ŞEFFAFLIK DEĞER Mİ GÖRÜR, ŞÜPHE Mİ UYANDIRIR? YAPAY ZEKA AÇIKLAMASININ TÜKETİCİLERİN SÜRDÜRÜLEBİLİRLİK MESAJLARINA VERDİĞİ TEPKİLER ÜZERİNDEKİ ETKİSİ VE YEŞİL ŞÜPHECİLİĞİN ARACILIK ROLÜ

Year 2026, Volume: 19 Issue: 1, 144 - 168, 27.01.2026

Ahmet Kaya , Tutku Eker İşcioğlu

Abstract

Markaların pazarlama iletişimlerinde yapay zekâ (YZ) kullanımını açıklayıp açıklamaması gerektiği konusu, hem akademik hem de uygulama alanında halen önemli bir tartışma konusudur. Bu çalışma, çevresel sürdürülebilir temalı mesajlarda YZ açıklamasının tüketici tutumları ve satın alma niyetleri üzerindeki etkisini çok boyutlu bir çerçevede araştırmakta ve yeşil şüpheciliğin aracılık rolünü incelemektedir. Bu amaçla, denekler arası, tek faktörlü tasarıma sahip iki deneysel çalışma yürütülmüştür. Birinci çalışmada, 81 katılımcı YZ açıklaması olan veya olmayan reklamlara rastgele atanmıştır. İkinci çalışmada ise 61 katılımcı YZ açıklaması veya insan açıklaması olan mesajlara yine rastgele maruz bırakılmıştır. Hipotezler SPSS 20.0 ve PROCESS Macro kullanılarak bağımsız örneklem t-testi, lojistik regresyon ve basit aracılık (model 4) analizleri ile test edilmiştir. Sonuçlar, YZ açıklamasının marka tutumları ve satın alma niyetleri üzerinde olumsuz bir etkiye sahip olduğunu, ancak reklama yönelik tutumlar üzerinde anlamlı bir etkiye sahip olmadığını göstermektedir. Ayrıca, her iki çalışmada da yeşil şüpheciliğin tüm ilişkilere anlamlı bir şekilde aracılık ettiği bulunmuştur. Genel olarak, bulgular ikna bilgisi modeli, algoritma kaçınma çerçevesi ve sinyalleme teorisi açısından pazarlama literatürüne teorik katkılar sağlamakta ve yapay zeka destekli sürdürülebilirlik iletişim stratejileri tasarlamak için pratik öneriler sunmaktadır.

Keywords

Yapay zeka açıklaması , yeşil şüphecilik , reklama yönelik tutum , markaya yönelik tutum , satın alma niyeti , sürdürülebilirlik

IS TRANSPARENCY VALUED OR DOUBTED? THE IMPACT OF AI DISCLOSURE ON CONSUMER RESPONSES TO SUSTAINABILITY MESSAGES AND THE MEDIATING ROLE OF GREEN SCEPTICISM

Abstract

Whether brands should disclose their use of artificial intelligence (AI) in their communication remains a significant debate in both academia and practice. This study investigates the impact of AI disclosure in environmentally sustainable messages on consumer attitudes and purchase intentions, within a multidimensional framework, and examines the mediating role of green scepticism. To this end, two experimental studies with between-subjects, single-factor design were conducted. In Study I, 81 participants were randomly assigned to advertisements with or without AI disclosure. In Study II, 61 participants were again randomly exposed to messages with either AI disclosure or human disclosure. Using SPSS 20.0 and PROCESS Macro, the hypotheses were tested with independent samples t-test, logistic regression and simple mediation (model 4) analyses. The results indicate that AI disclosure has a negative impact on brand attitudes and purchase intentions, while having no significant influence on attitudes toward the advertisement. Moreover, green scepticism was found to mediate all relationships significantly in both studies. Overall, the findings provide theoretical contributions to marketing literature with respect to the persuasion knowledge model, algorithm aversion framework and signalling theory and offer practical insights for designing AI-generated sustainability communication strategies.

Keywords

AI disclosure , green scepticism , attitude toward the ad , attitude toward the brand , purchase intention , sustainability

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