Yeşil Pazarlamanın Elektrikli Araç Satın Alma Niyeti Üzerindeki Etkisinde Yeşil Ürün Tutumu, Yeşil Algılanan Yenilikçilik ve Yeşil Algılanan Değerin Aracı Rolü

Öz

Bu çalışma, yeşil pazarlamanın elektrikli araç satın alma niyeti üzerindeki etkisini araştırmayı amaçlamaktadır. Ayrıca, bu çalışma, yeşil ürün tutumu, yeşil algılanan yenilikçilik ve yeşil algılanan değerin bu etkide aracı bir rol oynayıp oynamadığını da incelemektedir. Veriler, kartopu örnekleme yöntemi kullanılarak hedef popülasyondan toplanmıştır. Sosyal medya kanalları aracılığıyla ulaşılan kişilere çevrimiçi bir anket gönderilmiştir. 261 kişiden veri elde edilmiş ve SPSS, AMOS ve JAMOVI programları kullanılarak analiz edilmiştir. Analiz sonuçlarına göre, yeşil pazarlamanın yeşil ürün tutumu, yeşil algılanan yenilikçilik, yeşil algılanan değer ve elektrikli araç satın alma niyeti üzerinde olumlu ve anlamlı bir etkisi olduğu bulunmuştur. Yeşil ürün tutumu, yeşil algılanan yenilikçilik ve yeşil algılanan değerin de elektrikli araç satın alma niyeti üzerinde olumlu ve anlamlı bir etkisi olduğu tespit edilmiştir. Ek olarak, yeşil ürün tutumu, yeşil algılanan yenilikçilik ve yeşil algılanan değerin, yeşil pazarlamanın elektrikli araç satın alma niyeti üzerindeki etkisinde aracı bir rol oynadığı belirlenmiştir. Çalışma bulgularının tartışılması sunulmuştur. Bulgular ve literatür ışığında önerilerde bulunulmuştur.

Anahtar Kelimeler

• Yeşil Pazarlama
• Tutum
• Yenilikçilik
• Değer
• Satın Alma Niyeti

The Mediating Role of Green Product Attitude, Green Perceived Innovativeness and Green Perceived Value in the Effect of Green Marketing on Electric Vehicle Purchase Intention

Abstract

This study aims to investigate the effect of green marketing on electric vehicle purchase intention. Also, this study explores whether green product attitude, green perceived innovativeness and green perceived value have a mediating role in this effect. Data were collected from the target population using the snowball sampling method. An online survey was shared with people reached through social media channels. Data were obtained from 261 people and analyzed using SPSS, AMOS and JAMOVI programs. According to the analysis results, green marketing had a positive and significant effect on green product attitude, green perceived innovativeness, green perceived value and electric vehicle purchase intention. Green product attitude, green perceived innovativeness and green perceived value had a positive and significant effect on electric vehicle purchase intention. In addition, green product attitude, green perceived innovativeness and green perceived value had a mediating role in the effect of green marketing on electric vehicle purchase intention. A discussion of the study findings is provided. Suggestions are made in light of the findings and literature.

Keywords

• Green Marketing
• Attitude
• Innovativeness
• Value
• Purchase Intention

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