YEŞİLE BOYAMA VE YEŞİL SATIN ALMA DAVRANIŞI: ÇEVRESEL AÇIDAN SÜRDÜRÜLEBİLİR BİR BAKIŞ AÇISI

Yıl 2022, Sayı: 61, 407 - 436, 29.04.2022

Sinan Çavuşoğlu , Bülent Demirağ

https://doi.org/10.18070/erciyesiibd.997078

Öz

Çalışma, işletmelerin yeşile boyama uygulamalarına ilişkin tüketici algılarını ölçmek amacıyla gerçekleştirilmiştir. Bu kapsamda işletmelerin yeşile boyama uygulamaları ile tüketicilerin yeşil marka aşkı, yeşil marka imajı, yeşil marka sadakati ve yeşil satın alma davranışları arasındaki ilişki incelenmiştir. Araştırmanın evrenini Türkiye’de yeşil ürünleri deneyimleyen tüketiciler oluşturmaktadır. Araştırmanın veri analizi için Smart (PLS-SEM) kullanılmıştır. Gerçekleştirilen yapısal eşitlik modeli sonuçlarına göre, yeşile boyamanın yeşil satın alma davranışı, yeşil marka aşkı, yeşil marka imajı ve yeşil marka sadakati üzerinde olumsuz bir etkisinin olduğu tespit edilmiştir. Diğer yandan yeşil marka aşkı, yeşil marka imajı ve yeşil marka sadakatinin yeşil satın alma davranışı üzerinde olumlu etkileri olduğu belirlenmiştir. Çalışma kapsamında yeşil marka aşkı, yeşil marka imajı ve yeşil marka sadakatinin yeşile boyama ile yeşil satın alma davranışı arasında aracılık etkisi belirlenmeye çalışılmıştır. Gerçekleştirilen analizler neticesinde yeşil marka aşkı, yeşil marka imajı ve yeşil marka sadakatinin yeşile boyama ile yeşil satın alma davranışı arasında negatif kısmi aracılık etkisi tespit edilmiştir.

Anahtar Kelimeler

Yeşile boyama, Yeşil satın alma davranışı, Yeşil marka aşkı, Yeşil marka imajı, Yeşil marka sadakati

GREENWASH AND GREEN PURCHASE BEHAVIOR: AN ENVIRONMENTALLY SUSTAINABLE PERSPECTIVE

Öz

The study was carried out to measure consumer perceptions of greenwash practices of enterprises. In this context, the relationship between greenwash practices of enterprises and consumers' green brand love, green brand image, green brand loyalty and green purchase behavior were examined. The universe of the research consists of consumers who experience green products in Turkey. Smart (PLS-SEM) was used for data analysis of the research. According to the results of the structural equation model, it has been determined that greenwash has a negative effect on green purchase behavior, green brand love, green brand image and green brand loyalty. On the other hand, it has been determined that green brand love, green brand image and green brand loyalty have positive effects on green purchase behavior. Within the scope of the study, it was tried to determine the mediation effect of green brand love, green brand image and green brand loyalty between greenwash and green purchase behavior. As a result of the analyzes carried out, a negative partial mediation effect of green brand love, green brand image and green brand loyalty was found between greenwash and green purchase behavior.

Anahtar Kelimeler

Greenwash, Green purchase behavior, Green brand love, Green brand image, Green brand loyalty

Kaynakça

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