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

Year 2020, Volume: 16 Issue: 1, 186 - 198, 10.03.2020
https://doi.org/10.17130/ijmeb.700849

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.

References

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  • Akehurst, G., Afonso, C., & Goncalves, H. (2012). Re-examining green purchase behaviour and the green consumer profile: New evidences. Management Decision, 50(5), 972-988.
  • Akpoghiran, P. (2013). Towards environmental management: A case of green advertising for consumer’s responsible environmental behaviour. Knowledge Review, 27(1), 1-10.
  • Attia, S.T. (2014). The effect of green advertising as a moderator on green purchase attitude - green purchase intentions relationship. The case of young Egyptian consumers. Journal of IMS Group, 11(1), 01-15.
  • Baltaş, A. (2013). İnsana ve işe değer katan yeni İK. (2. Basım). İstanbul: Remzi Kitabevi.
  • Elshaug, C., & Metzer, J. (2001). Personality attributes of volunteers and paid workers engaged in similar occupational tasks. Journal of Social Psychologhy, 141(6), 752–763.
  • Florenthal, B., & Arling, P.A. (2011). Do green lifestyle consumers appreciate low involvement green products. Marketing Management Journal, 21(2), 35-45.
  • Fraj, E., & Martinez, E. (2006). Influence of personality on ecological consumer behaviour. Journal of Consumer Behaviour, 5(3), 167–181.
  • Furlow, N., & Knott, C. (2009). Who’s reading the label? Millennials’ use of environmental product labels. Journal of Applied Business and Economics, 10(3), 1–12.
  • Gupta, S., & Ogden, D. (2009). To buy or not to buy? A social dilemma perspective on. Journal of Consumer Marketing, 26(6), 376-391.
  • Hair, C. F., Anderson, R. E., Tatham, R. L. & Black, V. C. (2005). Multivariate data analaysis. (6. Baskı). New Jersey: Printence Hall.
  • Haytko, D., & Matulich, E. (2009). Green advertising and environmentally responsible consumer behaviors: Linkages examined. Journal of Management and Marketing Research, 1, 2-11.
  • Iyer, E., & Banerjee, B. (1993). Anatomy of green advertising. Advances in Consumer Research, 20, 494-501.
  • Kalafatis, S., Pollard, M., East, R., & Tsogas, M. (1999). Green marketing and Ajzen’s theory of planned behaviour: A cross market examination. Journal of Consumer Marketing, 16(5), 441-460.
  • Kayış, A. (2009). Güvenilirlik analizi. İçinde: Spss uygulamalı çok değişkenli istatistik teknikleri (Ed. Ş. Kalaycı). Ankara: Asil Yayın Dağıtım.
  • Kotchen, M.J., & Reiling, S.D. (2000). Enviromental attitudes, motivations, and contingent valuation of nonuse values: A case study involving endangered specis. Ecological Economics, 32(1), 93-107.
  • Markowitz, E.M., Goldberg, L.R., Ashton, M.C., & Lee, K. (2012). Profiling the ‘‘pro-environmental individual’’: A personality perspective. Journal of Personality, 80(1), 81–111.
  • Mc Adams, D.P. (1997). A conceptual history of personality psychology. İçinde: Handbook of personality psychology Ed. R. Hogan, J. Johnson, & S. Briggs. USA: Academic Press.
  • McCrae, R.R., & Costa, P.T. (1985). Comparison of EPI and psychoticism scales with measures of the five-factor model of personality. Personality and Individual Differences, 6(5), 587–597.
  • McCrae, R.R., & Costa, P.T. (1995). Domains and facets: Hierarchical personality assessment using the revised NEO personality inventory. Journal of Personality Assessment, 64(1), 21-50.
  • Meydan, C.H., & Şeşen, H. (2011). Yapısal eşitlik modellemesi-AMOS uygulamaları. Ankara: Detay Yayıncılık.
  • Mkik, S., Khouilid, M., & Aomari, A. (2017). Green advertising and environmentally consumption: The level of awareness and Moroccan costumer’s perception. Journal of Business and Management, 19(8), 2-11.
  • Patel, C., & Chugan, P.K. (2015). The influence of consumer perception towards green advertising on green purchase intention. International Journal of Entrepreneurship & Business Environment Perspectives, 4(3), 1865-1873.
  • Robbins, S.P., & Judge, T.A. (2012). Örgütsel davranış. (14. Basım). İstanbul: Nobel Akademik Yayıncılık.
  • Roberts, J. (1996). Green consumers in the 1990s: Profile and implications for advertising. Journal of Business Research, 36(3), 217- 231.
  • Segev, S. (2016). Is your product really green? A content analysis to reassess green advertising. Journal of Advertising, 45(1), 85-93.
  • Sun, Y., Wang, S., Gao, L., & Li, J. (2018). Unearthing the effects of personality traits on consumer’s attitude and intention to buy green products. Natural Hazards, 93(1), 299–314.
  • Tucker, E. M., Rifon, N. J., Lee, E. M., & Reece, B. B. (2013). Consumer receptivity to green ads. Journal of Advertising, 41(4), 9-23.
  • Wood, V.F., & Bell, P.A. (2008). Predecting interpersonal conflict resolution styles from personality characteristics. Personality and Individual Differences, 45(2), 126-131.
  • Young, W., Hwang, K., McDonald, S., & Oates, C. J. (2010). Sustainable consumption: Green consumer behaviour when purchasing products. Sustainable Development, 18(1), 20-31.
  • Zubair, M. (2014). Impact of green advertisement and green brand awareness on green satisfaction with mediating effect of buying behavior”, Journal of Managerial Sciences, 8(2), 274-289.
Year 2020, Volume: 16 Issue: 1, 186 - 198, 10.03.2020
https://doi.org/10.17130/ijmeb.700849

Abstract

References

  • Ahmad, F., Helmi Abd Rahim, M., Zayanah Johari Ahmad Zukni, R., & Lyndon, N. (2012). Green advertising and environmentally responsible consumer behaviour: The level of awareness and perception of Malaysian youth. Asian Social Science, 8(5), 46-54.
  • Akehurst, G., Afonso, C., & Goncalves, H. (2012). Re-examining green purchase behaviour and the green consumer profile: New evidences. Management Decision, 50(5), 972-988.
  • Akpoghiran, P. (2013). Towards environmental management: A case of green advertising for consumer’s responsible environmental behaviour. Knowledge Review, 27(1), 1-10.
  • Attia, S.T. (2014). The effect of green advertising as a moderator on green purchase attitude - green purchase intentions relationship. The case of young Egyptian consumers. Journal of IMS Group, 11(1), 01-15.
  • Baltaş, A. (2013). İnsana ve işe değer katan yeni İK. (2. Basım). İstanbul: Remzi Kitabevi.
  • Elshaug, C., & Metzer, J. (2001). Personality attributes of volunteers and paid workers engaged in similar occupational tasks. Journal of Social Psychologhy, 141(6), 752–763.
  • Florenthal, B., & Arling, P.A. (2011). Do green lifestyle consumers appreciate low involvement green products. Marketing Management Journal, 21(2), 35-45.
  • Fraj, E., & Martinez, E. (2006). Influence of personality on ecological consumer behaviour. Journal of Consumer Behaviour, 5(3), 167–181.
  • Furlow, N., & Knott, C. (2009). Who’s reading the label? Millennials’ use of environmental product labels. Journal of Applied Business and Economics, 10(3), 1–12.
  • Gupta, S., & Ogden, D. (2009). To buy or not to buy? A social dilemma perspective on. Journal of Consumer Marketing, 26(6), 376-391.
  • Hair, C. F., Anderson, R. E., Tatham, R. L. & Black, V. C. (2005). Multivariate data analaysis. (6. Baskı). New Jersey: Printence Hall.
  • Haytko, D., & Matulich, E. (2009). Green advertising and environmentally responsible consumer behaviors: Linkages examined. Journal of Management and Marketing Research, 1, 2-11.
  • Iyer, E., & Banerjee, B. (1993). Anatomy of green advertising. Advances in Consumer Research, 20, 494-501.
  • Kalafatis, S., Pollard, M., East, R., & Tsogas, M. (1999). Green marketing and Ajzen’s theory of planned behaviour: A cross market examination. Journal of Consumer Marketing, 16(5), 441-460.
  • Kayış, A. (2009). Güvenilirlik analizi. İçinde: Spss uygulamalı çok değişkenli istatistik teknikleri (Ed. Ş. Kalaycı). Ankara: Asil Yayın Dağıtım.
  • Kotchen, M.J., & Reiling, S.D. (2000). Enviromental attitudes, motivations, and contingent valuation of nonuse values: A case study involving endangered specis. Ecological Economics, 32(1), 93-107.
  • Markowitz, E.M., Goldberg, L.R., Ashton, M.C., & Lee, K. (2012). Profiling the ‘‘pro-environmental individual’’: A personality perspective. Journal of Personality, 80(1), 81–111.
  • Mc Adams, D.P. (1997). A conceptual history of personality psychology. İçinde: Handbook of personality psychology Ed. R. Hogan, J. Johnson, & S. Briggs. USA: Academic Press.
  • McCrae, R.R., & Costa, P.T. (1985). Comparison of EPI and psychoticism scales with measures of the five-factor model of personality. Personality and Individual Differences, 6(5), 587–597.
  • McCrae, R.R., & Costa, P.T. (1995). Domains and facets: Hierarchical personality assessment using the revised NEO personality inventory. Journal of Personality Assessment, 64(1), 21-50.
  • Meydan, C.H., & Şeşen, H. (2011). Yapısal eşitlik modellemesi-AMOS uygulamaları. Ankara: Detay Yayıncılık.
  • Mkik, S., Khouilid, M., & Aomari, A. (2017). Green advertising and environmentally consumption: The level of awareness and Moroccan costumer’s perception. Journal of Business and Management, 19(8), 2-11.
  • Patel, C., & Chugan, P.K. (2015). The influence of consumer perception towards green advertising on green purchase intention. International Journal of Entrepreneurship & Business Environment Perspectives, 4(3), 1865-1873.
  • Robbins, S.P., & Judge, T.A. (2012). Örgütsel davranış. (14. Basım). İstanbul: Nobel Akademik Yayıncılık.
  • Roberts, J. (1996). Green consumers in the 1990s: Profile and implications for advertising. Journal of Business Research, 36(3), 217- 231.
  • Segev, S. (2016). Is your product really green? A content analysis to reassess green advertising. Journal of Advertising, 45(1), 85-93.
  • Sun, Y., Wang, S., Gao, L., & Li, J. (2018). Unearthing the effects of personality traits on consumer’s attitude and intention to buy green products. Natural Hazards, 93(1), 299–314.
  • Tucker, E. M., Rifon, N. J., Lee, E. M., & Reece, B. B. (2013). Consumer receptivity to green ads. Journal of Advertising, 41(4), 9-23.
  • Wood, V.F., & Bell, P.A. (2008). Predecting interpersonal conflict resolution styles from personality characteristics. Personality and Individual Differences, 45(2), 126-131.
  • Young, W., Hwang, K., McDonald, S., & Oates, C. J. (2010). Sustainable consumption: Green consumer behaviour when purchasing products. Sustainable Development, 18(1), 20-31.
  • Zubair, M. (2014). Impact of green advertisement and green brand awareness on green satisfaction with mediating effect of buying behavior”, Journal of Managerial Sciences, 8(2), 274-289.
There are 31 citations in total.

Details

Primary Language Turkish
Subjects Business Administration
Journal Section Research Articles
Authors

Nevin Altuğ This is me 0000-0002-6010-0463

Şeniz Özhan This is me 0000-0003-3898-8192

Suad Meco This is me 0000-0002-7348-3555

Publication Date March 10, 2020
Submission Date May 6, 2019
Acceptance Date December 11, 2019
Published in Issue Year 2020 Volume: 16 Issue: 1

Cite

APA Altuğ, N., Özhan, Ş., & Meco, S. (2020). DIŞA DÖNÜKLÜK VE YEŞİL REKLAMA YÖNELİK TUTUMLARIN YEŞİL SATIN ALMA NİYETİNE ETKİSİ. Uluslararası Yönetim İktisat Ve İşletme Dergisi, 16(1), 186-198. https://doi.org/10.17130/ijmeb.700849