EFFECT OF SUSTAINABILITY PERCEPTION ON CONSUMER PURCHASING BEHAVIOUR

Year 2023, , 69 - 80, 30.06.2023

Tugba Uzunkaya Satır

https://doi.org/10.17261/Pressacademia.2023.1737

Abstract

Purpose- The aim of the study is to determine how sustainability perception affects electronic word-of-mouth communication and purchase intention. The perception of sustainability consists of waste utilisation and minimisation, climate change concerns, contributing to environmental protection and recycling. Consumer behaviour is addressed with the dimensions of electronic word-of-mouth communication and purchase intention.
Methodology- The data were collected from consumers who use white goods by online survey method and SPSS statistical programme was used to test the relationships. The population of the study consists of consumers who use white goods. Considering that it is not practically possible to reach the universe, sampling was used. Since it is not foreseen to make a generalisation about the population, convenience sampling method, one of the non-random sampling methods, was used. Accordingly, the participants of the study consisted of 517 people.
Findings- In the study, sustainability perception positively affects electronic word-of-mouth communication and purchase intention. Moreover, sustainability perception components together positively affect electronic word-of-mouth communication and purchase intention.
Conclusion- In recent years, negative impacts on natural ecosystems have increased the importance of the concept of sustainability. Consumers have an important role in ensuring sustainability. Consumers' increasing awareness of sustainability and parallel to this, increasing concerns affect their purchasing behaviour. Perceptions of sustainability strongly influence consumer purchase intentions, which in turn encourage positive online word-of-mouth marketing more effectively than traditional marketing tools.

Keywords

Sustainability perception, electronic word-of-mouth, purchase ıntention, consumer behavior, environmental sustainability

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