Research Article
BibTex RIS Cite

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

Year 2025, Volume: 12 Issue: 1, 133 - 151, 30.06.2025
https://doi.org/10.34086/rteusbe.1684958

Abstract

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.

References

  • Anastasiou, D., Louri, H. & Tsionas, M. (2016). Determinants of non-performing loans: Evidence from Euro-area countries. Finance Research Letters, 18, 116-119.
  • Alnıaçık, Ü., Yılmaz, C., & Alnıaçık, E. (2010). Reklamlarda çevreci iddialar ve reklam etkililiği: basılı reklamlar üzerinde deneysel bir araştırma. Anadolu University Journal of Social Sciences, 10(1), 85-106.
  • Altunışık, R., Özdemir, Ş., & Torlak, Ö. (2020). Pazarlama İlkeleri ve Yönetimi (4.). Beta, İstanbul. Boztepe, A. (2012). Green marketing and its impact on consumer buying behavior. European Journal of Economic and Political Studies, 5(1), 5-21.
  • Burgiel, A., & Zralek, J. (2015). Is sustainable consumption possible in Poland? An examination of consumers’ attitudes toward deconsumption practices. Acta Scientiarum Polonorum. Oeconomia, 14(2), 15-25.
  • Chen, L., Zheng, H. & Shah, V. (2021). Consuming to Conserve: A Multilevel Investigation of Sustainable Consumption. Sustainability, 14(1), 1-19. https://doi.org/10.3390/su14010223.
  • Chung, K. C. (2020). Green marketing orientation: Achieving sustainable development in Green Hotel Management. Journal of Hospitality Marketing & Management, 29(6), 722-738. https://doi.org/10.1080/19368623.2020.1693471.
  • Coşkun, R., Altunışık, R., Bayraktaroğlu, S., & Yıldırım, E. (2015). Sosyal Bilimlerde Araştırma Yöntemleri SPSS Uygulamalı (8.). Sakarya Yayıncılık. Sakarya.
  • Çevre Kanunu (1983). Mevzuat (Sayı: 2872), Değişik: 26/4/2006. Erişim adresi: https://www.mevzuat.gov.tr/anasayfa/MevzuatFihristDetayIframe?MevzuatTur=1&MevzuatNo=2872&MevzuatTertip=5. Accessed on 12.05.2024.
  • Dangelico, R. M., & Vocalelli, D. (2017). “Green Marketing”: An analysis of definitions, strategy steps, and tools through a systematic review of the literature. Journal of Cleaner Production, 165, 1263-1279. https://doi.org/10.1016/j.jclepro.2017.07.184.
  • Demir, H. and Songür, N. (1999). Sosyal sorumluluk ve iş ahlakı. Balıkesir Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 2(3), 150-168.
  • Dışişleri Bakanlığı. (2023). Çevre, iklim değişikliği ve suya dair sürdürülebilir kalkınma hedefleri. available at: https://www.mfa.gov.tr/surdurulebilir-kalkinma.tr.mfa Accessed 17.09.2023.
  • Doll, W. J., Xia, W. and Torkzadeh, G. (1994). A confirmatory factor analysis of the end-user computing satisfaction instrument. MIS Quarterly, 453-461.
  • Duru, M. N. and Şua, E. (2013). Yeşil pazarlama ve tüketicilerin çevre dostu ürünleri kullanma eğilimleri. Ormancılık Dergisi, 9(5), 126-132.
  • Erbaşlar, G. (2012), Yeşil pazarlama. Mesleki Bilimler Dergisi, 1(2), 94-101.
  • Erbay, S., & Beydogan, H. O. (2017). Eğitimcilerin eğitim araştırmalarına yönelik tutumları. Kırşehir Eğitim Fakültesi Dergisi, 18(3), 246-260. https://doi.org/10.29299/kefad.2017.18.3.014.
  • Ergin, T. Ç., Sert, N. Y. and Salmanova, L. (2018). Reklamlarda cinsel çekicilik kullanımının tüketiciler üzerindeki etkisi: biscolata reklamlarının youtube kanalı üzerinden netnografik bir incelemesi. International Journal of Social Science, 1(2), 212-222.
  • European Environment Agency. (2023) Consumption. available at: https://www.eea.europa.eu/publications/zero-pollution/production-consumption/consumption Accessed 17.09.2023.
  • Fabian, S. R. B. (2023). Green marketing on consumers’ environmental attitude, purchase intention, and action. International Journal of Research in Education Humanities and Commerce, 04(04), 23-33.
  • Fuchs, D. and Lorek, S. (2004). Sustainable consumption: political debate and actual impact. Sustainable Europe Research Institute (SERI) Background, 4(3), 1-28.
  • Ghirvu, A. I. (2013). The aida model for advergames. The USV Annals of Economics and Public Administration, 13(1)(17), 90-98.
  • Grant, J. (2008). Green marketing. Strategic Direction, 24(6), 25-27. https://doi.org/10.1108/02580540810868041.
  • Hair J. F., Hult, G. T. M., C. Ringle & M. Sarstedt, (2017). A Primer on Partial Least Squares Structural Equation Modeling (Pls-Sem). Los Angeles: Sage Publications, Incorporated.
  • Han, J. H., Davies, G., & Grimes, A. (2020). Recency effects in the buffering of negative news by corporate social responsibility advertising. Corporate Communications: An International Journal, 26(2), 382-402. https://doi.org/10.1108/CCIJ-03-2020-0053.
  • Hassan, S., Nadzim, S. Z. A. and Shiratuddin, N. (2015). Strategic use of social media for small business based on the aida model. Procedia-Social and Behavioral Sciences, 172, 262-269.
  • Herbes C, Beuthner C, Ramme I. (2020). How green is your packaging - A comparative international study of cues consumers use to recognize environmentally friendly packaging. Int J Consum Stud., 44, 258–271. https ://doi.org/10.1111/ijcs.12560.
  • Hosseinzadeh, S. and Azizpour, M. (2013). The effect of green products and green promotion on customers loyalty to the brand of naghshe jahan sugar company. International Journal of Management and Social Sciences Research, 2(6), 114-118.
  • Hu, L., & Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: conventional criteria versus new alternatives. Structural Equation Modeling: A Multidisciplinary Journal, 6(1), 1-55. https://doi.org/10.1080/10705519909540118.
  • Hu, L. T., & Bentler, P. M. (1998). Fit indices in covariance structure modeling: sensitivity to underparameterized model misspecification. Psychological Methods, 3(4), 424-453.
  • Hürriyet. (2020). Dikkat! Belki de her gün kullanıyorsunuz ama satın almadan önce…. available at: www.hurriyet.com.tr/lezizz/galeri-dikkat-belki-de-her-gun-kullaniyorsunuz-ama-satin-almadan-once-41506002/8. Accessed 19.06.2023.
  • Jackson, T. (2006). Readings in sustainable consumption. The Earthscan Reader in Sustainable Consumption. Earthscan, Michigan.
  • Jordansmietana. (2023). Save your money. Save our enviroment. available at: www.jordansmietana.weebly.com/starbucks-project.html. Accessed 11.06.2023.
  • Kang, S. E. (2022). Travelers’ pro-environmental behaviors in the Hyperloop context: Integrating norm activation and AIDA models. International Journal of Tourism Research, 24(6), 813-826.
  • Karalar, R. and Kiraci, H. (2015). Çevresel sorunlara karşı bir çözüm önerisi olarak sürdürülebilir tüketim düşüncesi. Dumlupınar Üniversitesi Sosyal Bilimler Dergisi, 30, 63-76.
  • Kärnä, J., Juslin, H., Ahonen, V. and Hansen, E. (2001). Green advertising: greenwash or a true reflection of marketing strategies? Greener Management International, 33, 59-70.
  • Kentstratejileri. (2023). Environment friendly examples. available at: www.kentstratejileri.com/tag/yesil-reklam/. Accessed 12.06.2023.
  • Koranteng, F. N., Ham, J., Wiafe, I., & Matzat, U. (2022). The role of usability, aesthetics, usefulness and primary task support in predicting the perceived credibility of academic social networking sites. Behaviour & Information Technology, 41(16), 3617-3632. https://doi.org/10.1080/0144929X.2021.2009570.
  • Kristiana, I. G. A. A. D. (2018). Pengaruh green product, green price, green place, dan green promotion terhadap perilaku pascapembelian konsumen air minum dalam kemasan di kabupaten bandung. Jurnal Indonesia Membangun, 17(2), 1-13.
  • Ku, H. H., Kuo, C. C., Wu, C. L., & Wu, C. Y. (2012). Communicating green marketing appeals effectively: the role of consumers’ motivational orientation to promotion versus prevention. Journal of Advertising, 41(4), 41-50. https://doi.org/10.1080/00913367.2012.10672456.
  • Kuşat, N. (2013). Yeşil sürdürülebilirlik için yeşil ekonomi: avantaj ve dezavantajları-Türkiye incelemesi. Journal of Yaşar University, 29(8), 4896-4916.
  • Kwan, L. Y., & Hung, Y. S. (2023). Why self-proclaimed environmentalists commit non sustainable behaviors? Using normative motivation to understand personal attitudes and choices. Current Psychology, 1-14.
  • Lavidge, R. J., & Steiner, G. A. (1961). A model for predictive measurements of advertising effectiveness. Journal of Marketing, 25(6), 59-62. https://doi.org/10.1177/002224296102500611.
  • Lee, S., Song, H., Lee, C. K., & Petrick, J. F. (2018). An integrated model of pop culture fans’ travel decision-making processes. Journal of Travel Research, 57(5), 687-701. https://doi.org/10.1177/0047287517708619.
  • Li, D. Impact of green advertisement and environmental knowledge on intention of consumers to buy green products. BMC Psychol, 13, 220 (2025). https://doi.org/10.1186/s40359-025-02538-x
  • Lu, Y., Zhou, T. and Wang, B. (2009). Exploring Chinese users’ acceptance of instant messaging using the theory of planned behavior, the technology acceptance model, and the flow theory. Computers in Human Behavior, 25(1), 29-39.
  • Manafe, L. A., & Pramita, K. (2022). Personal selling implementation and AIDA model; attention, interest, desire, action. IJEBD (International Journal of Entrepreneurship and Business Development), 5(3), 487-494.
  • Mishra, P. and Datta, B. (2011). Perpetual asset management of customer-based brand equity-the pam evaluator. Current Research Journal of Social Sciences, 3(1), 34-43.
  • Moussa, S. and Touzani, M. (2008). The perceived credibility of quality labels: A scale validation with refinement. International Journal of Consumer Studies, 32(5), 526-533.
  • Mustikaningrum, D. (2017). The application of AIDA model (Attention, Interest, Desire, Action) on consumption behavior of eco-friendly product in Demak and Ungaran of Central Java. [Conference paper]. ResearchGate. https://www.researchgate.net/publication/321502783
  • Nasution, A. W., & Seri, E. (2020). Pengaruh perceived usefulness, perceived ease of use dan perceived credibility terhadap keputusan menggunakan m-banking dimasa covid-19. Jurnal Budgeting, 1(2), 53-62.
  • Obaid, M., & Rashid, S. (2022). The impact of green advertising on consumer purchasing behavior. Electronic Green Journal, 1(50). https://escholarship.org/uc/item/70k529rn
  • Özkaya, B. (2010). İşletmelerin sosyal sorumluluk anlayışının uzantısı olarak yeşil pazarlama bağlamında yeşil reklamlar. Öneri Dergisi, 9(34), 247-258.
  • Palda, K. S. (1965), The measurement of cumulative advertising effects. The Journal of Business, 38(2), 162-179.
  • Papadopoulos, I., Karagouni, G., Trigkas, M., & Platogianni, E. (2010). Green marketing: The case of Greece in certified and sustainably managed timber products. EuroMed Journal of Business, 5(2), 166-190. https://doi.org/10.1108/14502191011065491.
  • Pashootanizadeh, M., & Khalilian, S. (2018). Application of the AIDA model: Measuring the effectiveness of television programs in encouraging teenagers to use public libraries. Information and Learning Science, 119(11), 635-651. https://doi.org/10.1108/ILS-04-2018-0028.
  • Patagonia. (2023), For the planet. available at: www.patagonia.com. Accessed 11.06.2023.
  • Polonsky, M. J. (1994). An introduction to green marketing. Electronic Green Journal, 1(2), https://doi.org/10.5070/G31210177.
  • Poyraz, E. and Çetintürk, N. (2017). Defining search engine advertising metrics according to aida advertising model. The First International Conference on New Trends in Communication, 219-229.
  • Princen, T. (2003). Principles for sustainability: from cooperation and efficiency to sufficiency. Global Environmental Politics, 3(1), 33-50. https://doi.org/10.1162/152638003763336374.
  • Princen, T., Maniates, M. and Conca, K. (2001). Confronting consumption. Global environmental politics (C. 1, 1-10). MIT Press.
  • Republic of Turkey Ministry of Environment, Urbanization and Climate Change (2021). Çevre Benim Reklam Filmi. https://www.csb.gov.tr/cevre-benim-reklam-filmi-video-galeri, Accessed on 12.05.2024.
  • Reyhan, A. S. (2014), Sürdürülebilir üretim-tüketim politikaları çerçevesinde “yeşil ekonomi” üzerine bir değerlendirme. Memleket Siyaset Yönetim (MSY), 9(22), 327-347.
  • Seyfang, G. (2009), The new economics of sustainable consumption. Minería Transnacional, Narrativas del Desarrollo Y Resistencias Sociales. Biblos, Buenos Aires.
  • Sharifi, M., Pool, J. K., Jalilvand, M. R., Tabaeeian, R. A. and Jooybari, M. G. (2019). Forecasting of advertising effectiveness for renewable energy technologies: A neural network analysis. Technological Forecasting and Social Change, 143, 154-161.
  • Sheth, J. N., Sethia, N. K. and Srinivas, S. (2011). Mindful consumption: a customer-centric approach to sustainability. Journal of The Academy of Marketing Science, 39(1), 21-39.
  • Simão, L., & Lisboa, A. (2017). Green marketing and green brand – the toyota case | elsevier enhanced reader. Procedia Manufacturing, 12, 183-194. https://doi.org/10.1016/j.promfg.2017.08.023.
  • Song, H., Ruan, W. J., & Jeon, Y. J. J. (2021). An integrated approach to the purchase decision making process of food-delivery apps: Focusing on the TAM and AIDA models. International Journal of Hospitality Management, 95, 1-8.
  • Spangenberg, J. H., & Lorek, S. (2002). Environmentally sustainable household consumption: from aggregate environmental pressures to priority fields of action. Ecological Economics, 43(2-3), 127-140. https://doi.org/10.1016/S0921-8009(02)00212-4
  • Sustainable Consumption Roundtable. (2006), I will if you will: Towards sustainable consumption (1-74). SDC Reports & Papers.
  • Szabo, S., & Webster, J. (2020). Perceived greenwashing: the effects of green marketing on environmental and product perceptions. Journal of Business Ethics. 171, 719-739. https://doi.org/10.1007/s10551-020-04461-0.
  • Tabachnick, B. G., Fidell, L. S. and Ullman, J. B. (2013). Using multivariate statistics (C. 6). Pearson Boston, Boston.
  • Tang, M., Walsh, G., Lerner, D., Fitza, M. A., & Li, Q. (2018). Green innovation, managerial concern and firm performance: an empirical study. Business Strategy and the Environment, 27(1), 39-51. https://doi.org/10.1002/bse.1981.
  • Ulusu, Y. and Köksal, D. (2012). Yeşil reklama yönelik tutum: üniversite öğrencileri üzerine bir uygulama., Journal of Yaşar University, 27(7), 4642-4669.
  • Wang, C., Ghadimi, P., Lim, M. K., & Tseng, M.L. (2019). A literature review of sustainable consumption and production: A comparative analysis in developed and developing economies. Journal of Cleaner Production, 206, 741-754. https://doi.org/10.1016/j.jclepro.2018.09.172.
  • Wei, M., Liu, M., Xu, J., Li, S., & Cao, J. (2022). Understanding the influence of sensory advertising of tourism destinations on visit intention with a modified AIDA model. Asia Pacific Journal of Tourism Research, 27(3), 259-273. https://doi.org/10.1080/10941665.2022.2061367.
  • Weng, L., Huang, Z., & Bao, J. (2021). A model of tourism advertising effects. Tourism Management, 85, 1-12. https://doi.org/10.1016/j.tourman.2020.104278.
  • Wijaya, B. S. (2012). The development of hierarchy of effects model in advertising. International Research Journal of Business Studies, 5(1), 73-85.
  • Yarının Suyu. (2023). available at: www.yarininsuyu.com Accessed 19.06.2023.
  • Yavuz, V. A. (2010). Sürdürülebilirlik kavramı ve işletmeler açısından sürdürülebilirlik üretim stratejileri., Mustafa Kemal Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 7(14), 63-86.
  • Yıldırım, E., & Mert, K. (2020). Etik pazarlama yolunda neyi, nasıl yapma(ma)lı. Ankara: Gazi Kitabevi.
  • Youtube. (2021). Doğallıkla Tanışma Sırası Şimdi Çamaşırlarınızda!, available at: www.youtube.com/watch?v=govGD7L4w3E&ab_channel=Bingo Accessed 19.06.2023.
  • Youtube. (2022). %100 Cif Gücü %100 Geri Dönüştürülebilir Şişede!., available at: www.youtube.com/watch?v=P28hs6a8Oro&ab_channel=CifT%C3%BCrkiye Accessed 19.06.2023.
  • Yücel, M. and Ekmekçiler, Ü. S. (2008). Çevre dostu ürün kavramına bütünsel yaklaşım; temiz üretim sistemi, eko-etiket, yeşil pazarlama. Elektronik Sosyal Bilimler Dergisi, 7(26), 320-333.

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

Year 2025, Volume: 12 Issue: 1, 133 - 151, 30.06.2025
https://doi.org/10.34086/rteusbe.1684958

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.

Ethical Statement

Ethical approval for this study was obtained from the Ethics Committee of Social and Human Sciences at Recep Tayyip Erdogan University with the decision number 2023/057 on 15.02.2023. This study complies with research and publication ethics.

References

  • Anastasiou, D., Louri, H. & Tsionas, M. (2016). Determinants of non-performing loans: Evidence from Euro-area countries. Finance Research Letters, 18, 116-119.
  • Alnıaçık, Ü., Yılmaz, C., & Alnıaçık, E. (2010). Reklamlarda çevreci iddialar ve reklam etkililiği: basılı reklamlar üzerinde deneysel bir araştırma. Anadolu University Journal of Social Sciences, 10(1), 85-106.
  • Altunışık, R., Özdemir, Ş., & Torlak, Ö. (2020). Pazarlama İlkeleri ve Yönetimi (4.). Beta, İstanbul. Boztepe, A. (2012). Green marketing and its impact on consumer buying behavior. European Journal of Economic and Political Studies, 5(1), 5-21.
  • Burgiel, A., & Zralek, J. (2015). Is sustainable consumption possible in Poland? An examination of consumers’ attitudes toward deconsumption practices. Acta Scientiarum Polonorum. Oeconomia, 14(2), 15-25.
  • Chen, L., Zheng, H. & Shah, V. (2021). Consuming to Conserve: A Multilevel Investigation of Sustainable Consumption. Sustainability, 14(1), 1-19. https://doi.org/10.3390/su14010223.
  • Chung, K. C. (2020). Green marketing orientation: Achieving sustainable development in Green Hotel Management. Journal of Hospitality Marketing & Management, 29(6), 722-738. https://doi.org/10.1080/19368623.2020.1693471.
  • Coşkun, R., Altunışık, R., Bayraktaroğlu, S., & Yıldırım, E. (2015). Sosyal Bilimlerde Araştırma Yöntemleri SPSS Uygulamalı (8.). Sakarya Yayıncılık. Sakarya.
  • Çevre Kanunu (1983). Mevzuat (Sayı: 2872), Değişik: 26/4/2006. Erişim adresi: https://www.mevzuat.gov.tr/anasayfa/MevzuatFihristDetayIframe?MevzuatTur=1&MevzuatNo=2872&MevzuatTertip=5. Accessed on 12.05.2024.
  • Dangelico, R. M., & Vocalelli, D. (2017). “Green Marketing”: An analysis of definitions, strategy steps, and tools through a systematic review of the literature. Journal of Cleaner Production, 165, 1263-1279. https://doi.org/10.1016/j.jclepro.2017.07.184.
  • Demir, H. and Songür, N. (1999). Sosyal sorumluluk ve iş ahlakı. Balıkesir Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 2(3), 150-168.
  • Dışişleri Bakanlığı. (2023). Çevre, iklim değişikliği ve suya dair sürdürülebilir kalkınma hedefleri. available at: https://www.mfa.gov.tr/surdurulebilir-kalkinma.tr.mfa Accessed 17.09.2023.
  • Doll, W. J., Xia, W. and Torkzadeh, G. (1994). A confirmatory factor analysis of the end-user computing satisfaction instrument. MIS Quarterly, 453-461.
  • Duru, M. N. and Şua, E. (2013). Yeşil pazarlama ve tüketicilerin çevre dostu ürünleri kullanma eğilimleri. Ormancılık Dergisi, 9(5), 126-132.
  • Erbaşlar, G. (2012), Yeşil pazarlama. Mesleki Bilimler Dergisi, 1(2), 94-101.
  • Erbay, S., & Beydogan, H. O. (2017). Eğitimcilerin eğitim araştırmalarına yönelik tutumları. Kırşehir Eğitim Fakültesi Dergisi, 18(3), 246-260. https://doi.org/10.29299/kefad.2017.18.3.014.
  • Ergin, T. Ç., Sert, N. Y. and Salmanova, L. (2018). Reklamlarda cinsel çekicilik kullanımının tüketiciler üzerindeki etkisi: biscolata reklamlarının youtube kanalı üzerinden netnografik bir incelemesi. International Journal of Social Science, 1(2), 212-222.
  • European Environment Agency. (2023) Consumption. available at: https://www.eea.europa.eu/publications/zero-pollution/production-consumption/consumption Accessed 17.09.2023.
  • Fabian, S. R. B. (2023). Green marketing on consumers’ environmental attitude, purchase intention, and action. International Journal of Research in Education Humanities and Commerce, 04(04), 23-33.
  • Fuchs, D. and Lorek, S. (2004). Sustainable consumption: political debate and actual impact. Sustainable Europe Research Institute (SERI) Background, 4(3), 1-28.
  • Ghirvu, A. I. (2013). The aida model for advergames. The USV Annals of Economics and Public Administration, 13(1)(17), 90-98.
  • Grant, J. (2008). Green marketing. Strategic Direction, 24(6), 25-27. https://doi.org/10.1108/02580540810868041.
  • Hair J. F., Hult, G. T. M., C. Ringle & M. Sarstedt, (2017). A Primer on Partial Least Squares Structural Equation Modeling (Pls-Sem). Los Angeles: Sage Publications, Incorporated.
  • Han, J. H., Davies, G., & Grimes, A. (2020). Recency effects in the buffering of negative news by corporate social responsibility advertising. Corporate Communications: An International Journal, 26(2), 382-402. https://doi.org/10.1108/CCIJ-03-2020-0053.
  • Hassan, S., Nadzim, S. Z. A. and Shiratuddin, N. (2015). Strategic use of social media for small business based on the aida model. Procedia-Social and Behavioral Sciences, 172, 262-269.
  • Herbes C, Beuthner C, Ramme I. (2020). How green is your packaging - A comparative international study of cues consumers use to recognize environmentally friendly packaging. Int J Consum Stud., 44, 258–271. https ://doi.org/10.1111/ijcs.12560.
  • Hosseinzadeh, S. and Azizpour, M. (2013). The effect of green products and green promotion on customers loyalty to the brand of naghshe jahan sugar company. International Journal of Management and Social Sciences Research, 2(6), 114-118.
  • Hu, L., & Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: conventional criteria versus new alternatives. Structural Equation Modeling: A Multidisciplinary Journal, 6(1), 1-55. https://doi.org/10.1080/10705519909540118.
  • Hu, L. T., & Bentler, P. M. (1998). Fit indices in covariance structure modeling: sensitivity to underparameterized model misspecification. Psychological Methods, 3(4), 424-453.
  • Hürriyet. (2020). Dikkat! Belki de her gün kullanıyorsunuz ama satın almadan önce…. available at: www.hurriyet.com.tr/lezizz/galeri-dikkat-belki-de-her-gun-kullaniyorsunuz-ama-satin-almadan-once-41506002/8. Accessed 19.06.2023.
  • Jackson, T. (2006). Readings in sustainable consumption. The Earthscan Reader in Sustainable Consumption. Earthscan, Michigan.
  • Jordansmietana. (2023). Save your money. Save our enviroment. available at: www.jordansmietana.weebly.com/starbucks-project.html. Accessed 11.06.2023.
  • Kang, S. E. (2022). Travelers’ pro-environmental behaviors in the Hyperloop context: Integrating norm activation and AIDA models. International Journal of Tourism Research, 24(6), 813-826.
  • Karalar, R. and Kiraci, H. (2015). Çevresel sorunlara karşı bir çözüm önerisi olarak sürdürülebilir tüketim düşüncesi. Dumlupınar Üniversitesi Sosyal Bilimler Dergisi, 30, 63-76.
  • Kärnä, J., Juslin, H., Ahonen, V. and Hansen, E. (2001). Green advertising: greenwash or a true reflection of marketing strategies? Greener Management International, 33, 59-70.
  • Kentstratejileri. (2023). Environment friendly examples. available at: www.kentstratejileri.com/tag/yesil-reklam/. Accessed 12.06.2023.
  • Koranteng, F. N., Ham, J., Wiafe, I., & Matzat, U. (2022). The role of usability, aesthetics, usefulness and primary task support in predicting the perceived credibility of academic social networking sites. Behaviour & Information Technology, 41(16), 3617-3632. https://doi.org/10.1080/0144929X.2021.2009570.
  • Kristiana, I. G. A. A. D. (2018). Pengaruh green product, green price, green place, dan green promotion terhadap perilaku pascapembelian konsumen air minum dalam kemasan di kabupaten bandung. Jurnal Indonesia Membangun, 17(2), 1-13.
  • Ku, H. H., Kuo, C. C., Wu, C. L., & Wu, C. Y. (2012). Communicating green marketing appeals effectively: the role of consumers’ motivational orientation to promotion versus prevention. Journal of Advertising, 41(4), 41-50. https://doi.org/10.1080/00913367.2012.10672456.
  • Kuşat, N. (2013). Yeşil sürdürülebilirlik için yeşil ekonomi: avantaj ve dezavantajları-Türkiye incelemesi. Journal of Yaşar University, 29(8), 4896-4916.
  • Kwan, L. Y., & Hung, Y. S. (2023). Why self-proclaimed environmentalists commit non sustainable behaviors? Using normative motivation to understand personal attitudes and choices. Current Psychology, 1-14.
  • Lavidge, R. J., & Steiner, G. A. (1961). A model for predictive measurements of advertising effectiveness. Journal of Marketing, 25(6), 59-62. https://doi.org/10.1177/002224296102500611.
  • Lee, S., Song, H., Lee, C. K., & Petrick, J. F. (2018). An integrated model of pop culture fans’ travel decision-making processes. Journal of Travel Research, 57(5), 687-701. https://doi.org/10.1177/0047287517708619.
  • Li, D. Impact of green advertisement and environmental knowledge on intention of consumers to buy green products. BMC Psychol, 13, 220 (2025). https://doi.org/10.1186/s40359-025-02538-x
  • Lu, Y., Zhou, T. and Wang, B. (2009). Exploring Chinese users’ acceptance of instant messaging using the theory of planned behavior, the technology acceptance model, and the flow theory. Computers in Human Behavior, 25(1), 29-39.
  • Manafe, L. A., & Pramita, K. (2022). Personal selling implementation and AIDA model; attention, interest, desire, action. IJEBD (International Journal of Entrepreneurship and Business Development), 5(3), 487-494.
  • Mishra, P. and Datta, B. (2011). Perpetual asset management of customer-based brand equity-the pam evaluator. Current Research Journal of Social Sciences, 3(1), 34-43.
  • Moussa, S. and Touzani, M. (2008). The perceived credibility of quality labels: A scale validation with refinement. International Journal of Consumer Studies, 32(5), 526-533.
  • Mustikaningrum, D. (2017). The application of AIDA model (Attention, Interest, Desire, Action) on consumption behavior of eco-friendly product in Demak and Ungaran of Central Java. [Conference paper]. ResearchGate. https://www.researchgate.net/publication/321502783
  • Nasution, A. W., & Seri, E. (2020). Pengaruh perceived usefulness, perceived ease of use dan perceived credibility terhadap keputusan menggunakan m-banking dimasa covid-19. Jurnal Budgeting, 1(2), 53-62.
  • Obaid, M., & Rashid, S. (2022). The impact of green advertising on consumer purchasing behavior. Electronic Green Journal, 1(50). https://escholarship.org/uc/item/70k529rn
  • Özkaya, B. (2010). İşletmelerin sosyal sorumluluk anlayışının uzantısı olarak yeşil pazarlama bağlamında yeşil reklamlar. Öneri Dergisi, 9(34), 247-258.
  • Palda, K. S. (1965), The measurement of cumulative advertising effects. The Journal of Business, 38(2), 162-179.
  • Papadopoulos, I., Karagouni, G., Trigkas, M., & Platogianni, E. (2010). Green marketing: The case of Greece in certified and sustainably managed timber products. EuroMed Journal of Business, 5(2), 166-190. https://doi.org/10.1108/14502191011065491.
  • Pashootanizadeh, M., & Khalilian, S. (2018). Application of the AIDA model: Measuring the effectiveness of television programs in encouraging teenagers to use public libraries. Information and Learning Science, 119(11), 635-651. https://doi.org/10.1108/ILS-04-2018-0028.
  • Patagonia. (2023), For the planet. available at: www.patagonia.com. Accessed 11.06.2023.
  • Polonsky, M. J. (1994). An introduction to green marketing. Electronic Green Journal, 1(2), https://doi.org/10.5070/G31210177.
  • Poyraz, E. and Çetintürk, N. (2017). Defining search engine advertising metrics according to aida advertising model. The First International Conference on New Trends in Communication, 219-229.
  • Princen, T. (2003). Principles for sustainability: from cooperation and efficiency to sufficiency. Global Environmental Politics, 3(1), 33-50. https://doi.org/10.1162/152638003763336374.
  • Princen, T., Maniates, M. and Conca, K. (2001). Confronting consumption. Global environmental politics (C. 1, 1-10). MIT Press.
  • Republic of Turkey Ministry of Environment, Urbanization and Climate Change (2021). Çevre Benim Reklam Filmi. https://www.csb.gov.tr/cevre-benim-reklam-filmi-video-galeri, Accessed on 12.05.2024.
  • Reyhan, A. S. (2014), Sürdürülebilir üretim-tüketim politikaları çerçevesinde “yeşil ekonomi” üzerine bir değerlendirme. Memleket Siyaset Yönetim (MSY), 9(22), 327-347.
  • Seyfang, G. (2009), The new economics of sustainable consumption. Minería Transnacional, Narrativas del Desarrollo Y Resistencias Sociales. Biblos, Buenos Aires.
  • Sharifi, M., Pool, J. K., Jalilvand, M. R., Tabaeeian, R. A. and Jooybari, M. G. (2019). Forecasting of advertising effectiveness for renewable energy technologies: A neural network analysis. Technological Forecasting and Social Change, 143, 154-161.
  • Sheth, J. N., Sethia, N. K. and Srinivas, S. (2011). Mindful consumption: a customer-centric approach to sustainability. Journal of The Academy of Marketing Science, 39(1), 21-39.
  • Simão, L., & Lisboa, A. (2017). Green marketing and green brand – the toyota case | elsevier enhanced reader. Procedia Manufacturing, 12, 183-194. https://doi.org/10.1016/j.promfg.2017.08.023.
  • Song, H., Ruan, W. J., & Jeon, Y. J. J. (2021). An integrated approach to the purchase decision making process of food-delivery apps: Focusing on the TAM and AIDA models. International Journal of Hospitality Management, 95, 1-8.
  • Spangenberg, J. H., & Lorek, S. (2002). Environmentally sustainable household consumption: from aggregate environmental pressures to priority fields of action. Ecological Economics, 43(2-3), 127-140. https://doi.org/10.1016/S0921-8009(02)00212-4
  • Sustainable Consumption Roundtable. (2006), I will if you will: Towards sustainable consumption (1-74). SDC Reports & Papers.
  • Szabo, S., & Webster, J. (2020). Perceived greenwashing: the effects of green marketing on environmental and product perceptions. Journal of Business Ethics. 171, 719-739. https://doi.org/10.1007/s10551-020-04461-0.
  • Tabachnick, B. G., Fidell, L. S. and Ullman, J. B. (2013). Using multivariate statistics (C. 6). Pearson Boston, Boston.
  • Tang, M., Walsh, G., Lerner, D., Fitza, M. A., & Li, Q. (2018). Green innovation, managerial concern and firm performance: an empirical study. Business Strategy and the Environment, 27(1), 39-51. https://doi.org/10.1002/bse.1981.
  • Ulusu, Y. and Köksal, D. (2012). Yeşil reklama yönelik tutum: üniversite öğrencileri üzerine bir uygulama., Journal of Yaşar University, 27(7), 4642-4669.
  • Wang, C., Ghadimi, P., Lim, M. K., & Tseng, M.L. (2019). A literature review of sustainable consumption and production: A comparative analysis in developed and developing economies. Journal of Cleaner Production, 206, 741-754. https://doi.org/10.1016/j.jclepro.2018.09.172.
  • Wei, M., Liu, M., Xu, J., Li, S., & Cao, J. (2022). Understanding the influence of sensory advertising of tourism destinations on visit intention with a modified AIDA model. Asia Pacific Journal of Tourism Research, 27(3), 259-273. https://doi.org/10.1080/10941665.2022.2061367.
  • Weng, L., Huang, Z., & Bao, J. (2021). A model of tourism advertising effects. Tourism Management, 85, 1-12. https://doi.org/10.1016/j.tourman.2020.104278.
  • Wijaya, B. S. (2012). The development of hierarchy of effects model in advertising. International Research Journal of Business Studies, 5(1), 73-85.
  • Yarının Suyu. (2023). available at: www.yarininsuyu.com Accessed 19.06.2023.
  • Yavuz, V. A. (2010). Sürdürülebilirlik kavramı ve işletmeler açısından sürdürülebilirlik üretim stratejileri., Mustafa Kemal Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 7(14), 63-86.
  • Yıldırım, E., & Mert, K. (2020). Etik pazarlama yolunda neyi, nasıl yapma(ma)lı. Ankara: Gazi Kitabevi.
  • Youtube. (2021). Doğallıkla Tanışma Sırası Şimdi Çamaşırlarınızda!, available at: www.youtube.com/watch?v=govGD7L4w3E&ab_channel=Bingo Accessed 19.06.2023.
  • Youtube. (2022). %100 Cif Gücü %100 Geri Dönüştürülebilir Şişede!., available at: www.youtube.com/watch?v=P28hs6a8Oro&ab_channel=CifT%C3%BCrkiye Accessed 19.06.2023.
  • Yücel, M. and Ekmekçiler, Ü. S. (2008). Çevre dostu ürün kavramına bütünsel yaklaşım; temiz üretim sistemi, eko-etiket, yeşil pazarlama. Elektronik Sosyal Bilimler Dergisi, 7(26), 320-333.
There are 82 citations in total.

Details

Primary Language English
Subjects Marketing Communications, Marketing Theory, Advertisement, Consumer Behaviour
Journal Section Research Article
Authors

Abdülkadir Öztürk 0000-0002-1855-8892

Mustafa Said Akın 0000-0002-3207-5555

Nachiketas Nandakumar 0000-0001-9426-7424

Publication Date June 30, 2025
Submission Date April 27, 2025
Acceptance Date May 27, 2025
Published in Issue Year 2025 Volume: 12 Issue: 1

Cite

ISNAD Öztürk, Abdülkadir et al. “Investigating the Impact of Green Advertisements on Consumers’ Sustainable Consumption Behaviors in Turkey”. Recep Tayyip Erdoğan Üniversitesi Sosyal Bilimler Dergisi 12/1 (June 2025), 133-151. https://doi.org/10.34086/rteusbe.1684958.

Recep Tayyip Erdoğan University Journal of Social Sciences © 2015 is licensed with Creative Commons Attribution-NonCommercial-NonDerivative 4.0 (CC-BY-NC-ND 4.0)