Çevresel Değerlerin Ekonomik Davranışlara Dönüşümü: Yeşil Tüketici Kimliğinin Daha Fazla Ödeme İstekliliğindeki Aracılık Rolü

Yavuz Selim Gülmez

doi:10.54733/smar.1727850

EN TR

Transforming Environmental Values into Economic Behaviour: The Mediating Role of Green Consumer Identity in Willingness to Pay More

Abstract

This study aims to examine how individuals’ environmental values and attitudes influence their willingness to pay more for green products. Accordingly, the research was conducted through an online survey with 404 participants across Turkey, employing a convenience sampling method. The data collection instruments included scales measuring pro-environmental behaviors, personal norms, green consumerism, and willingness to pay more, with the validity and reliability of the measurement models tested. The analysis involved frequency, factor, and reliability analyses, followed by a bootstrap-based mediation analysis to examine the direct and indirect effects among the variables. The findings indicate that pro-environmental behaviors and personal values do not have a statistically significant direct effect on the willingness to pay more for green products, but both variables exert strong and significant indirect effects through green consumerism. The study reveals that individuals translate their environmental values into economic behaviors only when they internalize a green consumer identity, highlighting the critical role of identity-based cognitive processes in the translation of values into actions. In this context, the study provides theoretical contributions to the literature on sustainable consumption behaviors and offers practical implications for marketing strategies and environmental policies.

Keywords

green consumerism, personal norms, pro-environmental behavior, willingness to pay more, mediation

Çevresel Değerlerin Ekonomik Davranışlara Dönüşümü: Yeşil Tüketici Kimliğinin Daha Fazla Ödeme İstekliliğindeki Aracılık Rolü

Abstract

Bu çalışma, bireylerin çevresel değerlere ilişkin tutum ve eğilimlerinin, yeşil ürünlere yönelik daha fazla ödeme arzusunu nasıl etkilediğini incelemeyi amaçlamaktadır. Bu bağlamda çalışma, Türkiye genelinde 404 katılımcıyla çevrim içi anket yöntemi kullanılarak yürütülmüş ve kolayda örnekleme tercih edilmiştir. Veri toplama aracı olarak çevre yanlısı davranışlar, bireysel değerler, yeşil tüketicilik ve daha fazla ödeme arzusu ölçekleri uygulanmış, ölçüm modellerinin geçerlik ve güvenirliği test edilmiştir. Analiz sürecinde frekans, faktör ve güvenirlik analizleri ile birlikte, değişkenler arasındaki doğrudan ve dolaylı etkileri incelemek amacıyla bootstrap tabanlı aracılık analizi gerçekleştirilmiştir. Bulgular, çevre yanlısı davranışlar ve bireysel değerlerin yeşil ürünlere yönelik daha fazla ödeme arzusu üzerindeki doğrudan etkisinin anlamlı olmadığını, ancak her iki değişkenin yeşil tüketicilik aracılığıyla güçlü ve anlamlı dolaylı etkiler oluşturduğunu göstermektedir. Araştırma, bireylerin sahip oldukları çevresel değerleri, yeşil tüketici kimliklerini içselleştirmeleri aracılığıyla ekonomik davranışlara dönüştürülebileceğini ortaya koymakta ve değerlerin eyleme dönüşümünde kimlik temelli bilişsel süreçlerin önemini vurgulamaktadır. Bu bağlamda çalışma, sürdürülebilir tüketim davranışlarını anlamaya yönelik literatüre kuramsal katkı sağlamakta ve pazarlama stratejileri ile çevre politikaları için yol gösterici çıkarımlar sunmaktadır.

Keywords

yeşil tüketicilik, bireysel değerler, çevre yanlısı davranışlar, daha fazla ödeme arzusu, aracılık

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Details

Primary Language

Turkish

Subjects

Marketing Management

Journal Section

Research Article

Authors

Yavuz Selim Gülmez ^*
0000-0002-9846-596X
Türkiye

Publication Date

October 28, 2025

Submission Date

June 26, 2025

Acceptance Date

October 15, 2025

Published in Issue

Year 2025 Volume: 6 Number: Global Academic Perspective in Social Sciences

DOI

https://doi.org/10.54733/smar.1727850

IZ

https://izlik.org/JA66YC57RN

APA

Gülmez, Y. S. (2025). Çevresel Değerlerin Ekonomik Davranışlara Dönüşümü: Yeşil Tüketici Kimliğinin Daha Fazla Ödeme İstekliliğindeki Aracılık Rolü. Sosyal Mucit Academic Review, 6(Global Academic Perspective in Social Sciences), 195-227. https://doi.org/10.54733/smar.1727850

AMA

1.Gülmez YS. Çevresel Değerlerin Ekonomik Davranışlara Dönüşümü: Yeşil Tüketici Kimliğinin Daha Fazla Ödeme İstekliliğindeki Aracılık Rolü. SMAR. 2025;6(Global Academic Perspective in Social Sciences):195-227. doi:10.54733/smar.1727850

Chicago

Gülmez, Yavuz Selim. 2025. “Çevresel Değerlerin Ekonomik Davranışlara Dönüşümü: Yeşil Tüketici Kimliğinin Daha Fazla Ödeme İstekliliğindeki Aracılık Rolü”. Sosyal Mucit Academic Review 6 (Global Academic Perspective in Social Sciences): 195-227. https://doi.org/10.54733/smar.1727850.

EndNote

Gülmez YS (October 1, 2025) Çevresel Değerlerin Ekonomik Davranışlara Dönüşümü: Yeşil Tüketici Kimliğinin Daha Fazla Ödeme İstekliliğindeki Aracılık Rolü. Sosyal Mucit Academic Review 6 Global Academic Perspective in Social Sciences 195–227.

IEEE

[1]Y. S. Gülmez, “Çevresel Değerlerin Ekonomik Davranışlara Dönüşümü: Yeşil Tüketici Kimliğinin Daha Fazla Ödeme İstekliliğindeki Aracılık Rolü”, SMAR, vol. 6, no. Global Academic Perspective in Social Sciences, pp. 195–227, Oct. 2025, doi: 10.54733/smar.1727850.

ISNAD

Gülmez, Yavuz Selim. “Çevresel Değerlerin Ekonomik Davranışlara Dönüşümü: Yeşil Tüketici Kimliğinin Daha Fazla Ödeme İstekliliğindeki Aracılık Rolü”. Sosyal Mucit Academic Review 6/Global Academic Perspective in Social Sciences (October 1, 2025): 195-227. https://doi.org/10.54733/smar.1727850.

JAMA

1.Gülmez YS. Çevresel Değerlerin Ekonomik Davranışlara Dönüşümü: Yeşil Tüketici Kimliğinin Daha Fazla Ödeme İstekliliğindeki Aracılık Rolü. SMAR. 2025;6:195–227.

MLA

Gülmez, Yavuz Selim. “Çevresel Değerlerin Ekonomik Davranışlara Dönüşümü: Yeşil Tüketici Kimliğinin Daha Fazla Ödeme İstekliliğindeki Aracılık Rolü”. Sosyal Mucit Academic Review, vol. 6, no. Global Academic Perspective in Social Sciences, Oct. 2025, pp. 195-27, doi:10.54733/smar.1727850.

Vancouver

1.Yavuz Selim Gülmez. Çevresel Değerlerin Ekonomik Davranışlara Dönüşümü: Yeşil Tüketici Kimliğinin Daha Fazla Ödeme İstekliliğindeki Aracılık Rolü. SMAR. 2025 Oct. 1;6(Global Academic Perspective in Social Sciences):195-227. doi:10.54733/smar.1727850

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Transforming Environmental Values into Economic Behaviour: The Mediating Role of Green Consumer Identity in Willingness to Pay More

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Çevresel Değerlerin Ekonomik Davranışlara Dönüşümü: Yeşil Tüketici Kimliğinin Daha Fazla Ödeme İstekliliğindeki Aracılık Rolü

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