Yeşil tüketim ve yeşil satın alma davranışları: Prososyal tutumun etkisi ve yeşil reklamlara duyarlılığın aracılık rolü

Year 2024, Volume: 14 Issue: 3, 1709 - 1726, 29.09.2024

Sinem Onat , Cemal Yükselen

https://doi.org/10.30783/nevsosbilen.1519589

Abstract

Bu çalışmanın amacı, genel prososyal tutumun yeşil tüketim değerlerine etkisini ve yeşil tüketim değerlerinin yeşil satın alma davranışına etkisini tespit etmek, yeşil reklamlara duyarlılığın bu etkideki aracılık rolünü incelemektir. Önerilen kavramsal model, çevrimiçi anket aracılığıyla, İstanbul’da yaşayan 18 yaşından büyük ve farklı yaş ve cinsiyet gruplarındaki 779 tüketiciye uygulanan anket ile toplanan veriler ile test edilmiştir. Çalışmanın sonucunda, genel prososyal tutumun yeşil tüketim değerlerine ve yeşil tüketim değerlerinin de yeşil satın alma davranışına olumlu etkisi olduğu, yeşil reklamlara duyarlılığın bu etkiye aracılık ettiği tespit edilmiştir. Yeşil satın alma davranışı ve genel prososyal tutum ilişkisi, tüketicilerin çevresel sorumluluklarını toplumsal dayanışma ile birleştirdiği bir çerçevede şekillenmektedir. Bu ilişki; sürdürülebilirlik ve prososyal davranışın birlikte değerlendirilmesini destekler ve sürdürülebilir ve toplum merkezli davranış modellerinin gelişmesine olanak sağlar. Çalışma, yeşil satın alma davranışının ve sürdürülebilir tüketim alışkanlıklarının toplum nezdinde teşvik edilmesi amacıyla, pazarlama iletişimi strateji geliştirmede genel prososyal tutumun göz önünde bulundurulması ve farklı hedef gruplarına yönelik farklı pazarlama iletişimi stratejileri geliştirilmesi gerektiğini ortaya koyarak önemli bir katkı sağlamaktadır.

Keywords

Sürdürülebilir Pazarlama, Genel Prososyal Tutum, Yeşil Satın Alma Davranışı, Yeşil Tüketim, Yeşil Reklam

YEŞİL TÜKETİM VE YEŞİL SATIN ALMA DAVRANIŞLARI: PROSOSYAL TUTUMUN ETKİSİ VE YEŞİL REKLAMLARA DUYARLILIĞIN ARACILIK ROLÜ

Abstract

The aim of this study is to assess the impact of general prosocial attitudes on green consumption values and the effect of these values on green purchasing behavior, while examining the mediating role of sensitivity to green advertisements. The proposed conceptual model was tested using data collected through an online survey administered to 779 consumers aged 18 and over, residing in Istanbul, from various age and gender groups. The findings reveal that general prosocial attitudes positively influence green consumption values, which in turn positively affect green purchasing behavior. Sensitivity to green advertisements was found to mediate these effects. The relationship between green purchasing behavior and general prosocial attitudes is shaped within a framework that combines environmental responsibility with social solidarity. This supports the joint consideration of sustainability and prosocial behavior, facilitating the development of sustainable and socially focused behavior models. This study contributes significantly by highlighting the importance of incorporating general prosocial attitudes into marketing communication strategies aimed at promoting green purchasing behavior and sustainable consumption habits, suggesting the development of tailored strategies for different target groups.

Keywords

Sustainable marketing, General prosocial attitude, Green purchasing behavior, Green consumption, Green advertising

References

• Afridi, S. A., Shahjehan, A., Haider, M., Gul, S. & Khan, W. (2021). Generativity and green purchase behavior: The role of environmental concern and pro-scoial attitude. Humanities and Social Science Reviews, Vol.9, No.2, 344-357. https://doi.org/10.18510/hssr.2021.9234
• Ainsworth, A., Ba., Aditya, S. M. & Mojisola, F. T. (2014). Green advertising receptivity: An initial scale development process. Journal of Marketing Communications, 22(3), 327-345. https://doi.org/10.1080/13527266.2014.904812
• Ajzen, I. (1991). The theory of planned behaviour. Organizational Behaviour and Human Decision Processes,50, 179-211. https://doi.org/10.1016/0749-5978(91)90020-T
• Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting social behaviour. Aktaran Ajzen, I., & Fishbein, M. (2005). The influence of attitudes on behavior. In D. Albarracín, B. T. Johnson, & M. P. Zanna (Eds.), The handbook of attitudes . Lawrence Erlbaum Associates Publishers. 173–221.
• Bailey, A. A., Mishra, A. S., & Tiamiyu, M. F. (2016). Green consumption values and Indian consumers. Response to marketing communications . Journal of Consumer Marketing, Vol.33, 7, 562-573. https://doi.org/ 10.1108/JCM-12-2015-1632
• Bajak., M., & Spendel, L. (2022). The importance of sustainable marketing communication in a changing environment. Current issues and prospects for the development of the agri-food sector, hospitality industry, and trade: theses of reports of the International scientific-practical internet conference, November 2, State biotechnological university. 67-68.
• Brouwer, J., & Engels, M. C. (2022). The role of prosocial attitudes and academic achievement in peer networks in higher education. European Journal of Psychology of Education, 37 567–584. https://doi.org/10.1007/s10212-020-00526-w
• Burkert, M., Hüttl-Maack, V., Gil, J. M., & Rahmani, D. (2023). The influence of green consumption values on how consurmers form overall sustainability perceptions of food products and brands. Journal of Sustainable Marketing, June, 44-62. https://doi.org/ 10.51300/JSM-2023-103
• Cao, X., Wu, X., & Huang, X. (2021). How does the interacitivity of social media affect adoption of new green products?. Frontiers in Psychology Organizational Psychology. Vol.12, 1-15. https://doi.org/10.3389/fpsyg.2021.786372
• Chang, H., Zhang, L., & Xie, G. X. (2015). Message framing in green advertising: The effect of construal level and consumer environmental concern. International Journal of Advertising, 34(1), 158–176. https://doi.org/10.1080/02650487.2014.994731
• Chen, L., Wu, Q., & Jiang, L. (2022). Impact of environmental concern on ecological purchasing behavior: the moderating effect of prosociality”, Sustainability, 14, 3004, 1-18. https://doi.org/10.3390/su14053004
• Fontes, E. S. P., Moreira, A. C., & Carlos, V. S. (2021). The influence of ecological concern on green purchase behavior. Management and Marketing Challenges for the Knowledge Society, Vol.16, Iss.3, 246-267. https://doi.org/10.2478/mmcks-2021-0015
• Gordon, R., Carrigan, M., & Hastings, G. (2011). A framework for sustainable marketing. Marketing Theory, 11(2), 143-163. https://doi.org/10.1177/1470593111403218
• Haws, K. L., Winterich, K. P., & Naylor, R. W. (2013). Seeing the World through green-tinted glasses: Green consumption values and responses to environmentally firendly products. Journal of Consumer Psychology 24, 3, 336-354. https://doi.org/10.1016/j.jcps.2013.11.002
• Hazaea, S. A., Al-Matari, E. M., Zedan, K. A., Khatib, S. F.A., Zhu, J., & Al Amosh, H. (2022). Green purchasing: past, present and future. Design to Drive Behavior Change for Sustainability and Circular Economy, 14(9), 1-28. https://doi.org/10.3390/su14095008
• He, A. Z., Cai, T., Deng, T. X., & Li, X. (2016). Factors affecting non‐green consumer behaviour: An exploratory study among Chinese consumers. International Journal of Consumer Studies, 40(3), 345–356. https://doi.org/10.1111/ijcs.12261
• Hlavacek, M., Cabelkova, I., Broz, D., Smutka, L., & Prochazka, P. (2023). Examining green purchasing. The role of environmental concerns, perceptions on climate changei preferences for EU integration, and media exposure. Sec. Environmental Economics and Management, Vol. 11, 1-16. https://doi.org/10.3389/fenvs.2023.1130533
• Iyer, E., & Banerjee, S.B. (1993). Anatomy of green advertising. Advances in Consumer Research Volume, 20 494-501.
• Jiang, H., & He, Y. (2022). Evaluation of optimal policy on environmental change through green consumption. Sustainability , 14, 4869, 1-14. https://doi.org/10.3389/fenvs.2023.1130533
• Kalburan, Ç., Özçiftçi, V., & Haşıloğlu, S.B. (2022). Environmental attitudes and environmentally sensitive television commercials. Pazarlama ve Pazarlama Araştırmaları Dergisi, Cilt 15, Sayı: 1 71-92. https://doi.org/ 10.15659/ppad.15.1.263
• Kotler, P., & Keller, K.L. (2009). Marketing Management. 13th edition. Pearson Education
• Kovanoviene, V., Romeika, G., & Baumung, W. (2021). Creating value for the consumer through marketing communication tools. Journal of Competitiveness, 13(1), 59–75. https://doi.org/10.7441/joc.2021.01.04
• Lee, H. J., & Park, S.Y. (2018). Consumer values and green consumption. Asia Marketing Journal, Vol.19, Issue.4, 87-114. https://doi.org/10.15830/amj.2018.19.4.87 Leonidou, L. C., Leonidou, C. N., Palihawadana, D., & Hultman, M. (2011). Evaluating the green advertising practices of international firms: a trend analysis. International Marketing Review, Vol. 28 No. 1, 6-33. https://doi.org/10.1108/02651331111107080
• Masnita, Y., & Sudirwan, A. (2022). New ecological paradigm: Is it important to formate the green purchase behavior?. Proceedings of the First Lekantara Annual Conference on Public Administration, Literature, Social Sciences, Humanities, and Education, LePALISSHE 2021, Malang, Indonesia 1-10. https://doi.org/10.4108/eai.3-8-2021.2315160
• Maulina, A., Rahmawati, N. F., Ruslan, Budi M., & Patria, Y. M. (2022). Determinants of green purchasing behavior: a scoping review. Business Review and Case Studies, 3(1) 55-62. https://doi.org/10.17358/brcs.3.1.55
• Paço, A., Shiel, C., & Alves, H. (2019). A new model for testing green consumer behaviour. Journal of Cleaner Production, Vol.207, 1-26. https://10.1016/j.jclepro.2018.10.105
• Peattie, K., & Belz, F. M. (2010). Sustainability marketing: An inovative conception of marketing. Marketing Review St Gallen, Vol.5 s. 8-15. https://10.1007/s11621-010-0085-7
• Richards, Jef I., & Curran, C. M. (2002). Oracles on “advertising”: Searching for a definition. Journal of Advertising Theory. Vol. 31, No.2, 63-77. https:// 10.1080/00913367.2002.10673667
• Sati, M., Rani, U., Sharma, N., & Vernekar, S. (2023). Green washing: Myth or reality. UGC Care Group I Journal, Vol-13, Issue-5, No. 9 151-155.
• Sheth, J. N., Newman, B. I., & Gross, B. L. (1991). Why we buy what we buy: A theory of consumption values. Journal of Business Research, Elsevier, Vol.22, Iss.2, 159-170. https://doi.org/10.1016/0148-2963(91)90050-8
• Solomon, M.R., Bamossy, G., Askegaard, S., & Hogg, M.K. (2006). Consumer behavior: a European perspective. Third edition. ed. England: Prentice Hall.,
• Srivastava, V. (2017). Exploring skepticism toward green advertising: an ISM approach. International Journal of Business Analytics and Intelligence, Volume 5 Issue 1, 1-12.
• Sun, Y., Luo, B., Wang, S., & Fang, W. (2020). What you see is meaningful: Does green advertising change the intentions of consumers to purchase eco-labeled products?. Business Strategy and the Environment. Vol.30, Iss.1, 1-11. https://doi.org/10.1002/bse.2648
• Şimşek, Ö.F., (2007). Yapısal eşitlik modellemesine giriş, temel ilkeler ve Lisrel uygulamaları. Ekinoks. Ankara.
• Tanner, C., & Kast, S. (2003). Promoting sustainable consumption: determinants of green purchases by Swiss consumers. Psyhcology and Marketing, Vol.20, Issue 10, 883-902. https://doi.org/10.1002/mar.10101
• Trivedi, K., Trivedi, P., & Goswami, V. (2018). Sustainable marketing strategies: Creating business value by meeting consumer expectation. International Journal of Management, Economics and Social Sciences (IJMESS), ISSN 2304-1366, IJMESS International Publishers, Jersey City, NJ, Vol. 7, Iss. 2, 186-205.
• Tu, J. C., Kao, T. F., & Tu, Y. C. (2013). Influences of framing effect and green message on advertising effect. Social Behavior and Personality An International Journal. Volume 41, No.7, 1083-1098. https://doi.org/0.2224/sbp.2013.41.7.1083
• Wang, J ., Wang, J., & Gao, J. (2020). Effect of green consumption value on consumption intention in a pro-environmental setting: the mediating role of approach and avoidance motivation. Sage Journals, Volume 10, Issue 1, January-March 1-10. https://doi.org/10.1177/2158244020902074
• Yang, X., Jiang, J., & Chen, S.C. (2022). Achieving sustainability: Determinants of conscious green purchasing behavior during the Covid-19 pandemic. Business strategy and Environment,32, 1-16. https://doi.org/10.1002/bse.3245
• Yükselen, C. (2017). Pazarlama Araştırmaları. Detay Yayıncılık. Ankara.
• Zaušková, A., Bezáková, Z., & Grib, L. (2015). Marketing communication in eco-innovation process. Procedia Economics and Finance, 34, 670 – 675. https://doi.org/10.1016/S2212-5671(15)01684-6
• Zhu, B. (2012). The impact of green advertising on consumer purchase intention of green products. Proceedings of World Business and Economics Research Conference. 1-9 https://doi.org/10.2139/SSRN.2182906