Çevre Dostu Ürün Tutumu ve Satın Alma Niyetinde Sürdürülebilirlik Odaklı Değer Yönelimi ve Ahlaki Zekânın Rolü

Year 2025, Volume: 11 Issue: 2, 633 - 658, 01.10.2025

İlknur Saral

https://doi.org/10.20979/ueyd.1699971

Abstract

Sürdürülebilirliğin ekonomik, çevresel ve sosyal boyutlarının iyi bir ahlakı yansıtabilecek ve eşitlik, adalet gibi kavramlara atıf yapabilecek yönleri bulunabilmektedir. Ahlaki zekâ ahlaklı olanı ve iyi değerleri kapsayabildiği için ahlaki zekânın sürdürülebilirlik yönünün de olabileceği düşünülmektedir. Ahlaki zekânın ve sürdürülebilirlik odaklı değer yönelimlerinin çevre dostu ürünlere yönelik tutum ve satın alma niyeti üzerinde etkilerini incelemek sürdürülebilir pazarlama stratejilerinde ve bu ürünlere yönelik tüketici davranışının anlaşılmasında önemlidir. Çalışmada, çevre dostu ürün tutumunda ve satın alma niyetinde ahlaki zekânın ve sürdürülebilirlik odaklı değer yöneliminin rolü Planlı Davranış Teorisi ve Değer-İnanç-Norm Teorisi kapsamından incelenmiştir. Kolayda örnekleme yöntemi ile elde edilen 417 veri analiz edilmiştir. Çalışmanın sonucunda, ahlaki zekânın empati, vicdan ve nezaket boyutlarının sürdürülebilir odaklı değer yöneliminin ekonomik boyutu üzerinde olumlu bir etkisi ortaya çıkmıştır. Ahlaki zekânın vicdan ve nezaket boyutları ile sürdürülebilir odaklı değer yöneliminin ekonomik boyutunun çevre dostu ürün tutumu üzerinde olumlu etkileri bulunmuştur. Ahlaki zekânın öz denetim boyutu ile çevre dostu ürün tutumunun çevre dostu ürün satın alma niyeti üzerinde olumlu etkisi tespit edilmiştir. Ayrıca, sürdürülebilirlik odaklı değer yöneliminin ekonomik boyutu ile çevre dostu ürün tutumunun aracılık rolleri de çalışmada ortaya çıkmıştır.

Keywords

Ahlaki Zekâ , Sürdürülebilirlik Odaklı Değer Yönelimi , Tutum , Satın Alma Niyeti , Çevre Dostu Ürün

Ethical Statement

Burdur Mehmet Akif Ersoy Üniversitesi tarafından, 05.06.2024 Çarşamba tarihli, 2024/06 toplantı ve GO 2024/364 numaralı karar sonucunda, bu araştırma için etik kurul izni verilmiştir.

The Role of Sustainability-Oriented Value Orientation and Moral Intelligence in Eco- Friendly Product Attitude and Purchase Intention

Abstract

The economic, environmental, and social dimensions of sustainability may have aspects that reflect good morality and may refer to concepts such as equality and justice. Because moral intelligence can encompass morality and good values, it is believed that moral intelligence may also have a sustainability aspect. Examining the effects of moral intelligence and sustainability-focused value orientations on attitudes and purchase intentions toward eco-friendly products is important for sustainable marketing strategies and understanding consumer behavior toward these products. In the study, the role of moral intelligence and sustainability-oriented value orientation in eco-friendly product attitude and purchase intention was examined within the scope of Planned Behavior Theory and Value-Belief-Norm Theory. 417 data obtained by convenience sampling method were analyzed in the study. As a result of the study, the empathy, conscience and kindness dimensions of moral intelligence have a positive effect on the economic dimension of sustainable-oriented value orientation. The conscience and kindness dimensions of moral intelligence and the economic dimension of sustainability-oriented value orientation were found to have positive effects on eco-friendly product attitudes. It has been determined that the self-control dimension of moral intelligence and eco-friendly product attitude have a positive effect on the intention to purchase eco-friendly products. In addition, the mediating roles of the economic dimension of the sustainability-oriented value orientation and the eco-friendly product attitude were also revealed in the study.

Keywords

Moral Intelligence , Sustainability-Oriented Value Orientation , Attitude , Purchase Intention , Eco-Friendly Product

Ethical Statement

Ethics committee permission was given for this research by Burdur Mehmet Akif Ersoy University, as a result of the meeting dated Wednesday, 05.06.2024, 2024/06 and decision numbered GO 2024/364.

References

• Ajzen, I. (1991). The Theory of Planned Behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211.
• Ajzen, I. (2006). Constructing A Theory of Planned Behavior Questionnaire. https://people.umass.edu/~aizen/pdf/tpb.measurement.pdf (Erişim: 05.04.2025).
• Ajzen, I. (2020). The Theory of Planned Behavior: Frequently Asked Questions. Human Behavior and Emerging Technologies, 2(4), 314-324.
• Al-Adamat, A., Al-Gasawneh, J., ve Al-Adamat, O. (2020). The Impact of Moral Intelligence on Green Purchase Intention. Management Science Letters, 10(9), 2063-2070.
• Ali, M., Ullah, S., Ahmad, M. S., Cheok, M. Y., ve Alenezi, H. (2023). Assessing The Impact of Green Consumption Behavior and Green Purchase Intention Among Millennials Toward Sustainable Environment. Environmental Science and Pollution Research, 30(9), 23335-23347.
• Aminrad, Z., Zakariya, S. Z. B. S., Hadi, A. S., ve Sakari, M. (2013). Relationship Between Awareness, Knowledge and Attitudes Towards Environmental Education Among Secondary School Students in Malaysia. World Applied Sciences Journal, 22(9), 1326-1333.
• Arpaci, I., Karataş, K., Zeybek, G., ve Haktanir, A. (2024). Environmental Attitude, Global Social Responsibility, and Digital Literacy: Predictors of Green Purchase Intentions Among Emerging Adults. In Current and Future Trends on Intelligent Technology Adoption: Volume 2 (pp. 79-96). Cham: Springer Nature Switzerland.
• Ay, U. (2017). Çevreci Tüketim Davranışlarının Değer-İnanç-Norm Kuramı Temelinde İncelenmesi. Tüketici ve Tüketim Araştırmaları Dergisi, 9(1), 1-33.
• Aziz, F., Md Rami, A. A., Zaremohzzabieh, Z., ve Ahrari, S. (2021). Effects of Emotions and Ethics on Pro-Environmental Behavior of University Employees: A Model Based on The Theory of Planned Behavior. Sustainability, 13(13), 7062.
• Baltacı, D. Ç., Durmaz, Y., ve Baltacı, F. (2025). The Mediating Role of Attitudes in The Effect of Human and Environment-Centered Value Orientation on Green Cosmetic Product Purchasing Behavior: Comparison of Different Countries. Environment, Development and Sustainability, 1-24.
• Bañon Gomis, A. J., Guillén Parra, M., Hoffman, W. M., ve McNulty, R. E. (2011). Rethinking The Concept of Sustainability. Business and Society Review, 116(2), 171-191.
• Bayat, B. (2014). Uygulamalı Sosyal Bilim Araştırmalarında Ölçme, Ölçekler ve “Likert” Ölçek Kurma Tekniği. Gazi Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 16(3), 1-24.
• Beheshtifar, M., Esmaeli, Z., ve Moghadam, M. N. (2011). Effect of Moral Intelligence on Leadership. European Journal of Economics, Finance and Administrative Sciences, 43(1), 6-11.
• Blamey, R. (1998). Contingent Valuation and The Activation of Environmental Norms. Ecological Economics, 24(1), 47-72.
• Bouman, T., Steg, L., ve Zawadzki, S. J. (2020). The Value of What Others Value: When Perceived Biospheric Group Values Influence Individuals’ Pro-Environmental Engagement. Journal of Environmental Psychology, 71, 101470.
• Bozaci, I. (2014). Moral Intelligence and Sustainable Consumption: A Field Research on Young Consumers. International Journal of Academic Research in Business and Social Sciences, 4(11), 306-319.
• Buerke, A., Straatmann, T., Lin-Hi, N., ve Müller, K. (2017). Consumer Awareness and Sustainability-Focused Value Orientation as Motivating Factors of Responsible Consumer Behavior. Review of Managerial Science, 11, 959-991.
• Chao, C. M., ve Yu, T. K. (2024). How Emotions and Green Altruism Explain Consumer Purchase Intention Toward Circular Economy Products: A Multi‐Group Analysis on Willingness to Be Environmentally Friendly. Business Strategy and The Environment, 33(4), 2803-2816.
• Cheung, G. W., Cooper-Thomas, H. D., Lau, R. S., ve Wang, L. C. (2024). Reporting Reliability, Convergent and Discriminant Validity with Structural Equation Modeling: A Review and Best-Practice Recommendations. Asia Pacific Journal of Management, 41(2), 745-783.
• Chowdhury, R. M. (2017). Emotional Intelligence and Consumer Ethics: The Mediating Role of Personal Moral Philosophies. Journal of Business Ethics, 142(3), 527-548.
• Chwialkowska, A., Bhatti, W. A., ve Glowik, M. (2020). The Influence of Cultural Values on Pro-Environmental Behavior. Journal of Cleaner Production, 268, 122305.
• Clark, L. A., ve Watson, D. (1995). Constructing Validity: Basic Issues in Objective Scale Development. Psychological Assessment, 7(3), 309-319.
• Clarken, R. H. (2009). Moral Intelligence in Schools. The Annual Meeting of the Michigan Academy of Sciences, Art and Letters. https://eric.ed.gov/?id=ed508485 (Erişim: 05.04.2025).
• Conner, M., ve Armitage, C. J. (1998). Extending The Theory of Planned Behavior: A Review and Avenues For Further Research. Journal of Applied Social Psychology, 28(15), 1429-1464.
• Conner, M., ve Norman, P. (2015). Predicting and Changing Health Behaviour: Research and Practice with Social Cognition Models (Second Edition). McGraw-hill education (UK).
• Davison, M. L., ve Sireci, S. G. (2000). Multidimensional Scaling. In Handbook of Applied Multivariate Statistics and Mathematical Modeling (pp. 323-352). Academic Press.
• De Groot, J. I., ve Steg, L. (2007). Value Orientations and Environmental Beliefs in Five Countries: Validity of an Instrument to Measure Egoistic, Altruistic and Biospheric Value Orientations. Journal of Cross-Cultural Psychology, 38(3), 318-332.
• Ægisdóttir, S., Gerstein, L. H., ve Çinarbaş, D. C. (2008). Methodological Issues in Cross-Cultural Counseling Research: Equivalence, Bias, and Translations. The Counseling Psychologist, 36(2), 188-219.
• Elkington, J., Hailes, J., ve Makower, J. (1990). The Green Consumer. Penguin Books.
• Fornell, C., ve Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39-50.
• Gatersleben, B., Murtagh, N., ve Abrahamse, W. (2014). Values, Identity and Pro-Environmental Behaviour. Contemporary Social Science, 9(4), 374-392.
• Gökdemir, F., ve Yılmaz, T. (2023). Processes of Using, Modifying, Adapting and Developing Likert Type Scales. J Nursology, 26(2), 148-160.
• Hair Jr, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., ve Ray, S. (2021). Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R: A Workbook. Springer Nature.
• Hair Jr, J. F., Hult, G. T. M., Ringle, C. M., ve Sarstedt, M. (2017). Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (2. baskı). Sage Publications.
• Hair, J. F., Ringle, C. M., ve Sarstedt, M. (2011). PLS-SEM: Indeed a Silver Bullet. Journal of Marketing Theory and Practice, 19(2), 139-152.
• Hair, J. F., Risher, J. J., Sarstedt, M., ve Ringle, C. M. (2019). When to Use and How to Report The Results of PLS-SEM. European Business Review, 31(1), 2-24.
• Haşıloğlu, S. B., Baran, T., ve Aydın, O. (2015). Pazarlama Araştırmalarındaki Potansiyel Problemlere Yönelik Bir Araştırma: Kolayda Örnekleme ve Sıklık İfadeli Ölçek Maddeleri. Pamukkale İşletme ve Bilişim Yönetimi Dergisi, 2(1), 19-28.
• Heinberg, R. (2010). Foundation Concepts: What is Sustainability? In R. Heinberg and D. Lerch (Eds.), The Post Carbon Reader: Managing The 21st Century's Sustainability Crises (pp 1-12). Post Carbon Institute, Healdsburg, CA: Watershed Media. http://www.postcarbonreader.com.
• Henseler, J., Ringle, C. M., ve Sarstedt, M. (2015). A New Criterion for Assessing Discriminant Validity in Variance-Based Structural Equation Modeling. Journal of The Academy of Marketing Science, 43, 115-135.
• Herremans, I. M., ve Reid, R. E. (2002). Developing Awareness of the Sustainability Concept. The Journal of Environmental Education, 34(1), 16-20.
• Horlings, L. G. (2015). The Inner Dimension of Sustainability: Personal and Cultural Values. Current Opinion in Environmental Sustainability, 14, 163-169.
• Imaningsih, E. S., Ramli, Y., Widayati, C., ve Yusliza, M. Y. (2023). The Influence of Egoistic Values, Biospheric Values, and Altruistic Values on Green Attitudes for Re-intention to Use Eco-Bag: Studies on Millennial Consumers. Przestrzeń Społeczna (Social Space), 23(3), 357-376.
• Jacobs, K., Petersen, L., Hörisch, J., ve Battenfeld, D. (2018). Green Thinking But Thoughtless Buying? An Empirical Extension of The Value-Attitude-Behaviour Hierarchy in Sustainable Clothing. Journal of Cleaner Production, 203, 1155-1169.
• Janmaimool, P., ve Khajohnmanee, S. (2020). Enhancing University Students’ Global Citizenship, Public Mindedness, and Moral Quotient for Promoting Sense of Environmental Responsibility and Pro-Environmental Behaviours. Environment, Development and Sustainability, 22(2), 957-970.
• Jensen, M. P., Keefe, F. J., Lefebvre, J. C., Romano, J. M., ve Turner, J. A. (2003). One-and Two-Item Measures of Pain Beliefs and Coping Strategies. Pain, 104(3), 453-469.
• Karaçam, Z. (2019). Ölçme Araçlarının Türkçeye Uyarlanması. Journal of Midwifery and Health Sciences, 2(1), 28-37.
• Kautish, P., ve Sharma, R. (2019). Value Orientation, Green Attitude and Green Behavioral Intentions: An Empirical Investigation among Young Consumers. Young Consumers, 20(4), 338-358.
• Kim, M. J., ve Hall, C. M. (2021). Do Value-Attitude-Behavior and Personality Affect Sustainability Crowdfunding Initiatives? Journal of Environmental Management, 280, 111827.
• Koç, E. (2017). Temel Tüketici Davranışı ve Pazarlama Stratejileri. Ankara: Seçkin Yayınevi.
• Kumar, R. (2024). To Save The Environment is My Moral Duty: Investigating Young Consumer’s Green Purchase Behaviour with Moderated Mediation Approach. Social Responsibility Journal, 20(8), 1508-1534.
• Legate, A. E., Hair, J. F. Jr, Chretien, J. L., ve Risher, J. J. (2023). PLS-SEM: Prediction-Oriented Solutions for HRD Researchers. Human Resource Development Quarterly, 34(1), 91-109.
• Lennick, D., ve Kiel, F. (2006). Moral Intelligence for Successful Leadership. Leader to Leader, 2006(40), 13-16.
• Leiserowitz, A. A., Kates, R. W., ve Parris, T. M. (2006). Sustainability Values, Attitudes, and Behaviors: A Review of Multinational and Global Trends. Annu. Rev. Environ. Resour., 31(1), 413-444.
• Li, Y., Zhao, Y., Huang, Q., Deng, J., Deng, X., ve Li, J. (2024). Empathy with Nature Promotes Pro‐Environmental Attitudes in Preschool Children. PsyCh Journal, 13(4), 598-607.
• Lisboa, P. V., Gómez-Román, C., Guntín, L., ve Monteiro, A. P. (2024). Pro-Environmental Behavior, Personality and Emotional Intelligence in Adolescents: A Systematic Review. Frontiers in Psychology, 15, 1323098.
• Liu, M. T., Liu, Y., ve Mo, Z. (2020). Moral Norm is The Key: An Extension of The Theory of Planned Behaviour (TPB) on Chinese Consumers' Green Purchase Intention. Asia Pacific Journal of Marketing and Logistics, 32(8), 1823-1841.
• López-Mosquera, N., ve Sánchez, M. (2012). Theory of Planned Behavior and The Value-Belief-Norm Theory Explaining Willingness to Pay for A Suburban Park. Journal of Environmental Management, 113, 251-262.
• Lucifora, C., Martino, G., Curcuruto, A., Salehinejad, M. A., ve Vicario, C. M. (2021). How Self-Control Predicts Moral Decision Making: An Exploratory Study on Healthy Participants. International Journal of Environmental Research and Public Health, 18(7), 3840.
• Mahardika, H., Thomas, D., Ewing, M. T., ve Japutra, A. (2020). Comparing The Temporal Stability of Behavioural Expectation and Behavioural Intention in The Prediction of Consumers Pro-Environmental Behaviour. Journal of Retailing and Consumer Services, 54, 101943.
• Malhotra, N. (2023). Pazarlama Araştırmaları-Bir Uygulamalı Yönelim. (M. Nakip ve A. B. Hamşıoğlu, Çev. Eds.). Palme Yayınevi.
• Moisander, J. (2007). Motivational Complexity of Green Consumerism. International Journal of Consumer Studies, 31(4), 404-409.
• Nart, S., Öztürk, A., ve Altunışık, R. (2023). The Effect of Consumers' Sustainability and Halal-Focused Value Orientations on Sustainable Consumption. Sakarya Üniversitesi İşletme Enstitüsü Dergisi, 5(2), 57-63.
• Narvaez, D. (2010). The Emotional Foundations of High Moral Intelligence. New Directions for Child and Adolescent Development, 2010(129), 77-94.
• Nguyen, H. V., Thanh Do, L., ve Thu Le, M. T. (2024). From Environmental Values to Pro-Environmental Consumption Behaviors: The Moderating Role of Environmental Information. Current Psychology, 43(4), 3607-3620.
• Nguyen, T. N., Lobo, A., ve Nguyen, B. K. (2018). Young Consumers’ Green Purchase Behaviour in An Emerging Market. Journal of Strategic Marketing, 26(7), 583-600.
• Nordlund, A. M., ve Garvill, J. (2002). Value Structures Behind Proenvironmental Behavior. Environment and Behavior, 34(6), 740-756.
• Ojea, E., ve Loureiro, M. L. (2007). Altruistic, Egoistic and Biospheric Values in Willingness to Pay (WTP) for Wildlife. Ecological Economics, 63(4), 807-814.
• Ortiz-Gómez, M., Melero-Bolaños, R., Muñoz-Ocaña, Y., ve de los Ríos‐Berjillos, A. (2025). What Does Sustainable Development Goals Knowledge Contribute To? A Longitudinal Study of Values and Sustainable Behaviour in University Students. International Journal of Sustainability in Higher Education.
• Puspitasari, R., Budimansyah, D., Sapriya, S., ve Rahmat, R. (2022). The Influence of Emotional Intelligence, Moral Intelligence and Intellectual Intelligence on Characters Caring for the Environmental School Students in the Perspective of Civic Education. In Annual Civic Education Conference (ACEC 2021) (pp. 343-348). Atlantis Press.
• Ragheb, A., El-Shimy, H., ve Ragheb, G. (2016). Green Architecture: A Concept of Sustainability. Procedia-Social and Behavioral Sciences, 216, 778-787.
• Rana, S. S., ve Solaiman, M. (2023). Moral Identity, Consumption Values and Green Purchase Behaviour. Journal of Islamic Marketing, 14(10), 2550-2574.
• Rashid, N. R. N. A. (2009). Awareness of Eco-Label in Malaysia’s Green Marketing Initiative. International Journal of Business and Management, 4(8), 132-141.
• Ribeiro, M. A., Seyfi, S., Elhoushy, S., Woosnam, K. M., ve Patwardhan, V. (2025). Determinants of Generation Z Pro-Environmental Travel Behaviour: The Moderating Role of Green Consumption Values. Journal of Sustainable Tourism, 33(6), 1079-1099.
• Ringle, C. M., Wende, S., ve Becker, J-M. (2024). SmartPLS 4. Bönningstedt: SmartPLS. https://www.smartpls.com Roy, S. K. (2023). Impact of Green Factors on Undergraduate Students’ Green Behavioral Intentions: A Hybrid Two-Stage Modeling Approach. Heliyon, 9(10), e20630.
• Sabah Welbeck, E. E., ve Larbi, E. A. (2025). Sustainability Consciousness, Peer Influence and Sustainable Consumption Behaviour: The Role of Altruism Among Business Students in Ghana. International Journal of Sustainability in Higher Education.
• Saruhan, Ş. C., ve Özdemirci, A. (2016). Bilim, Felsefe ve Metodoloji (4. baskı), İstanbul: Beta Basım Yayım Dağıtım A.Ş.
• Schwartz, S. H. (1994). Are There Universal Aspects in The Structure and Contents of Human Values? Journal of Social Issues, 50(4), 19-45.
• Shafaei, H., Yadolahzadeh, A., Ranjbari, S., ve Salari, H. (2023). Developing a Model of Environmentally Responsible Behaviors with Growth and Social Responsibility in Athletes: Investigating Mediating Role of Moral Intelligence. Sports Psychology, 15(2), 221-235.
• Shahrabi Farahani, F., ve Athari, Z.S. (2024). Explaining the Role of Moral Intelligence in University Students' Environmental Attitude and Morality. Journal of Environmental Education and Sustainable Development, 12(4), 121-133.
• Shin, Y. H., Moon, H., Jung, S. E., ve 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.
• Stern, P. C. (2000). Toward a Coherent Theory of Environmentally Significant Behaviour. Journal of Social Issues, 56(3), 407-424.
• Stern, P. C., Dietz, T., Abel, T., Guagnano, G. A., ve 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., Kalof, L., Dietz, T., ve Guagnano, G. A. (1995). Values, Beliefs, and Proenvironmental Action: Attitude Formation Toward Emergent Attitude Objects. Journal of Applied Social Psychology, 25(18), 1611-1636.
• Tanner, C., ve Christen, M. (2013). Moral Intelligence-A Framework for Understanding Moral Competences. In Empirically Informed Ethics: Morality Between Facts and Norms (pp. 119-136). Cham: Springer International Publishing.
• Yakut, S., ve Yakut, İ. (2021). Yakut-Ahlâkî Zekâ Ölçeği. Journal of International Social Research, 14(76), 836-842.
• Yıldız, E. (2020). SmartPLS ile Yapısal Eşitlik Modellemesi Reflektif ve Formatif Yapılar. Seçkin Yayıncılık. Young, W., Hwang, K., McDonald, S., ve Oates, C. J. (2010). Sustainable Consumption: Green Consumer Behaviour When Purchasing Products. Sustainable Development, 18(1), 20-31.
• Yükseköğretim Bilgi Yönetim Sistemi. (2023). Yükseköğretim İstatistikleri 2024-2025 Öğretim Yılı Öğrenci Sayıları Özet Tablosu. https://istatistik.yok.gov.tr/ (Erişim: 02.05.2025).
• Zhao, A. L., Dermody, J., Koenig‐Lewis, N., ve Hanmer‐Lloyd, S. (2024). Cultivating Sustainable Consumption: The Role of Harmonious Cultural Values and Pro‐Environmental Self‐Identity. Journal of Consumer Behaviour, 23(2), 1014-1031.
• Zhao, X., Lynch Jr, J. G., ve Chen, Q. (2010). Reconsidering Baron and Kenny: Myths and Truths About Mediation Analysis. Journal of Consumer Research, 37(2), 197-206.