Tüketici Yeşil Yıkama Algısının Yeşil Marka Denkliğine Etkisi: Yeşil Algılanan Risk ve Yeşil Kafa Karışıklığının Aracılık Rolü

Year 2023, , 169 - 187, 26.06.2023

Çağatay Akdoğan , Yasin Yılmaztürk

https://doi.org/10.33399/biibfad.1245187

Abstract

Aşırı üretim doğal kaynakların azalmasına ve ekolojinin bozulmasına neden olmaktadır. Bu tahribatın ortadan kaldırılmasına yönelik uygulamalar, ürünün tüm kullanım süresi boyunca çevresel etkisi en aza indirilen “yeşil ürün” kavramını ortaya çıkarmaktadır. Pek çok marka/ürün, kendilerinin “yeşil” olduğunu iddia eden iletişim mesajlarını kullanmaktadır. Bu durum, işletmelerin çevresel uygulamaları ya da ürünün çevresel faydaları konusunda tüketicileri yanıltması olarak ifade edilen “yeşil yıkama” kavramının ortaya çıkmasına neden olmuştur. Bu gelişmeler, tüketicilerin “gerçek yeşil ürünler” ile “yeşil görünen ürünler” arasında kafa karışıklığı yaşamasına sebebiyet vermektedir. Bu kapsamda araştırmada, tüketicilerin yeşil yıkama algısının yeşil marka denkliği üzerindeki etkisinin incelenmesi, ayrıca bu etkide yeşil algılanan risk ve yeşil kafa karışıklığının aracılık rolünün belirlenmesi amaçlanmaktadır. Bu amaç doğrultusunda yeşil ürün satın almış olan tüketicilerden oluşan örneklem grubundan kolayda örnekleme yöntemi kullanılarak çevrimiçi anket yöntemiyle 547 veri elde edilmiştir. Ankette tüketicilere ait demografik sorular ve yeşil ürün tercihleriyle ilgili sorular bulunmaktadır. Bunun yanında, tüketicilerin yeşil yıkama algısını (YYA), yeşil algılanan riskini (YAR), yeşil kafa karışıklığını (YKK) ve yeşil marka denkliğini (YMD) değerlendirebilecek ölçeklerden yararlanılmıştır. Veriler SPSS 24 ve MPLUS8 programları ile analiz edilmiştir. Araştırma sonucunda YYA’nın YAR, YKK ve YMD üzerinde anlamlı etkisi olduğu, YYA’nın YMD üzerindeki etkisinde YKK’nın aracılık rolünün olduğu görülmektedir.

Keywords

Yeşil yıkama, yeşil algılanan risk, yeşil kafa karışıklığı, yeşil marka değeri.

Supporting Institution

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Project Number

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Thanks

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The Effect of Consumer Greenwashing Perception on Green Brand Equity: The Mediating Role of Green Perceived Risk and Green Confusion

Abstract

Excessive production lead to a depletion of the environment's natural resources. Practices to remove this destruction introduce the “green product” concept, which minimizes the environmental effect of a product throughout its usage. Most brands/products use communication messages claiming they are “green.” This situation has introduced the “greenwashing” concept, which is expressed as the misguidance of consumers by enterprises concerning environmental practices or environmental advantages of a product. These developments cause consumers to have confusion between “green products” and “products that seem to be green.” The present study sought to examine the effect of consumer greenwashing perception on green brand equity and determine the mediating role of green perceived risk and green confusion in this effect. The researchers acquired 547 data from a sample group comprising consumers who had bought green products using a convenience sampling method via an online survey. The survey had demographic questions about consumers and questions about green product choices. Additionally, the researchers used scales to evaluate the consumers’ greenwashing perception (GWP), green perceived risk (GPR), green confusion (GC), and green brand equity (GBE). The SPSS 24 and MPLUS8 programs examined the study's data. According to the findings, GWP significantly impacted GPR, GC, and GBE. Furthermore, the mediating role of GC in the effect of GWP on GBE has been revealed.

Keywords

Greenwashing, green perceived risk, green confusion, green brand equity

Project Number

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