Yeşil Ürün Tutumunun Yeşil Satın Alma Niyeti, Geri Dönüşüm ve Yalın Tüketim Üzerindeki Etkisi

Year 2021, , 365 - 398, 23.08.2021

Bülent Yıldız , Dilber Nilay Kütahyalı

https://doi.org/10.33399/biibfad.875298

Cited By: 3

Abstract

Her geçen gün azalan doğal kaynaklar, kötüleşen çevresel koşullar tüketicileri bir noktada bilinçli olmaya teşvik etmeye başlamıştır. Tüketicilerin bu olumsuz şartları düzeltebilmek için elini taşın altına koyabilmesinde en temel faktör şüphesiz ürünlerdir. Bu ürünlerin çevreye olabildiğince en az zararı veren, kaynakları tüketme konusunda daha hassas ve geri dönüşümü olması ürünün “yeşil ürün” olarak değişim göstermesi olarak karşımıza çıkmaktadır. Yeşil ürünlere ilişkin olumlu tutuma sahip olan tüketiciler ise geri dönüşüm konusunda daha duyarlı olmaktadır. Bu amaçla bu çalışmada tüketicilerin yeşil ürün tutumunun yeşil satın alma niyeti, geri dönüşüm ve yalın tüketim davranışları üzerindeki etkisi araştırılmıştır. Bu çalışmada Mayıs 2020- Aralık 2020 tarihleri arasında Ankara ilinde ikamet etmekte olan tüketicilerden anket yöntemi ile veri toplanmıştır. Araştırmaya 572 tüketici katılmıştır. Ölçeklerin analizinde kullanılan yapısal eşitlik modeli analizi neticesinde yeşil ürün tutumunun yeşil satın alma niyeti, geri dönüşüm ve yalın tüketimi pozitif yönde anlamlı olarak etkilediği tespit edilmiştir. Çalışmada incelenen H1, H2 ve H3 hipotezlerinin desteklenmesi ile birlikte gerçekleştirilen diğer çalışmaların analiz sonuçları karşılaştırılmış ve sonuçların paralellik gösterdiği gözlemlenmiştir.

Keywords

yeşil ürün tutumu, yeşil satın alma niyeti, geri dönüşüm, yalın tüketim

The Effect of Green Product Attitude on Green Purchase Intention, Recycling and Lean Consumption

Abstract

Decreasing natural resources and deteriorating environmental conditions have started to encourage consumers to be conscious at some point. The most fundamental factor for consumers to take responsibility in order to correct these negative conditions are undoubtedly products. The fact that these products cause the least harm to the environment, are more sensitive about consuming resources and are recyclable is the change in the product as a "green product". Consumers who have a positive attitude towards green products are more sensitive to recycling. For this purpose, the effect of green product attitude of consumers on green purchasing intention, recycling and lean consumption behaviors was investigated in this study. In line with the purpose, data were collected from consumers residing in Ankara between May 2020 and December 2020 using a survey method. 572 consumers participated in the study. As a result of the structural equation model analysis used in the analysis of the scales, it was determined that the green product attitude positively affected the green purchase intention, recycling and lean consumption. Supporting the H1, H2 and H3 hypotheses examined in the study, the analysis results of other studies were compared and it was observed that the results were parallel.

Keywords

Green product attitude, green purchase intention, recycling, lean consumption

References

• Aboelmaged, M. (2021). E-Waste recycling behaviour: An integration of recycling habits into the theory of planned behaviour. Journal of Cleaner Production, 278, 124182.
• Ahmad, W., & Zhang, Q. (2020). Green purchase intention: Effects of electronic service quality and customer green psychology. Journal of Cleaner Production, 267, 122053.
• Albert, M. (2019). Sustainable frugal innovation-the connection between frugal innovation and sustainability. Journal of Cleaner Production, 237, 117747.
• Ambalaj Atıklarının Kontrolü Yönetmeliği (2021). Geri Dönüşüm.https://www.resmigazete.gov.tr/eskiler/2017/12/20171227-12.htm (Erişim tarihi: 24.01.2021).
• Arı, E., & Yılmaz, V. (2019). Üniversite öğrencilerinin evsel atık ayırma davranışlarının planlı davranış teorisi yardımıyla araştırılması. Batman Üniversitesi Yaşam Bilimleri Dergisi, 9(1), 53-68.
• Ariffin, S., Yusof, J.M., Putit, L., & Shah, M.I.A. (2016). Factors influencing perceived quality and repurchase intention towards green products. Procedia Economics and Finance, 37, 391-396.
• Cai, Z., Xie, Y., & Aguilar, F.X. (2017). Eco-Label credibility and retailer effects on green product purchasing intentions. Forest Policy and Economics, 80, 200-208.
• Chekima, B., Wafa, S.A.W.S.K., Igau, O.A., Chekima, S., & Sondoh Jr, S.L. (2016). Examining green consumerism motivational drivers: does premium price and demographics matter to green purchasing?. Journal of Cleaner Production, 112, 3436-3450.
• Chen, S. C., & Hung, C. W. (2016). Elucidating the factors influencing the acceptance of green products: An extension of theory of planned behavior. Technological Forecasting and Social Change, 112, 155-163.
• Çatı, K., & Öcel, Y. (2019). Yeşil pazarlama faaliyetleri çerçevesinde çevreci bilinç düzeyinin çevreci davranış üzerine etkisi: Düzce ili örneği. Gaziantep University Journal of Social Sciences, 18(4), 1412-1431.
• Dangelico, R.M., & Pontrandolfo, P. (2010). From green product definitions and classifications to the green option matrix. Journal of Cleaner Production, 18(16-17), 1608-1628.
• de Medeiros, J.F., & Ribeiro, J.L.D. (2017). Environmentally sustainable innovation: Expected attributes in the purchase of green products. Journal of Cleaner Production, 142, 240-248.
• de Medeiros, J.F., Ribeiro, J.L.D., & Cortimiglia, M.N. (2016). Influence of perceived value on purchasing decisions of green products in Brazil. Journal of Cleaner Production, 110, 158-169.
• Dhandra, T.K. (2019). Achieving triple dividend through mindfulness: more sustainable consumption, less unsustainable consumption and more life satisfaction. Ecological Economics, 161, 83-90.
• Dost, M., Pahi, M. H., Magsi, H. B., & Umrani, W. A. (2019). Influence of the best practices of environmental management on green product development. Journal of Environmental Management, 241, 219-225.
• Dursun, I., Kabadayı, E. T., & Tuğer, A. T. (2018). Çevreci tüketim davranışı: Boyutları ve ölçümü. Ömer Halisdemir Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 11(3), 42-66.
• Escario, J.J., Rodriguez-Sanchez, C., & Casaló, L.V. (2020). The influence of environmental attitudes and perceived effectiveness on recycling, reducing, and reusing packaging materials in Spain. Waste Management, 113, 251-260.
• Evans, D. (2011). Thrifty, green or frugal: Reflections on sustainable consumption in a changing economic climate. Geoforum, 42(5), 550-557.
• Guillen-Royo, M. (2019). Sustainable consumption and wellbeing: Does on-line shopping matter?. Journal of Cleaner Production, 229, 1112-1124.
• Hong P., Yang M.G.M. & Dobrzykowski D.D. (2014). Strategic customer service orientation, lean manufacturing practices and performance outcomes An empirical study. Journal of Service Management, 25 (5), 699-723
• In, F.B.C., & Ahmad, A. Z. B. (2017). Study on student recycling practices and awareness of green products. JOJAPS, Journal Onlıne Jarıngan Cot Polıpd, 7, 38-45.
• Jaiswal, D., & Kant, R. (2018). Green purchasing behaviour: A conceptual framework and empirical investigation of Indian consumers. Journal of Retailing and Consumer Services, 41, 60-69.
• Jan, I.U., Ji, S., & Yeo, C. (2019). Values and green product purchase behavior: the moderating effects of the role of government and media exposure. Sustainability, 11(23), 6642.
• Joshi, Y., & Rahman, Z. (2015). Factors affecting green purchase behaviour and future research directions. International Strategic Management Review, 3(1-2), 128-143.
• Junior, S.S.B., da Silva, D., Gabriel, M.L.D., & de Oliveira Braga, W. R. (2015). The effects of environmental concern on purchase of green products in retail. Procedia-Social and Behavioral Sciences, 170, 99-108.
• Kautish, P., & Sharma, R. (2019). Value orientation, green attitude and green behavioral intentions: An empirical investigation among young consumers. Young Consumers, 20(4), 338-358.
• Lee, K. (2009). Gender differences in hong kong adolescent consumers green purchasing behavior. Journal of Consumer Marketing. 26 (2), 87-96.
• Lin, P.C., & Huang, Y.H. (2012). The influence factors on choice behavior regarding green products based on the theory of consumption values. Journal of Cleaner Production, 22(1), 11-18.
• Lin, Y., Luo, J., Cai, S., Ma, S., & Rong, K. (2016), Exploring the service quality in the e-commerce context: A triadic view. Industrial Management & Data Systems, 116(3), 388-415.
• Liu, M.T., Liu, Y., & Mo, Z. (2020). Moral norm is the key an extension of the theory of planned behaviour (tpb) on Chinese consumers' green purchase intention. Asia Pacific Journal of Marketing and Logistics, 32(8), 1823-1841.
• Luh, Y.P., Chu, C.H., & Pan, C.C. (2010). Data management of green product development with generic modularized product architecture. Computers in Industry, 61 (3), 223-234.
• Majid, K.A., & Russell, C.A. (2015). Giving green a second thought: Modeling the value retention of green products in the secondary market. Journal of Business Research, 68(5), 994-1002.
• Maniatis, P. (2016). Investigating factors influencing consumer decision-making while choosing green products. Journal of Cleaner Production, 132, 215-228.
• Matsumoto, M., Chinen, K., & Endo, H. (2018). Remanufactured auto parts market in Japan: Historical review and factors affecting green purchasing behavior. Journal of Cleaner Production, 172, 4494-4505.
• Mobrezi, H., & Khoshtinat, B. (2016). Investigating the factors affecting female consumers willingness toward green purchase based on the model of planned behavior. Procedia Economics and Finance, 36, 441-447.
• Munerah, S., Koay, K.Y., & Thambiah, S. (2021). Factors influencing non-green consumers’ purchase intention: A partial least squares structural equation modelling (pls-sem) approach. Journal of Cleaner Production, 280, 124192.
• Özsaçmacı, B., & Özdemir, H. (2020). Çevre dostu ambalajlı ürün özelliklerinin tüketici tutum ve satın alma niyetine etkisi. İşletme Araştırmaları Dergisi, 12(3), 2682-2701.
• Parsaeifar, S., Bozorgi-Amiri, A., Naimi-Sadigh, A., & Sangari, M.S. (2019). A game theoretical for coordination of pricing, recycling, and green product decisions in the supply Chain. Journal of Cleaner Production, 226, 37-49.
• Paul, J., Modi, A., & Patel, J. (2016). Predicting green product consumption using theory of planned behavior and reasoned action. Journal of Retailing and Consumer Services, 29, 123-134.
• Pinho, A.C., Amaro, A.M., & Piedade, A.P. (2020). 3D printing goes greener: study of the properties of post-consumer recycled polymers for the manufacturing of engineering components. Waste Management, 118, 426-434.
• Radhakrishnan, S. (2016). Environmental implications of reuse and recycling of packaging. In Environmental Footprints of Packaging (pp. 165-192). Springer, Singapore.
• Shao, J., & Ünal, E. (2019). What do consumers value more in green purchasing? Assessing the sustainability practices from demand side of business. Journal of Cleaner Production, 209, 1473-1483.
• Sharma, B. (2014). Consumers attitudes, green practices, demographic and social ınfluences, and government policies: An emprical ınvestigation of their relationships. Journal of New Business Ideas & Trends, 12(2), 22-36.
• Sreen, N., Purbey, S., & Sadarangani, P. (2018). Impact of culture, behavior and gender on green purchase intention. Journal of Retailing and Consumer Services, 41, 177-189.
• Suki, N.M., Suki, N.M., & Azman, N.S. (2016). Impacts of corporate social responsibility on the links between green marketing awareness and consumer purchase intentions. Procedia Economics and Finance, 37, 262-268.
• Toklu, İ.T., & Ustaahmetoğlu, E. (2016). Tüketicilerin organik çaya yönelik tutumlarını ve satın alma niyetlerini etkileyen faktörler: Bir alan araştırması. Uluslararası Yönetim İktisat ve İşletme Dergisi, 12(29), 41-61.
• Toklu, T.A. (2019) Çevresel bilinç yeşil davranışı etkiler mi? Türkiye’nin Doğu Karadeniz Bölgesinde bir araştırma. İşletme Araştırmaları Dergisi, 11(4), 2799-2811.
• Tomasin, L., Pereira, G. M., Borchardt, M., & Sellitto, M. A. (2013). How can the sales of green products in the Brazilian supply Chain be increased?. Journal of Cleaner Production, 47, 274-282.
• Tseng, S.C., & Hung, S.W. (2013). A framework identifying the gaps between customers expectations and their perceptions in green products. Journal of Cleaner Production, 59, 174-184.
• Ustaahmetoğlu, E., & Tokul, İ.T. (2015). Organik gıda satın alma niyetinde tutum, sağlık bilinci ve gıda güvenliğinin etkisi üzerine bir araştırma. Ekonomik ve Sosyal Araştırmalar Dergisi, 11(1), 197-211.
• Ünüvar, Ş., Kılınç, C., Gök, H.S., & Şalvarcı, S. (2018). Turizm öğrencilerinin yeşil ürün tercihinin satın alma niyeti üzerine etkisi. Journal of Tourism and Gastronomy Studies, 6(1), 20-40.
• Wang, Y., & Hao, F. (2018). Does internet penetration encourage sustainable consumption? A cross-national analysis. Sustainable Production and Consumption, 16, 237-248.
• Wang, Y., Li, Y., Zhang, J., & Su, X. (2019b). How impacting factors affect Chinese green purchasing behavior based on fuzzy cognitive maps. Journal of Cleaner Production, 240, 118199.
• Wang, Y., Xiang, D., Yang, Z., & Ma, S. S. (2019a). Unraveling customer sustainable consumption behaviors in sharing economy: A socio-economic approach based on social exchange theory. Journal of Cleaner Production, 208, 869-879.
• Wu, J.H., Wu, C.W., Lee, C.T., & Lee, H.J. (2015). Green purchase intentions: an exploratory study of the taiwanese electric motorcycle market. Journal of Business Research, 68(4), 829-833.
• Yadav, R., & Pathak, G.S. (2017). Determinants of consumers green purchase behavior in a developing nation: Applying and extending the theory of planned behavior. Ecological Economics, 134, 114-122.
• Yang, Z., Jun, M., & Peterson, R. T. (2004), Measuring customer perceived online service quality: Scale development and managerial implications. International Journal of Operations & Production Management, 24(11), 1149-1174.
• Yen, Y.X., & Yen, S.Y. (2012). Top-management's role in adopting green purchasing standards in high-tech industrial firms. Journal of Business Research, 65(7), 951-959.
• Yeniçeri, T., & Güner, K. (2013). Enerji verimli ürünlere karşı tutumun ve çevre bilincinin satın alma niyetine etkileri üzerine bir araştırma. Pazarlama ve Pazarlama Araştırmaları Dergisi, 12, 47-67.
• Yılmaz, M.K., & Aytekin, R.İ. (2020). Genişletilmiş değer-tutum-davranış modeli bağlamında yeşil ürün satın alma davranışının incelenmesi. Hitit Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 13(2), 439-465.
• Yılmaz, V., Çelik, H.E., & Arslan, M.S.T. (2010). Enerji çeşitleri ve geri dönüşüme karşı tutumların çevresel davranışa etkisi. Fırat Üniversitesi Sosyal Bilimler Dergisi, 20(2), 323-342.
• Yook, K. H., Choi, J.H., & Suresh, N.C. (2018). Linking green purchasing capabilities to environmental and economic performance: the moderating role of firm size. Journal of Purchasing and Supply Management, 24(4), 326-337.
• Zhang, L., Li, D., Cao, C., & Huang, S. (2018). The influence of greenwashing perception on green purchasing intentions: The mediating role of green word-of-mouth and moderating role of green concern. Journal of Cleaner Production, 187, 740-750.