Yeşil Tüketimin Tahmin Edilmesindeki Kültürel ve Kuşaksal Farklılıklar: Aracı Düzenleyici Modeli

Year 2024, Volume: 32 Issue: 59, 11 - 30, 31.01.2024

Hasan Selçuk Eti

https://doi.org/10.17233/sosyoekonomi.2024.01.01

Abstract

Bu çalışmada öncelikle planlı davranış teorisinin öncüllerinin ve çevresel kaygının yeşil satın alma niyeti üzerindeki etkilerinin incelenmesi amaçlanmıştır. Ayrıca söz konusu ilişkilerde tutumun aracılık rolü ile kuşak ve kültürün düzenleyici rolünün incelenmesi de hedeflenmiştir. Araştırmada çevrimiçi bir anket kullanılarak Tekirdağ Namık Kemal Üniversitesindeki 446 uluslararası öğrenciden birincil veri toplanmıştır. Yapısal eşitlik modellemesi sonucunda; tutum, öznel normlar, algılanan davranışsal kontrol ve çevresel kaygının, yeşil satın alma niyetini artırdığı tespit edilmiştir. Bunun yanında, çevresel kaygı ile yeşil satın alma niyeti arasındaki ilişkiye tutumun kısmi aracılık ettiği ve söz konusu ilişkinin batı kültüründe daha güçlü olduğu belirlenmiştir.

Keywords

Yeşil Tüketim, Çevresel Problemler, Planlı Davranış Teorisi, Aracı Düzenleyici Model

Cultural and Generational Differences in Predicting Green Consumption: A Mediated Moderation Model

Abstract

This study aimed to examine the effects of the antecedents of the theory of planned behaviour and environmental concern on green purchase intention. It also examines the mediating role of attitude and the moderating roles of generation and culture in these relationships. The study collected primary data from 446 international students at Tekirdağ Namık Kemal University using an online survey. As a result of structural equation modelling, it was determined that attitude, subjective norms, perceived behavioural control and environmental concern increased green purchase intention. In addition, it was determined that attitude partially mediated the relationship between environmental concern and green purchase intention and that this relationship was stronger in Western culture.

Keywords

Green Consumption, Environmental Problems, Theory of Planned Behaviour, Mediated Moderation Model

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