TY  - JOUR
T1  - Çevresel Değerlerin Ekonomik Davranışlara Dönüşümü: Yeşil Tüketici Kimliğinin Daha Fazla Ödeme İstekliliğindeki Aracılık Rolü
TT  - Transforming Environmental Values into Economic Behaviour: The Mediating Role of Green Consumer Identity in Willingness to Pay More
AU  - Gülmez, Yavuz Selim
PY  - 2025
DA  - October
Y2  - 2025
DO  - 10.54733/smar.1727850
JF  - Sosyal Mucit Academic Review
JO  - SMAR
PB  - Erhan AYDIN
WT  - DergiPark
SN  - 2718-1081
SP  - 195
EP  - 227
VL  - 6
IS  - Global Academic Perspective in Social Sciences
LA  - tr
AB  - Bu çalışma, bireylerin çevresel değerlere ilişkin tutum ve eğilimlerinin, yeşil ürünlere yönelik daha fazla ödeme arzusunu nasıl etkilediğini incelemeyi amaçlamaktadır. Bu bağlamda çalışma, Türkiye genelinde 404 katılımcıyla çevrim içi anket yöntemi kullanılarak yürütülmüş ve kolayda örnekleme tercih edilmiştir. Veri toplama aracı olarak çevre yanlısı davranışlar, bireysel değerler, yeşil tüketicilik ve daha fazla ödeme arzusu ölçekleri uygulanmış, ölçüm modellerinin geçerlik ve güvenirliği test edilmiştir. Analiz sürecinde frekans, faktör ve güvenirlik analizleri ile birlikte, değişkenler arasındaki doğrudan ve dolaylı etkileri incelemek amacıyla bootstrap tabanlı aracılık analizi gerçekleştirilmiştir. Bulgular, çevre yanlısı davranışlar ve bireysel değerlerin yeşil ürünlere yönelik daha fazla ödeme arzusu üzerindeki doğrudan etkisinin anlamlı olmadığını, ancak her iki değişkenin yeşil tüketicilik aracılığıyla güçlü ve anlamlı dolaylı etkiler oluşturduğunu göstermektedir. Araştırma, bireylerin sahip oldukları çevresel değerleri, yeşil tüketici kimliklerini içselleştirmeleri aracılığıyla ekonomik davranışlara dönüştürülebileceğini ortaya koymakta ve değerlerin eyleme dönüşümünde kimlik temelli bilişsel süreçlerin önemini vurgulamaktadır. Bu bağlamda çalışma, sürdürülebilir tüketim davranışlarını anlamaya yönelik literatüre kuramsal katkı sağlamakta ve pazarlama stratejileri ile çevre politikaları için yol gösterici çıkarımlar sunmaktadır.
KW  - yeşil tüketicilik
KW  - bireysel değerler
KW  - çevre yanlısı davranışlar
KW  - daha fazla ödeme arzusu
KW  - aracılık
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