The Effect of Green Attitude on Behavioral Intention: The Mediation Role of Green Image

Year 2019, Volume: 10 Issue: 17, 370 - 394, 31.03.2019

Üzeyir Kement

https://doi.org/10.26466/opus.502908

Cited By: 7

Abstract

The aim of this
research is to examine the effect of attitude toward green behaviors on the
types of behavioral intention (visit intention, word-of-mouth intention and
willingness to pay more). Also, it is aimed to determine the mediating role of
green image between attitude toward green behaviors and behavioral intention
types. Customers who visited hotel green hotels in Turkey is the universe of
the study. In the scope of the study, 391 green hotel customers, who were
selected easily by sampling method, were administered a questionnaire form
between June-October 2017. The data obtained from the study were analyzed by
using quantitative data analysis methods. Path analysis was performed through
Amos package program during the testing of hypotheses. When the results of the
research are examined, it is determined that the green attitude has a positive
effect on the visit intention, the word-of-mouth intention and the willingness
to pay more. Green image has mediation effect on green attitude and visit
intention, word-of-mouth intention and willingness to pay more.

Keywords

Behavioral Intention, Green attitude, Green image, Word-of-mouth intention, Visit intention

Yeşil Tutumunun Davranışsal Niyet Türlerine Etkisi: Yeşil İmajın Aracılık Rolü

Abstract

Bu araştırmanın amacı yeşil
tutumun davranışsal niyeti türlerine (ziyaret etme niyeti, tavsiye etme niyeti
ve daha fazla ödemeye razı olma) etkisini incelemektir. Ayrıca yeşil tutum ile
davranışsal niyet türleri arasında yeşil imajın aracılık rolünün tespit
edilmesi amaçlanmaktadır. Türkiye’de faaliyet gösteren yeşil otelleri ziyaret
eden otel müşterileri araştırmanın evrenini oluşturmaktadır. Araştırma
kapsamında kolayda örneklem metoduyla seçilen 391 yeşil otel müşterisine 2017
Haziran-Ekim ayları arasında anket formu uygulanmıştır. Araştırmada elde edilen
veriler nicel veri analiz yöntemleri kullanılarak incelenmiştir. Hipotezlerin
test edilmesi aşamasında Amos paket programı aracılığıyla yol analizinden
faydalanılmıştır. Araştırma sonuçları incelendiğinde, yeşil tutumun ziyaret
niyeti, tavsiye etme niyeti ve daha fazla ödemeye razı olma boyutlarına olumlu
yönde etkisi olduğu tespit edilmiştir. Ayrıca yeşil imajın; yeşil tutum ile
ziyaret niyeti, tavsiye niyeti ve daha fazla ödemeye razı olma arasında olumlu
yönde aracılık ettiği sonuçlarına ulaşılmıştır.

Keywords

Davranışsal niyet, yeşil tutum, yeşil imaj, tavsiye niyeti, ziyaret

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