Investigating the Impact of Green Advertisements on Consumers' Sustainable Consumption Behaviors in Turkey

Abstract

This study explores the influence of green advertisements on consumers' tendencies towards sustainable consumption in Turkey. The Attention-Interest-Desire-Action (AIDA) model serves as the theoretical framework, guiding the investigation of how green advertisements capture consumer attention, cultivate interest, and ultimately lead to action in the form of sustainable consumption practices. An online questionnaire was distributed to a sample of 291 participants, and the data was analyzed using Structural Equation Modeling (SEM) with AMOS. The findings reveal that attention to green advertisements significantly affects interest in them. Furthermore, interest in green advertisements is positively associated with a desire for sustainable consumption. Finally, the desire to engage in sustainable consumption practices is a significant predictor of consumers' actions towards such practices. These findings highlight the potential of green advertisements to promote sustainable consumption among Turkish consumers.

Keywords

• Sustainable Consumption
• Green Advertisements
• Emerging Markets
• AIDA Model
• Structural Equation Modelling

Türkiye'de Yeşil Reklamların Tüketicilerin Sürdürülebilir Tüketim Davranışları Üzerindeki Etkisinin Araştırılması

Öz

Bu çalışma, yeşil reklamların Türkiye’deki tüketicilerin sürdürülebilir tüketime yönelik eğilimleri üzerindeki etkisini incelemektedir. Teorik çerçeve olarak Dikkat-İlgi-Arzu-Eylem (AIDA) modeli benimsenmiş olup, yeşil reklamların tüketicilerin dikkatini nasıl çektiği, ilgilerini nasıl artırdığı ve nihayetinde sürdürülebilir tüketim uygulamaları şeklinde eyleme nasıl dönüştüğü araştırılmaktadır. Çevrimiçi bir anket, 291 katılımcıdan oluşan bir örneklem üzerinde uygulanmış ve veriler AMOS kullanılarak Yapısal Eşitlik Modelleme (SEM) yöntemiyle analiz edilmiştir. Bulgular, yeşil reklamlara gösterilen dikkatin bu reklamlara yönelik ilgiyi anlamlı şekilde etkilediğini ortaya koymaktadır. Ayrıca, yeşil reklamlara duyulan ilginin sürdürülebilir tüketime yönelik arzu ile pozitif yönde ilişkili olduğu belirlenmiştir. Son olarak, sürdürülebilir tüketim uygulamalarına katılma arzusu, tüketicilerin bu yöndeki davranışlarının önemli bir belirleyicisidir. Bu bulgular, yeşil reklamların Türk tüketicileri arasında sürdürülebilir tüketimi teşvik etme potansiyeline sahip olduğunu vurgulamaktadır.

Anahtar Kelimeler

• Sürdürülebilir Tüketim
• Yeşil Reklamlar
• Gelişmekte Olan Pazarlar
• AİDA Modeli
• Yapısal Eşitlik Modellemesi

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