationship with market results them to create roles subject to their dependence on altruistic values of sustainability and their stance to anti-consumption in between alternative and mainstream economy. When they converge to the market, DIY activities turn into medium of marketing activities. When they diverge from the market, they become “transformers” embracing principles of shared economy. Contingency appears depending on three conditions: one is related with active participation in DIY or market practices. Second is related with occupation status that DIYers have. Third is related with competence that active DIYers have.Research limitations/implicationsThis study is aimed only at active participants. Therefore, it is possible to see the effects of altruistic and market behaviour more clearly. However, this group represents a minor group that will make it possible to comment on a small group. This is one of the limitations of this study.Originality/valueIn the study, proximity and distance to mainstream market condition are taken as the basis and market structure is taken as an agent. By this way, DIYers' activities evaluated not only from social and economical perspective but also their transformation compared to capitalist market conditions challenging altruistic values of DIY, sustainability and sharing economy. Thus, this study is evaluating sustainability, shared economy and DIY not as an entity but as a process.

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