DIŞA DÖNÜKLÜK VE YEŞİL REKLAMA YÖNELİK TUTUMLARIN YEŞİL SATIN ALMA NİYETİNE ETKİSİ

Year 2020, , 186 - 198, 10.03.2020

Nevin Altuğ Şeniz Özhan Suad Meco

https://doi.org/10.17130/ijmeb.700849

Cited By: 3

Abstract

Yeşil reklamcılığın amacı, tüketicileri bir şirketin ürün ve hizmetlerinin çevresel
yönleri hakkında bilgilendirmek, çevre dostu markalar ve işletmeler için bilinç oluşturmak
ve yeşil ürünlere olan talebi teşvik etmektir. Bu araştırmada, beş faktör kişilik boyutlarından
dışadönüklük ile yeşil reklama yönelik tutumların yeşil ürün satın alma niyetine etkisinin
incelenmesi amaçlanmıştır. Trakya Üniversitesi öğrencilerinden yüz yüze anket yöntemiyle
toplanan veriler yapısal eşitlik modellemesi ile test edilmiştir. Analiz sonucunda, dışa
dönüklüğün yeşil reklama yönelik bilişsel-duyuşsal tepkileri ve tüketicilerin şirketlere ve
ürünlere tepkilerini etkilediği tespit edilmiştir. Tüketicilerin şirketlere ve ürünlere tepkilerinin
de yeşil satın alma niyeti üzerinde etkili olduğu görülmüştür.

Keywords

Dışa Dönüklük, Yeşil Reklam, Yeşil Reklam Tutumu, Yeşil Satın Alma Niyeti

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