Spor Tüketicilerinin Yeşil Ürün Satın Alma Niyetinde Uzatılmış Değer-İnanç-Norm Teorisinin Rolü: Yeşil İmaj ve Sosyal Etki Açısından Bir Yaklaşım

Year 2025, Volume: 4 Issue: 2, 472 - 496, 23.10.2025

Halil Erdem Akoğlu , Uğur İnce , Fatih Harun Turhan

https://doi.org/10.70007/yalovaspor.1767226

Abstract

Bu çalışma, tüketicilerin çevre dostu spor ürünleri bağlamında değer, inanç ve kişisel normlarının satın alma niyetleri üzerindeki etkisini incelemektedir. Araştırmada, Değer-İnanç-Norm teorisi temel alınarak yapısal eşitlik modellemesi uygulanmıştır. Türkiye’de çevre dostu spor ürünleri satın alan 363 katılımcıdan elde edilen veriler, doğrulayıcı faktör analizi ve yol analizi ile test edilmiştir. Bulgular, çevresel değerlerin kişisel normlar aracılığıyla satın alma niyetini etkilediğini ve yeşil marka imajının bu ilişkide düzenleyici rol oynadığını göstermektedir. Çalışma hem teorik hem pratik açıdan önemli katkılar sunmaktadır. Teorik açıdan, Değer-İnanç-Norm teorisini spor pazarlaması literatüründe bütünleştiren nadir araştırmalardan biri olarak öne çıkmaktadır. Pratik açıdan ise, spor markalarının çevreci stratejiler geliştirmesinin tüketici davranışlarını şekillendirmede kritik bir unsur olduğunu vurgulamaktadır.

Keywords

Yeşil tüketim , spor pazarlaması , satın alma niyeti , kişisel normlar , marka imajı

The Role of the Extended Value-Belief-Norm Theory in Sports Consumers' Intentions to Purchase Green Products: An Approach from the Perspective of Green Image and Social Influence

Abstract

This study examines the impact of consumers’ values, beliefs, and personal norms on their purchase intentions in the context of eco-friendly sports products. Drawing on the Value-Belief-Norm (VBN) theory, a structural equation modeling approach was employed. Data were collected from 363 consumers in Turkey who had purchased eco-friendly sports products, and the proposed model was tested using confirmatory factor analysis and path analysis. The findings indicate that environmental values influence purchase intention through personal norms, and that green brand image plays a moderating role in this relationship. The study provides both theoretical and practical contributions. Theoretically, it is among the few studies integrating VBN theory within the field of sports marketing. Practically, it highlights the critical role of green strategies in shaping consumer behavior for sports brands.

Keywords

Green consumption , sports marketing , purchase intention , personal norms , brand image

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