THE MEDIATING ROLE OF GREEN TRUST IN THE EFFECT OF THE PREFERENCE FOR GREEN PRODUCTS ON THE PURCHASE INTENT OF HEALTH STUDENTS

Year 2023, Volume: 10 Issue: 1, 1 - 18, 31.03.2023

Olkan Budak Mustafa Fılız Nurgul Erdal

https://doi.org/10.17261/Pressacademia.2023.1726

Abstract

Purpose- Today, sustainability is a very important concept so that future generations can live comfortable life. In this, it is very important to produce products that are compatible with nature, to trust the product or service, and to purchase them. This study was conducted to determine the mediating role of green trust in health education students' green product purchasing preferences.
Methodology- The sample of the study consists of 330 students studying in health departments. In the analysis of the data, descriptive, explanatory factor, confirmatory factor, correlation and regression analyzes were performed.
Findings- There is a significant relationship between green product preference and all sub-dimensions of green product preference (attitude, environmental concern, environmental knowledge, subjective rules) and green product purchase intention. There is a significant relationship between green product preference and green product trust in all sub-dimensions of green product preference (attitude, environmental concern, environmental knowledge, subjective rules). There is a significant relationship between trust in green products and purchasing green products. In the sub-dimensions of students' green product preferences and green product preferences (attitude, environmental concern, environmental knowledge), the effect on green product purchasing also has a mediating effect on the level of trust in green products. However, subjective rules do not have a mediating effect on green product purchasing, nor does the level of trust in green products.
Conclusion- This study aims to increase the awareness of green products and green trust, which is important in sustainability, on purchasing behavior, especially among young people, and to make this a behavior. Thus, a comfortable life can be provided for future generations.

Keywords

Sustainability, green product, green trust, purchasing behavior, health students

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