Investigation of Consumer Behaviors within the Scope of Different Environment-Friendly Behavior Types: A Research on Green Hotels in Alanya

Abstract

The aim of this study is to examine the effects of perceived customer effectiveness, environmental concern and altruistic value on good citizenship behavior, environmental activism behavior and green purchase behavior. The universe of the research consists of environmentally sensitive hotels (green hotels) in Alanya. In line with the purpose of the study, 391 green hotel customers were filled in the questionnaire form with convenience sampling method. The questionnaires used in the research were filled in the hotel guests staying in green hotels in the period of June 2017-May 2018. Validity, reliability and random tests to the research model. Path analysis was performed in Amos package program for testing hypotheses. When the results of the research were examined, it was concluded that perceived customer effectiveness, environmental concern and altruistic value positively affect good citizenship behavior. Moreover, altruistic value positively affects the environmental activism behavior. Altruistic value and environmental concern positively affect green purchase behavior.

Keywords

• pro-environmental behavior,altruistic value,environmental concern,perceived customer effectiveness,tourism

Tüketici Davranışlarının Çevre Dostu Davranış Türleri Kapsamında İncelenmesi: Alanya Örneği

Abstract

Bu araştırmanın amacı iyi vatandaşlık davranışı, çevreci aktivizm davranışı ve yeşil satın alma davranışına algılana tüketici etkililiği, çevresel kaygı ve özgecil değerin etkisini incelemektir. Araştırmanın evrenini çevreye duyarlı tesisler (yeşil oteller) oluşturmaktadır. Araştırmanın amacı doğrultusunda 391 yeşil otel müşterisine kolayda örneklem yöntemi ile anket formu doldurtulmuştur. Araştırmada kullanılan anket formları Haziran 2017-Mayıs 2018 zaman aralığında Alanya’da faaliyet göstermekte olan yeşil otellerde konaklayan otel müşterilerine doldurtulmuştur. Araştırma kapsamında oluşturulan model önerisine yönelik geçerlilik, güvenilirlik ve tesadüfilik testleri uygulanmış ve hipotezlerin test edilmesi sürecinde Amos paket programında yol analizi gerçekleştirilmiştir. Araştırma sonuçları incelendiğinde iyi vatandaşlık davranışını; algılanan tüketici etkililiği, çevresel kaygı ve özgecil değerin olumlu yönde etkilediği sonucuna ulaşılmıştır. Ayrıca çevreci aktivizm davranışını; özgecil değer, yeşil satın alma davranışını ise özgecil değer ve çevresel kaygı değişkenlerinin olumlu yönde etkilediği tespit edilmiştir.

Keywords

• Çevre dostu davranış,özgecil değer,çevresel kaygı,algılanan tüketici etkililiği,turizm

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