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

Year 2020, Volume: 9 Issue: 1, 209 - 221, 27.01.2020

Üzeyir Kement

https://doi.org/10.33206/mjss.487606

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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