TY  - JOUR
T1  - THE MEDIATING ROLE OF GREEN TRUST IN THE EFFECT OF THE PREFERENCE FOR GREEN PRODUCTS ON THE PURCHASE INTENT OF HEALTH STUDENTS
AU  - Budak, Olkan
AU  - Fılız, Mustafa
AU  - Erdal, Nurgul
PY  - 2023
DA  - March
DO  - 10.17261/Pressacademia.2023.1726
JF  - Journal of Management Marketing and Logistics
JO  - JMML
PB  - Dilek TEKER
WT  - DergiPark
SN  - 2148-6670
SP  - 1
EP  - 18
VL  - 10
IS  - 1
LA  - en
AB  - Purpose- Today, sustainability is a very important concept so that future generations can live comfortable life. In this, it is very important to produce products that are compatible with nature, to trust the product or service, and to purchase them. This study was conducted to determine the mediating role of green trust in health education students' green product purchasing preferences.Methodology- The sample of the study consists of 330 students studying in health departments. In the analysis of the data, descriptive, explanatory factor, confirmatory factor, correlation and regression analyzes were performed.Findings- There is a significant relationship between green product preference and all sub-dimensions of green product preference (attitude, environmental concern, environmental knowledge, subjective rules) and green product purchase intention. There is a significant relationship between green product preference and green product trust in all sub-dimensions of green product preference (attitude, environmental concern, environmental knowledge, subjective rules). There is a significant relationship between trust in green products and purchasing green products. In the sub-dimensions of students' green product preferences and green product preferences (attitude, environmental concern, environmental knowledge), the effect on green product purchasing also has a mediating effect on the level of trust in green products. However, subjective rules do not have a mediating effect on green product purchasing, nor does the level of trust in green products.Conclusion- This study aims to increase the awareness of green products and green trust, which is important in sustainability, on purchasing behavior, especially among young people, and to make this a behavior. Thus, a comfortable life can be provided for future generations.
KW  - Sustainability
KW  - green product
KW  - green trust
KW  - purchasing behavior
KW  - health students
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