THE EFFECT OF GREEN MARKETING ON CONSUMERS’ PURCHASE INTENTION FOR ECO-FRIENDLY COSMETICS

Abstract

With the increasing environmental concerns, environmental protection efforts emerge as an important factor in the purchasing decision process for ecologically conscious consumers. In this context, the concept of green marketing has great importance for both businesses and consumers. The purpose of this article is to investigate the effects of ecologically conscious consumer behavior, green marketing awareness, greenwash and green advertising receptivity on consumers' purchase intention for eco-friendly cosmetics. For this purpose, a quantitative research has been carried out. Questionnaire was used as data collection tool. The questionnaire was applied online to 341 participants. Multiple linear regression analysis was used to test the hypotheses. As a result of the analysis, it was seen that ecologically conscious consumer behavior, green marketing awareness and green advertising receptivity positively and statistically significant affected consumers’ purchase intention for eco-friendly cosmetics whereas it was concluded that greenwash did not have a statistically significant effect on consumers’ purchase intention for eco-friendly cosmetics.

Keywords

• Green marketing
• ecologically conscious consumer behavior
• cosmetics
• eco-friendly product
• purchase intention

YEŞİL PAZARLAMANIN TÜKETİCİLERİN ÇEVRE DOSTU KOZMETİK ÜRÜNLERİ SATIN ALMA NİYETİNE ETKİSİ

Abstract

Çevre ile ilgili endişelerin artmasıyla, çevre bilinçli tüketiciler için satın alma karar sürecinde çevreyi koruma çabaları önemli bir faktör olarak karşımıza çıkmaktadır. Bu bağlamda hem işletmeler hem de tüketiciler açısından yeşil pazarlama kavramı büyük önem taşımaktadır. Bu makalenin amacı; çevre bilinçli tüketici davranışı, yeşil pazarlama farkındalığı, yeşil göz boyama ve yeşil reklamlara duyarlılığın tüketicilerin çevre dostu kozmetik ürünleri satın alma niyetine etkisini araştırmaktır. Bu amaç doğrultusunda kantitatif bir araştırma gerçekleştirilmiştir. Veri toplama aracı olarak anket kullanılmıştır. Anket, 341 katılımcıya online olarak uygulanmıştır. Hipotezlerin test edilmesinde çoklu doğrusal regresyon analizi kullanılmıştır. Analiz sonucunda, çevre bilinçli tüketici davranışı, yeşil pazarlama farkındalığı ve yeşil reklamlara duyarlılığın çevre dostu kozmetik ürünleri satın alma niyetine pozitif ve istatistiksel olarak anlamlı etkisi olduğu görülmüştür. Yeşil göz boyamanın, çevre dostu kozmetik ürünleri satın alma niyeti üzerinde istatistiksel olarak anlamlı etkisi bulunmadığı sonucuna ulaşılmıştır.

Keywords

• Yeşil pazarlama
• çevre bilinçli tüketici davranışı
• kozmetik ürünleri
• çevre dostu ürün
• satın alma niyeti

References

1. Akehurst, G., Afonso, C., & Martins Gonçalves, H. (2012). Re‐examining Green Purchase Behaviour and the Green Consumer Profile: New Evidences. Management Decision, 50 (5), 972-988.
2. Akturan, U. (2018). How Does Greenwashing Affect Green Branding Equity and Purchase Intention? An Empirical Research. Marketing Intelligence & Planning, 36 (7), 809-824.
3. Albino, V., Balice, A., & Dangelico, R. M. (2009). Environmental Strategies and Green Product Development: an Overview on Sustainability-Driven Companies. Business Strategy and the Environment, 18, 83-96.
4. Alsmadi, S. (2007). Green Marketing and the Concern over the Environment: Measuring Environmental Consciousness of Jordanian Consumers. Journal of Promotion Management, 13 (3–4), 339-361.
5. Ankit, G., & Mayur, R. (2013). Green Marketing: Impact of Green Advertising on Consumer Purchase Intention. Advances In Management, 6 (9), 14-17.
6. Bailey, A. A., Mishra, A., & Tiamiyu, M. F. (2016). Green advertising receptivity: An initial scale development process. Journal of Marketing Communications, 22 (3), 327–345.
7. Banerjee, S., Gulas, C. S., & Iyer, E. (1995). Shades of Green: A Multidimensional Analysis of Environmental Advertising. Journal of Advertising, 24 (2), 21-31.
8. Baumann, H., Boons, F. & Bragd, A. (2002). Mapping the Green Product Development Field: Engineering, Policy and Business Perspectives. Journal of Cleaner Production, 10, 409–425.

9. Bilal, M., Mehmood, S., & Iqbal, H. M. N. (2020). The Beast of Beauty: Environmental and Health Concerns of Toxic Components in Cosmetics. Cosmetics, 7 (1): 13.
10. Büyüköztürk, Ş. (2018). Sosyal Bilimler İçin Veri Analizi El Kitabı: İstatistik, Araştırma Deseni, SPSS Uygulamaları ve Yorum, 24. Baskı, Pegem Akademi.
11. Chen, Y., & Chang, C. (2012). Enhance Green Purchase Intentions: The Roles of Green Perceived Value, Green Perceived Risk, and Green Trust. Management Decision, 50 (3), 502-520.
12. Chen, Y., & Chang, C. (2013). Greenwash and Green Trust: The Mediation Effects of Green Consumer Confusion and Green Perceived Risk. Journal of Business Ethics, 114, 489–500.
13. Chen, Y., Huang, A., Wang, T., & Chen, Y. (2020). Greenwash and green purchase behaviour: the mediation of green brand image and green brand loyalty. Total Quality Management, 31 (2), 194–209.
14. Cherian, J., & Jacob, J. (2012). Green Marketing: A Study of Consumers’ Attitude towards Environment Friendly Products. Asian Social Science, 8 (12), 117-126.
15. Çabuk, S., & Südaş, H. D. (2013). Çevreci Bir Bakış Açısıyla Kadın Tüketicilerin Kozmetik Ürün Tüketim Davranışlarının İncelenmesi. Çağ Üniversitesi Sosyal Bilimler Dergisi, 10 (1), 115-131.
16. Dahlstrom, R. (2011). Green Marketing Management. USA: South-Western.
17. Dangelico, R. M., & Pontrandolfo, P. (2010). From green product definitions and classifications to the Green Option Matrix. Journal of Cleaner Production, 18, 1608-1628.
18. Dangelico, R. M., & Vocalelli, D. (2017). “Green Marketing”: An analysis of definitions, strategy steps, and tools through a systematic review of the literature. Journal of Cleaner Production, 165, 1263-1279.
19. Delafrooz, N., Taleghani, M., & Nouri, B. (2014). Effect of Green Marketing on Consumer Purchase Behavior. QScience Connect, 5.
20. Delmas, M. A., & Burbano, V. C. (2011). The Drivers of Greenwashing. California Management Review, 54 (1), 64-87.
21. Dikmenli, Y., & Konca, A. S. (2016). Tüketici Çevre Bilinci Algı Ölçeği Geçerlik ve Güvenirlik Çalışması. Eğitimde Kuram ve Uygulama, 12 (6), 1273-1289.
22. Fuller, D. A. (2000). Sustainable Marketing: Managerial-Ecological Issues, Thousand Oaks, California: Sage.
23. Ginsberg, J. M., & Bloom, P. N. (2004). Choosing the Right Green Marketing Strategy. MIT Sloan Management Journal, 79–84.
24. Grimmer, M., & Woolley, M. (2014). Green Marketing Messages and Consumers’ Purchase Intentions: Promoting Personal versus Environmental Benefits. Journal of Marketing Communications, 20 (4), 231-250.
25. Hair Jr., J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2014). Multivariate Data Analysis. 7th Edition, Pearson.
26. Hung, K., Chen, A. H., Peng, N., Hackley, C., Tiwsakul, R. A., & Chou, C. (2011). Antecedents of Luxury Brand Purchase Intention. Journal of Product & Brand Management, 20 (6), 457–467.
27. Karaca, Ş. (2013). Tüketicilerin Yeşil Ürünlere İlişkin Tutumlarının İncelenmesine Yönelik Bir Araştırma. Ege Akademik Bakış, 13 (1), 99-111.
28. Katrandjiev, H. (2016). Ecological Marketing, Green Marketing, Sustainable Marketing: Synonyms оr аn Evolution оf Ideas? Economic Alternatives, 1, 71-82.
29. Kotler, P. (2011). Reinventing Marketing to Manage the Environmental Imperative. Journal of Marketing, 75, 132 –135.
30. Kurtuluş, K. (2010). Araştırma Yöntemleri. İstanbul: Türkmen Kitabevi.
31. Lampe, M., & Gazda, G. M. (1995). Green Marketing in Europe and the United States: an Evolving Business and Society Interface. International Business Review, 4 (3), 295-312.
32. Lyon, T. P., & Maxwell, J. W. (2011). Greenwash: Corporate Environmental Disclosure under Threat of Audit. Journal of Economics & Management Strategy, 20 (1), 3-41.
33. Mishra, P., & Sharma, P. (2014). Green Marketing: Challenges and Opportunities for Business. BVIMR Management Edge, 7 (1), 78-86.
34. Nguyen, T.T.H., Yang, Z., Nguyen, N., Johnson, L.W., & Cao, T.K. (2019). Greenwash and Green Purchase Intention: The Mediating Role of Green Skepticism. Sustainability, 11, 2653.
35. Nyilasy, G., Gangadharbatla, H., & Paladino, A. (2014). Perceived Greenwashing: The Interactive Effects of Green Advertising and Corporate Environmental Performance on Consumer Reactions. Journal of Business Ethics, 125 (4), 693–707.
36. Odabaşı, Y. (1992). Yeşil Pazarlama: Kavram ve Gelişmeler. Pazarlama Dünyası, 6 (36), 4-9.
37. Omar, N. A., Osman, L. H., Alam, S. S., & Sanusi, A. (2015). Ecological Conscious Behaviour in Malaysia: The Case of Environmental Friendly Products. Malaysian Journal of Consumer and Family Economics, 18, 17-34.
38. Özkaya, B. (2010). İşletmelerin Sosyal Sorumluluk Anlayışının Uzantısı Olarak Yeşil Pazarlama Bağlamında Yeşil Reklamlar. Öneri Dergisi, 9 (34), 247-258.
39. Papadas, K., Avlonitis, G. J., & Carrigan, M. (2017). Green Marketing Orientation: Conceptualization, Scale Development and Validation, Journal of Business Research, 80, 236–246.
40. Patil, A., & Khobarkar, V. (2019). Green Marketing. Journal of the Gujarat Research Society, 21 (16), 657-662.
41. Peattie, K. (2001). Towards Sustainability: The Third Age of Green Marketing. The Marketing Review, 2, 129-146.
42. Rahim, M. H. A., Zukni, R. Z. J. A., Ahmad, F., & Lyndon N. (2012). Green Advertising and Environmentally Responsible Consumer Behavior: The Level of Awareness and Perception of Malaysian Youth. Asian Social Science, 8 (5), 46-54.
43. Rashid, N. R. N. A. (2009). Awareness of Eco-label in Malaysia’s Green Marketing Initiative. International Journal of Business and Management, 4 (8), 132-141.
44. Roberts, J. A. (1996). Green Consumers in the 1990s: Profile and Implications for Advertising. Journal of Business Research, 36, 217-231.
45. Shahid, Z., Hussain, T., & aZafar, F. (2017). The Impact of Brand Awareness on the consumers’ Purchase Intention. Journal of Marketing and Consumer Research, 33, 34-38.
46. Shrikanth, R., & Raju, D. S. N. (2012). Contemporary Green Marketing- Brief Reference to Indian Scenario. International Journal of Social Sciences & Interdisciplinary Research, 1 (1), 26-39.
47. 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.
48. Tilikidou, I., Adamson I., & Sarmaniotis C. (2002). The Measurement Instrument of Ecologically Conscious Consumer Behaviour. MEDIT, 1 (4), 46–53.
49. U.S. Food & Drug Administration. https://www.fda.gov/cosmetics/cosmetics-laws-regulations/it-cosmetic-drug-or-both-or-it-soap (Erişim Tarihi: 22.08.2021).
50. Vandermerwe, S., & Oliff, M. D. (1990). Customers Drive Corporations Green. Long Range Planning, 23 (6), 10-16.
51. Wu, S., & Chen, Y. (2014). The Impact of Green Marketing and Perceived Innovation on Purchase Intention for Green Products. International Journal of Marketing Studies, 6 (5), 81-100.
52. Wymer, W., & Polonsky, M. J. (2015). The Limitations and Potentialities of Green Marketing. Journal of Nonprofit & Public Sector Marketing, 27, 239–262.
53. Zhu, B. (2013). The Impact of Green Advertising on Consumer Purchase Intention of Green Products. World Review of Business Research, 3 (3), 72-80.