YEŞİL AKLAMANIN ALGILANAN RİSK, KALİTE VE MEMNUNİYET ÜZERİNDEKİ ETKİSİ

Yıl 2018, Cilt: 9 Sayı: 18, 359 - 378, 29.12.2018

Tevfik Şükrü Yapraklı Tuğba Yıldız

Öz

 Bu araştırmanın amacı çevre dostu olduğunu
belirten elektronik ürünlere yönelik tüketicilerin
algıladıkları risk, kalite, kafa karışıklığı ve
memnuniyeti üzerinde yeşil aklamanın etkisini
incelemektir. Ayrıca güven üzerinde algılanan risk ve
tüketicinin kafa karışıklığının etkisi araştırılırken,
ağızdan ağıza iletişim üzerinde algılanan kalite,
memnuniyet ve güvenin etkisi de araştırılmıştır. Bu
çalışma Erzurum il sınırlarında yaşayan tüketicilere
uygulanmış olup 389 anket değerlendirmeye
alınmıştır. Verilerin analizinde SPSS 20 istatistik
programı kullanılmış olup, güvenilirlik testi ve
regresyon analizleri yapılmıştır. Yeşil aklamanın
algılanan risk ve kafa karışıklığı üzerinde etkisi
bulunur iken, algılanan kalite ve memnuniyet
üzerinde etkisi bulunmamaktadır. Diğer bir elde
edilen sonuç ise güven üzerinde algılanan risk ve kafa
karışıklığının etkisi bulunmaz iken, ağızdan ağıza
iletişim üzerinde algılanan kalite, memnuniyet ve
güvenin etkisi bulunmaktadır

Anahtar Kelimeler

Aklama, Güven, Ağızdan Ağıza İletişim

Kaynakça

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