Investigation of behaviors of individuals participating in ecorecreation activities within the scope of green purchasing behavior theory: The case of Bolu Yedigöller

Yıl 2020, Cilt: 2 Sayı: 2, 134 - 145, 31.12.2020

Üzeyir Kement , Aziz Bükey

Öz

In this study, the environmental behaviors of individuals visiting Bolu Yedigöller National Park were investigated by using the theory of green purchasing behavior (YSDT). Within the scope of the purpose of the study, data were collected from 231 participants with a questionnaire using the convenience sampling method. Structural equation modeling was used in Smart PLS statistical program for data analysis in the study. According to the research results, environmental value to ecological worldview, ecological worldview to awareness of consequences, awareness of consequences to ascription of responsibility, ascription of responsibility to personal norm, personal norm to green purchase behavior affect positively. Also the image of green purchase to awareness of consequences and attitude towards green purchase, awareness of consequences to attitude towards green purchase, attitude towards green purchase to personal norm, social norm to personal norm and past frequency of behavior to attitude towards green purchase affect positively. In summary, all variables in the theory of green purchase behavior affect the dependent variables positively. YSDT explains 73% of the green purchase behavior of individuals visiting Bolu Yedigöller National Park.

Anahtar Kelimeler

The theory of green purchase behavior, ecorecreation, recreation, tourism, Yedigöller

Yeşil satın alma davranış teorisi kapsamında ekorekreasyon faaliyetlerine katılan bireylerin davranışlarının incelenmesi: Bolu Yedigöller örneği

Öz

Bu araştırmada Bolu Yedigöller Milli Parkı’nı ziyaret eden bireylerin yeşil satın alma davranış teorisi (YSDT) kullanılarak çevreci davranışları incelenmiştir. Araştırmanın amacı kapsamında 231 katılımcıdan anket formu ile kolayda örneklem metodu kullanılarak veri toplanmıştır. Araştırmada veri analizi için Smart PLS istatistik programında yapısal eşitlik modellemesi yapılmıştır. Araştırma sonuçlarına göre, çevresel değer; ekolojik dünya görüşünü, ekolojik dünya görüşü; sonuçların farkındalığını, sonuçların farkındalığı; sorumluluk yüklemeyi, sorumluluk yükleme; kişisel normu, kişisel norm; yeşil satın alma davranışını olumlu yönde etkilemektedir. Ayrıca yeşil satın alma imajı; sonuçların farkındalığı ve yeşil satın almaya karşı tutumu, sonuçların farkındalığı; yeşil satın almaya karşı tutumu, yeşil satın almaya karşı tutum; kişisel normu, sosyal norm; kişisel normu ve geçmiş davranış sıklığı; yeşil satın almaya karşı tutumu, olumlu yönde etkilemektedir. Özet olarak yeşil satın alma davranış teorisinde yer alan tüm değişkenler bağımlı değişkenleri olumlu yönde etkilemektedir. YSDT, Bolu Yedigöller Milli Parkı’nı ziyaret eden bireylerin yeşil satın alma davranışlarının %73’ünü açıklamaktadır.

Anahtar Kelimeler

Yeşil satın alma davranış teorisi, Ekorekreasyon, Rekreasyon, Turizm, Yedigöller

Kaynakça

• Ajzen, I. (2012). Attitudes and persuasion. Içinde K. Deaux & M. Snyder (Eds.), Oxford Library of Psychology. The Oxford handbook of personality and social psychology (ss. 367–393). Oxford University Press.
• Ajzen, I. (1991). The theory of planned behaviour. Organizational Behaviour and Human Decision Pro- cesses, 50, 179-211.
• Ajzen, I., & Fishbein, M. (1980). Understanding attitude and predicting social behavior. Englewood Cliffs, NJ: Prentice-Hall.
• Ay, U. (2017). Çevreci Tüketim Davranışlarının Değer-İnanç-Norm Kuramı Temelinde İncelenmesi, Tüketici ve Tüketim Araştırmaları Dergisi, 9(1), 1-33.
• Bamberg, S., Hunecke, M. & Blobaum, A. (2007). Social context, personal norms and the use of public transportation: Two field studies, Journal of Environmental Psychology, 27, 190–203.
• Boley, B. B., McGehee, N. G., & Hammett, A. L. T. (2017). Importance performance analysis (IPA) of sustainable tourism initiatives: The resident perspective, Tourism Management, 58, 66–77.
• Burchell, K., Rettie, R. & Patel, K. (2013). Marketing social norms: social marketing and the ‘social norm approach, Journal of Consumer Behaviour, 12(1), 1-9.
• Bükey, A. (2019). Turizm eğitimi gören üniversite öğrencilerinin iş değeri algılarının kariyer tercihlerine etkisi, Tourism and Recreation, 1(2), 75-86.
• Chan, E. S. (2013). Gap analysis of green hotel marketing, International Journal of Contemporary Hospitality Management, 25(7), 1017–1048.
• Chan, E. S., Hon, A. H., Chan, W. & Okumus, F. (2014). What drives employees’ intentions to implement green practices in hotels? The role of knowledge, awareness, concern and ecological behaviour, International Journal of Hospitality Management, 40, 20-28.
• Choi, H., Jang, J. & Kandampully, J. (2015). Application of the extended VBN theory to understand consumers' decisions about green hotels, International Journal of Hospitality Management, 51, 87–95.
• Çavuşoğlu, S. & Durmaz, Y. (2020). Deneyimsel pazarlama ve yeşil davranış: uygulamalı. İstanbul: Hiperlink yayıncılık.
• Çavuşoğlu, S., & Durmaz, Y. (2019). Yeşil davranışlara karşı tutumun ziyaret niyetine etkisinde yeşil imajın düzenleyicilik rolü: Yeşil oteller örneği. Fırat Üniversitesi Sosyal Bilimler Dergisi, 29(2), 303-315.
• De Groot, J. I. & Steg, L. (2009). Morality and prosocial behavior: The role of awareness, responsibility, and norms in the norm activation model, The Journal of social psychology, 149(4), 425-449.
• Dembkowski, S. & Hanmer‐Lloyd, S. (1994). The environmental value‐attitude‐system model: A framework to guide the understanding of environmentally‐conscious consumer behaviour, Journal of marketing management, 10(7), 593-603.
• Denley, T. J., Woosnam, K. M., Ribeiro, M. A., Boley, B. B., Hehir, C. & Abrams, J. (2020). Individuals’ intentions to engage in last chance tourism: applying the value-belief-norm modeli Journal of Sustainable Tourism, 1-22.
• Dono, J., Webb, J. & Richardson, B. (2010). The relationship between environmental activism, pro-environmental behaviour and social identity, Journal of environmental psychology, 30(2), 178-186.
• Dunlap, R. E., Van Liere, K. D., Mertig, A. G. & Jones, R. E. (2000). New trends in measuring environmental attitudes: measuring endorsement of the new ecological paradigm: a revised NEP scale, Journal of social issues, 56(3), 425-442.
• Elliott, D., Harris, K. & Baron, S. (2005). Crisis management and services marketing, Journal of Services Marketing, 19(5), 336-345.
• Fornell, C. & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error, Journal of marketing research, 18(1), 39-50.
• Foroudi, P. (2019). Influence of brand signature, brand awareness, brand attitude, brand reputation on hotel industry’s brand performance. International journal of hospitality management, 76, 271-285.
• Ghazali, E. M., Nguyen, B., Mutum, D. S. & Yap, S. F. (2019). Pro-environmental behaviours and Value-Belief-Norm theory: Assessing unobserved heterogeneity of two ethnic groups. Sustainability, 11(12), 3237.
• Gupta, A. & Sharma, R. (2019). Pro-environmental behaviour of adventure tourists: an applicability of value belief norm theory. Turizam: međunarodni znanstveno-stručni časopis, 67(3), 253-267.
• Hair, J. F., Ringle, C. M. & Sarstedt, M. (2011). PLS-SEM: Indeed a silver bullet. Journal of Marketing theory and Practice, 19(2), 139-152.
• Han, H. (2020). Theory of green purchase behavior (TGPB): A new theory for sustainable consumption of green hotel and green restaurant products. Business Strategy and the Environment, 29(6), 2815-2828.
• Han, H., Hwang, J. & Lee, M. J. (2017). The value–belief–emotion–norm model: Investigating customers’ eco-friendly behavior. Journal of Travel & Tourism Marketing, 34(5), 590-607.
• Han, H. (2015). Travelers' pro-environmental behavior in a green lodging context: Converging value-belief-norm theory and the theory of planned behavior. Tourism Management, 47, 164–177.
• Han, H., Hsu, L. & Sheu, C. (2010). Application of the theory of planned behavior to green hotel choice: Testing the effect of environmental friendly activities. Tourism Management, 31, 325–334.
• Han, H., Lee, M. J., & Kim, W. (2018). Promoting towel reuse behavior in guests: A water conservation management and environmental policy in the hotel industry. Business Strategy and the Environment, 27(8), 1302–1312.
• Hsu, C. H. & Huang, S. (2012). An extension of the theory of planned behavior model for tourists. Journal of Hospitality & Tourism Research, 36(3), 390-417.
• Hwang, J., & Choi, J. G. (2018). An investigation of passengers' psychological benefits from green brands in an environmentally friendly airline context: The moderating role of gender. Sustainability, 80, 10.
• Hwang, J., Kim, W. & Kim, J. J. (2020). Application of the value-belief-norm model to environmentally friendly drone food delivery services. International Journal of Contemporary Hospitality Management. 32(5), 1775-1794.
• Hwang, J. & Lyu, S. O. (2020). Relationships among green image, consumer attitudes, desire, and customer citizenship behavior in the airline industry. International Journal of Sustainable Transportation, 14(6), 437–447.
• Jeong, E., Jang, S., Day, J. & Ha, S. (2014). The impact of eco-friendly practices on green image and customer attitudes: An investigation in a café setting. International Journal of Hospitality Management, 41, 10 –20.
• Joshi, Y.,& Rahman, Z. (2015). Factors affecting green purchase behaviour and future research directions. International Strategic Management Review, 3, 128–143.
• Juvan, E. & Dolnicar, S. (2014). The attitude–behaviour gap in sustainable tourism. Annals of tourism research, 48, 76-95.
• Güçer, E., & Kement, Ü. (2015). Ekoturizm kapsamında seyahat EDEN tüketicilerin çevreye duyarlı davranışlarının incelenmesi: Ayder örneği. Gümüşhane Üniversitesi Sosyal Bilimler Enstitüsü Elektronik Dergisi, 6(14), 69-82.
• Kaiser, F. G., Ranney, M., Hartig, T. & Bowler, P. A. (1999). Ecological behavior, environmental attitude, and feelings of responsibility for the environment. European psychologist, 4(2), 59-74.
• Kaiser, F. G., Wölfing, S. & Fuhrer, U. (1999). Environmental attitude and ecological behaviour. Journal of environmental psychology, 19(1), 1-19.
• Kalafatis, S. P., Pollard, M., East, R., & Tsogas, M. H. (1999). Green marketing and Ajzen’s theory of planned behaviour: a cross‐market examination. Journal of consumer marketing, 16(5), 441-460.
• Kement, Ü. (2018). Çevresel kaygı ve algılanan ahlaki yükümlülüğün yeşil otelleri ziyaret etme niyetine etkisinin incelenmesi. Turizm Akademik Dergisi, 5(2), 203-214.
• Kement, Ü. (2019a). Ecorecreation, İçinde, İ. Yazıcıoğlu, Ö. Yayla, & A. Solunoğlu (Edt), Current Issues in Tourism and Hospitality Management. (ss. 238-241). SRA Academic Publishing, Litvanya.
• Kement, Ü. (2019b). Ekoturizm faaliyetlerine katılan bireylerin değer inanç norm teorisi kapsamında çevre dostu davranışlarının açıklanması. Electronic Journal of Social Sciences, 18(72).
• Kement, Ü., & Güçer, E. (2018). Consumers’ Environmentally Friendly Recreational Behaviours in Recreational Activities: Camping Sample. Journal of Business Research-Turk, 10(4), 772-793.
• Kiatkawsin, K. & Han, H. (2017). Young travelers' intention to behave pro-environmentally: Merging the value-belief-norm theory and the expectancy theory. Tourism Management, 59, 76-88.
• Kim, J., Kim, S., Lee, J., Kim, P., & Cui, Y. (2019). Influence of choice architecture on the preference for a pro-environmental hotel. Journal of Travel Research, 59, 512–527.
• Kok, G. & Siero, S. (1985). Tin recycling: Awareness, comprehension, attitude, intention and behavior. Journal of economic psychology, 6(2), 157-173.
• Kültür ve Turizm Bakanlığı (2020). Yedigöller milli parkı; Bolu, https://bolu.ktb.gov.tr/TR-70000/yedigollermilliparki. Erişim tarihi.15.12.2020.
• Landon, A. C., Woosnam, K. M., & Boley, B. B. (2018). Modeling the psychological antecedents to tourists’ pro-sustainable behaviors: An application of the value-belief-norm model. Journal of sustainable tourism, 26(6), 957-972.
• Line, N. D., Hanks, L., & Zhang, L. (2016). Sustainability communication: The effect of message construals on consumers' attitudes towards green restaurants. International Journal of Hospitality Management, 57, 143–151.
• Lee, J., Hsu, L., Han, H., & Kim, Y. (2010). Understanding how consumers view green hotels: How a hotel's green image can influence behavioural intentions. Journal of Sustainable Tourism, 18(7), 901–914.
• Lorenzini, B. (1994). The green restaurant, part II: systems and service. Restaurant and Institutions, 104, 119-136.
• McCarty, J. A.,& Shrum, L. J. (2001). The influence of individualism, collectivism, and locus of control on environmental beliefs and behavior. Journal of Public Policy &Marketing, 20(1), 93-104.
• Megeirhi, H. A., Woosnam, K. M., Ribeiro, M. A., Ramkissoon, H., & Denley, T. J. (2020). Employing a value-belief-norm framework to gauge Carthage residents’ intentions to support sustainable cultural heritage tourism. Journal of Sustainable Tourism, 28(9), 1351-1370.
• Meng, B. & Choi, K. (2016). The role of authenticity in forming slow tourists' intentions: Developing an extended model of goal-directed behavior. Tourism Management, 57, 397–410.
• Mercan, Ş. O. & Kazancı, M. (2019). Kültürel Değerlere Yönelik Destinasyon Seçimi: Çanakkale’ye Gelen Yerli Ziyaretçiler Üzerine Bir Araştırma, Turizm Akademik Dergisi, 6(2), 115-125.
• Mont, O. & Plepys, A. (2008). Sustainable consumption progress: should we be proud or alarmed?. Journal of Cleaner Production, 16(4), 531-537.
• Nilnoppakun, A. & Ampavat, K. (2016). Is Pai a sustainable tourism destination?. Procedia – Economics and Finance, 39, 262–269.
• Onwezen, M. C., Antonides, G. & Bartels, J. (2013). The norm activation model: An exploration of the functions of anticipated pride and guilt in pro-environmental behavior, Journal of Economic Psychology, 39, 141–153.
• Yay. Ö. & Çalışkan, O. (2016). Planlı Davranış Teorisi Bağlamında Çevreci Otel Restoranında Yemek Yeme Niyeti, Journal ofTravel and Hospitality Management 13(2), 2016, 103-122.
• Perugini, M. & Bagozzi, R. P. (2001). The role of desires and anticipated emotions in goal-directed behaviors: Broadening and deepening the theory of planned behavior. British Journal of Social Psychology, 40, 79–98.
• Rashid M., Spreckelmeyer K. & Angrisano N. (2012). Green Buildings, Environmental Awareness, and Organizational Image. Journal of Corporate Real Estate, 14(1), 21-49.
• Ritter, A. M., Borchardt, M., Vaccaro, L. R. & Pereira, G. M. (2015). Motivations for Promoting the Consumption of Green Products in an Emerging Country: Exploring Attitudes of Brazilian Consumers, Journal of Cleaner Production, 106, 507-520.
• Schwartz, S. H. (1977). Normative influences on altruism. Advances in Experimental Social Psychology, 10, 221–279.
• Schwartz, S. H. & Howard, J. A. (1980). Explanations of the moderating effect of responsibility denial on the personal norm-behavior relationship, Social Psychology Quarterly, 43(4), 441-446.
• Seyfang, G. (2009). The new economics of sustainable consumption. Minería transnacional, narrativas del desarrollo y resistencias sociales. Buenos Aires: Biblos. Palgrave Macmillan, London.
• Sharma, R. & Gupta, A. (2020). Pro-environmental behaviour among tourists visiting national parks: application of value-belief-norm theory in an emerging economy context. Asia Pacific Journal of Tourism Research, 25(8), 829-840.
• Shin, Y. H., Im, J., Jung, S. E., & Severt, K. (2018). The theory of planned behavior and the norm activation model approach to consumer behavior regarding organic menus, International Journal of Hospitality Management, 69, 21–29.
• Shin, Y. H., Moon, H., Jung, S. E. & Severt, K. (2017). The effect of environmental values and attitudes on consumer willingness to pay more for organic menus: A value-attitude-behavior approach. Journal of Hospitality and Tourism Management, 33, 113-121.
• Steg, L. & Vlek, C. (2009). Encouraging pro-environmental behavior: An integrative review and research agenda. Journal of Environmental Psychology, 29, 309–317.
• Stern, C. P. (2000). New Environmental Theories: Toward a Coherent Theory of Environmentally Significant Behavior. Journal of Social Issues 56(3) , 407–424.
• Stern, P. C.,& Dietz, T. (1994). The value basis of environmental concern. Journal of social issues, 50(3), 65-84.
• Stern, C.P., Dietz,T., Abel, T., Guagnano A. G. and Kalof L. (1999). A Value-Belief-Norm Theory of Support for Social Movements: The Case of Environmentalism. Human Ecology Review, 6(2), 81-97. Stern, P. C., Dietz, T., & Guagnano, G. A. (1995). The new ecological paradigm in social-psychological context. Environment and behavior, 27(6), 723-743.
• Trang, H., Lee, J., & Han, H. (2019). How do green attributes elicit guest pro-environmental behaviors? The case of green hotels in Vietnam. Journal of Travel & Tourism Marketing, 36(1), 14–28.
• Verma, V. K., Chandra, B., & Kumar, S. (2019). Values and ascribed responsibility to predict consumers' attitude and concern towards green hotel visit intention. Journal of Business Research, 96, 206–216.
• Wang, C., Zhang, J., Yu, P. & Hu, H. (2018). The theory of planned behavior as a model for understanding tourists’ responsible environmental behaviors: The moderating role of environmental interpretations. Journal of Cleaner Production, 194, 425-434.
• Wang, J., Wang, S., Xue, H., Wang, Y. & Li, J. (2018). Green image and consumers’ word-of-mouth intention in the green hotel industry: The moderating effect of Millennials. Journal of Cleaner Production, 181, 426-436.
• Wasko, M. M. & Faraj, S. (2005). Why should I share? Examining social capital and knowledge contribution in electronic networks of practice. MIS quarterly, 29(1) 35-57.
• Welsch, H., & Kühling, J. (2018). How green self image is related to subjective well-being: Pro-environmental values as a social norm, Ecological Economics, 149, 105-119.
• Wynveen, C. J., Wynveen, B. J. & Sutton, S. G. (2015). Applying the value-belief-norm theory to marine contexts: Implications for encouraging pro-environmental behavior, Coastal Management, 43(1), 84-103.
• Vorhees, C. V., & Williams, M. T. (2016). Cincinnati water maze: A review of the development, methods, and evidence as a test of egocentric learning and memory, Neurotoxicology and teratology, 57, 1-19.
• Zhao, H. H., Gao, Q., Wu, Y. P., Wang, Y. & Zhu, X. D. (2014). What Affects Green Consumer Behavior in China? A Case Study from Qingdao, Journal of Cleaner Production, 63, 143-151.