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AN EXAMINATION OF THE ROLE OF ENVIRONMENTAL CONCERN, PERCEIVED CONSUMER EFFECTIVENESS, AND COLLECTIVISM IN GREEN PURCHASE BEHAVIOR OF CONSUMERS

Yıl 2015, Cilt: 29 Sayı: 1, 121 - 136, 05.02.2015

Öz

This study had two fundamental aims. The first was to determine effectiveness as psychographics features and collectivism have an effect on green purchase behavior of consumers. The second was to determine whether environmental concern and perceived consumer effectiveness have a mediator role in the relationship between green purchase behavior and collectivism. Data were gathered from consumers via survey. The questionnaire used in the survey was conducted to a convenience sample of consumers from Adana, Turkey through a self-administered questionnaire. Regression analysis and mediation analysis were used to test the hypotheses. The findings suggested that green purchase behavior was affected by environmental concern, perceived consumer effectiveness, and collectivism positively. The findings, also, clearly showed that environmental concern and perceived consumer effectiveness play a fundamental role both in terms of the direct impact on the green purchase behavior and the indirect effect as a mediator on how collectivism affect it. One of the expected major contributions of this study for consumer behavior literature and practitioners is to provide an explanation why and how there is an observed relation between green purchase behavior and collectivism by using mediation in examination green behavior of consumers

Kaynakça

  • Abdul-Muhmin ve Alhassan G. (2007) “Explaining Consumers’ Willingness To Be Environmetally Friendly” International Journal of Consumer Studies, 31(3), ss.237-247.
  • Akehurst, G., Afonso, C. ve Gonçalves, H. M. (2012) “Re-Examining Green Purchase Behaviour and The Green Consumer Profile: New Evidences” Management Decision, 50(5), ss. 972-988.
  • Aracioglu, B. ve Tatlidil, R. (2009) “Tüketicilerin Satın Alma Davranışında Çevre Bilincinin Etkileri” Ege Academic Review, 9(2),ss. 435-461.
  • Ay, C.ve Ecevit, Z. (2005) “ Çevre bilinçli tüketiciler” Akdeniz İİBF Dergisi, 10, ss. 238-263.
  • Baron, R. M. ve Kenny, D. A. (1986) “The Moderator– Mediator Variable Distinction In Social Psychological Research: Conceptual, Strategic and Statistical Considerations” Journal of Personality and Social Psychology, 51, ss.1173–1182.
  • Chan, R. Y. (2001). Determinants of Chinese consumers' green purchase behavior. Psychology & Marketing, 18(4), ss. 389-413.
  • Cheah, I.ve Phau, I. (2005) “Toward a Framework of Consumers’ willingness to Purchase Environmentally Friendly Products: A study of antecedents and moderator. Broadening the boundaries” Univ. of Western Australia, ss:39-46.
  • Cho, Y. N., Thyroff, A., Rapert, M. I., Park, S. Y.ve Lee, H. J. (2013) “ To Be Or Not To Be Green: Exploring Individualism and Collectivism as Antecedents of Environmental Behavior”, Journal of Business Research, 66(8), ss.1052-1059.
  • Culiberg, B. (2014). Towards an understanding of consumer recycling from an ethical perspective. International Journal of Consumer Studies, 38(1), ss. 90-97.
  • Ellen, P. S., Wiener, J. L.ve Cobb-Walgren, C. (1991) “The Role of Perceived Consumer Effectiveness in Motivating Environmentally Conscious Behaviors”, Journal of Public Policy & Marketing, ss:102-117.
  • Hair, J.F., Anderson, R.E., Tahtam, R.L. ve Black, W.C. (1998), Multivariate Data International, Inc., USA. Fifth Edition, Prentice-Hall
  • Hawkins, D., Best R., Coney K.A. (1986), Consumer Behavior, 3. Baskı,Business Pub. Inc. , USA.
  • Gül, M. C. (2013) “Long-term Orientation, Perceived Consumer Effectiveness, and Environmentally Conscious Consumer Behavior: The Case of Turkey”, International Journal of Marketing Studies, 5(5),ss.24-30.
  • Lee, Y. K., Kim, S., Kim, M. S.ve Choi, J. G. (2014) “Antecedents and Interrelationships of Three Types Of Pro-Environmental Behavior”, Journal of Business Research. (basımda)
  • Lu, C. J. (2013) “An Empirical Study on the Antecedents of Socially Responsible Consumption Behavior”, In Complex, Intelligent, and Software Intensive Systems (CISIS), ss. 654-660.
  • Kang, J., Liu, C.ve Kim, S. H. (2013) “Environmentally Sustainable Textile And Apparel Consumption: The Role of Consumer Knowledge, Perceived Relevance”, International Journal of Consumer Studies, 37(4), ss.442- 452. Effectiveness and Perceived Personal
  • Keleş, C. (2007), “YeşilPazarlamaTüketicilerin Yeşil Ürünleri Tüketme Davranışları ve Yeşil Ürünlerin Tüketiminde Kültürün Etkisi ile İlgili Bir Uygulama”. Çukurova Üniversitesi Sosyal Bilimler Enstitüsü (Yüksek Lisans Tezi).
  • Kim, Y. (2011) “Understanding Green Purchase: The Influence of Collectivism, Personal Values and Environmental Attitudes, and The Moderating Effect of Perceived Consumer Effectiveness”, Seoul Journal of Business, 17(1), ss.65-92.
  • Kim, Y. ve Choi, S. M. (2005) “Antecedents Of Green Purchase Behavior: An Examination Of Collectivism, Environmental Concern, and PCE”, Advances in Consumer Research, 32, 592-599.
  • Kim, Y. (2002) “The Impact of Personal Value Structures on Consumer Proenvironmental Attitudes, Behaviors, and Consumerism: A Cross- cultural Study”, Michigan State University (Doktora Tezi).
  • Kurtuluş, K. (1998), Pazarlama Araştırmaları, 6.Baskı, Avcıol Basım Yayın, İstanbul.
  • Mackinnon, D.P., Warsi, G. ve Dwyer, J. H. (1995) “A Simulation Study of Mediated Effect Measures” Multivariate Behavioral Research, 30, (1), ss. 41-62.
  • Mackinnon, D.P. (2001) “Mediating Variable”, International Encyclopedia of the Social & Behavioral Sciences, ss.9503-9507.
  • Mackinnon, D.P. (2008) Introduction to Statistical Mediation Analysis, Taylor &Francis Group,LLC. International standard book number 978-0-8058-3974-6.
  • McCarty, J. A.ve 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), ss.93-104.
  • Minton, A. P.ve Rose, R. L. (1997) “The effects of environmental concern on environmentally friendly consumer behavior: An exploratory study”, Journal of Business Research, 40(1), ss.37-48.
  • Mostafa, Mohamed M. (2007) “A Hierarchical Analysis of the Green Consciousness of the Egyptian Consumer”, Psychology & Marketing, 24(5), ss.445–473.
  • Niva, M. ve Palvi, T. (2001) “The Role Of Consumers In Product-Oriented Environmental Policy: Can The Consumer Be The Driving Force For Environmental Improvements?”, International Journal of Consumer Studies, 25(4), ss. 331-338.
  • Paavola, J. (2001) “Toward Sustainable Consumption Economics and Ethical Concern for the Environment in Consumer Choices”, Review of Social Economy, 9(2),ss. 227-245.
  • Roberts, J. A.ve Bacon, D. R. (1997) “Exploring the subtle relationships between environmental concern and ecologically conscious consumer behavior”, Journal of Business Research, 40(1), ss.79-89.
  • Roberts, J. A. (1996) “Green Consumers In The 1990s: Profile and Implications for Advertising”, Journal of Business Research, 36(3), ss.217-231.
  • Sarigöllü, E. (2009) “A Cross-Country Exploration of Environmental Attitudes”, Environment and Behavior, 41(3), ss.365-386.
  • Schultz, P. W., Unipan, J. B.ve Gamba, R. J. (2000) “Acculturation And Ecological Worldview Among Latino Americans”, The Journal of Environmental Education, 31(2), ss.22-27.
  • Sobel, M. E. (1982) Asymptotic Intervals For Indirect Effects In Structural Equations Methodology,Jossey-Bass, San Francisco. In S. Leinhart (Ed.), Sociological
  • Straughan, R. D. ve Roberts, J.A. (1999) “Environmental Segmentation Alternatives: A Look At Green Consumer Behavior In The New Millennium”, Journal of Consumer Marketing, 16(6), ss.558-575.
  • Tilikidou, I.ve Delistavrou, A. (2001) “Utilisation of Selected Demographics and Psychographics in Understanding Recycling Behaviour” Greener Management International, 34, ss.74-93.
  • Vicente-Molina, M. A., Fernández-Sáinz, A.ve Izagirre-Olaizola, J. (2013) “Environmental Knowledge and other Variables Affecting Pro- Environmental Behaviour: Comparison of University Students From Emerging and Advanced Countries”, Journal of Cleaner Production, 61, ss.130-138.
  • Yeniçeri, Tülay. (2008) “ÇevreDostuÜrünSatınAlmaDavranışına Yönelik Bir Modelin Testi”, Beykent Üniversitesi Sosyal Bilimler Dergisi, 2(1),ss. 1-24.
  • Zhao, H. H., Gao, Q., Wu, Y. P., Wang, Y.ve Zhu, X. D. (2014) “What Affects Green Consumer Behavior in China? A Case Study from Qingdao”, Journal of Cleaner Production, 63, ss.143-151.

ÇEVRESEL KAYGI, ALGILANAN TÜKETİCİ ETKİNLİĞİ VE KOLLEKTİVİZMİN, TÜKETİCİLERİN YEŞİL SATIN ALMA DAVRANIŞLARINDAKİ ROLÜ ÜZERİNE BİR İNCELEME

Yıl 2015, Cilt: 29 Sayı: 1, 121 - 136, 05.02.2015

Öz

Bu çalışmanın iki temel amacı vardır. Birincisi; kollektivismin ve psikografik özellik olarak çevresel kaygının ve algılanan tüketici etkinliğinin, yeşil satın alma davranışı üzerinde etkisinin olup olmadığını tespit etmektir. İkincisi; çevresel kaygının ve algılanan tüketici etkinliğinin, kollektivism ve yeşil satın alma davranışı arasındaki ilişkide arabulucu olup olmadığının belirlenmesidir. Çalışmada, veriler tüketicilerden anket yolu ile toplanmıştır. Anketler, kolayda örnekleme kullanılarak Adana’da yaşayan tüketicilerin kendi kendilerine doldurmaları ile gerçekleştirilmiştir. Hipotez testleri için regresyon ve arabuluculuk analizi kullanılmıştır. Bulgular, yeşil satın alma davranışının; çevresel kaygı, algılanan tüketici etkinliği ve kollektivismden olumlu yönde etkilendiğini ortaya çıkarmıştır. Ayrıca, bulgular, çevresel kaygı ve algılanan tüketici etkinliğinin, yeşil satın alma üzerinde hem direkt etkisini hem de yeşil satın alma davranışının kollektivismden nasıl etkilendiğini gösteren arabulucu değişken olarak dolaylı etkisini ortaya çıkararak bunların, tüketicilerin yeşil satın alma davranışlarında temel rollere sahip oldularını göstermiştir. Çalışmanın, tüketici davranışları literatürüne ve uygulamaya beklenen temel katkılarından birisi; tüketicilerin yeşil davranışlarının incelenmesinde arabuluculuğun kullanılarak, kollektivistlik ile yeşil satın alma davranışı arasındaki ilişkisinin neden ve nasıl olduğuna bir açıklama sağlamasıdır.

Kaynakça

  • Abdul-Muhmin ve Alhassan G. (2007) “Explaining Consumers’ Willingness To Be Environmetally Friendly” International Journal of Consumer Studies, 31(3), ss.237-247.
  • Akehurst, G., Afonso, C. ve Gonçalves, H. M. (2012) “Re-Examining Green Purchase Behaviour and The Green Consumer Profile: New Evidences” Management Decision, 50(5), ss. 972-988.
  • Aracioglu, B. ve Tatlidil, R. (2009) “Tüketicilerin Satın Alma Davranışında Çevre Bilincinin Etkileri” Ege Academic Review, 9(2),ss. 435-461.
  • Ay, C.ve Ecevit, Z. (2005) “ Çevre bilinçli tüketiciler” Akdeniz İİBF Dergisi, 10, ss. 238-263.
  • Baron, R. M. ve Kenny, D. A. (1986) “The Moderator– Mediator Variable Distinction In Social Psychological Research: Conceptual, Strategic and Statistical Considerations” Journal of Personality and Social Psychology, 51, ss.1173–1182.
  • Chan, R. Y. (2001). Determinants of Chinese consumers' green purchase behavior. Psychology & Marketing, 18(4), ss. 389-413.
  • Cheah, I.ve Phau, I. (2005) “Toward a Framework of Consumers’ willingness to Purchase Environmentally Friendly Products: A study of antecedents and moderator. Broadening the boundaries” Univ. of Western Australia, ss:39-46.
  • Cho, Y. N., Thyroff, A., Rapert, M. I., Park, S. Y.ve Lee, H. J. (2013) “ To Be Or Not To Be Green: Exploring Individualism and Collectivism as Antecedents of Environmental Behavior”, Journal of Business Research, 66(8), ss.1052-1059.
  • Culiberg, B. (2014). Towards an understanding of consumer recycling from an ethical perspective. International Journal of Consumer Studies, 38(1), ss. 90-97.
  • Ellen, P. S., Wiener, J. L.ve Cobb-Walgren, C. (1991) “The Role of Perceived Consumer Effectiveness in Motivating Environmentally Conscious Behaviors”, Journal of Public Policy & Marketing, ss:102-117.
  • Hair, J.F., Anderson, R.E., Tahtam, R.L. ve Black, W.C. (1998), Multivariate Data International, Inc., USA. Fifth Edition, Prentice-Hall
  • Hawkins, D., Best R., Coney K.A. (1986), Consumer Behavior, 3. Baskı,Business Pub. Inc. , USA.
  • Gül, M. C. (2013) “Long-term Orientation, Perceived Consumer Effectiveness, and Environmentally Conscious Consumer Behavior: The Case of Turkey”, International Journal of Marketing Studies, 5(5),ss.24-30.
  • Lee, Y. K., Kim, S., Kim, M. S.ve Choi, J. G. (2014) “Antecedents and Interrelationships of Three Types Of Pro-Environmental Behavior”, Journal of Business Research. (basımda)
  • Lu, C. J. (2013) “An Empirical Study on the Antecedents of Socially Responsible Consumption Behavior”, In Complex, Intelligent, and Software Intensive Systems (CISIS), ss. 654-660.
  • Kang, J., Liu, C.ve Kim, S. H. (2013) “Environmentally Sustainable Textile And Apparel Consumption: The Role of Consumer Knowledge, Perceived Relevance”, International Journal of Consumer Studies, 37(4), ss.442- 452. Effectiveness and Perceived Personal
  • Keleş, C. (2007), “YeşilPazarlamaTüketicilerin Yeşil Ürünleri Tüketme Davranışları ve Yeşil Ürünlerin Tüketiminde Kültürün Etkisi ile İlgili Bir Uygulama”. Çukurova Üniversitesi Sosyal Bilimler Enstitüsü (Yüksek Lisans Tezi).
  • Kim, Y. (2011) “Understanding Green Purchase: The Influence of Collectivism, Personal Values and Environmental Attitudes, and The Moderating Effect of Perceived Consumer Effectiveness”, Seoul Journal of Business, 17(1), ss.65-92.
  • Kim, Y. ve Choi, S. M. (2005) “Antecedents Of Green Purchase Behavior: An Examination Of Collectivism, Environmental Concern, and PCE”, Advances in Consumer Research, 32, 592-599.
  • Kim, Y. (2002) “The Impact of Personal Value Structures on Consumer Proenvironmental Attitudes, Behaviors, and Consumerism: A Cross- cultural Study”, Michigan State University (Doktora Tezi).
  • Kurtuluş, K. (1998), Pazarlama Araştırmaları, 6.Baskı, Avcıol Basım Yayın, İstanbul.
  • Mackinnon, D.P., Warsi, G. ve Dwyer, J. H. (1995) “A Simulation Study of Mediated Effect Measures” Multivariate Behavioral Research, 30, (1), ss. 41-62.
  • Mackinnon, D.P. (2001) “Mediating Variable”, International Encyclopedia of the Social & Behavioral Sciences, ss.9503-9507.
  • Mackinnon, D.P. (2008) Introduction to Statistical Mediation Analysis, Taylor &Francis Group,LLC. International standard book number 978-0-8058-3974-6.
  • McCarty, J. A.ve 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), ss.93-104.
  • Minton, A. P.ve Rose, R. L. (1997) “The effects of environmental concern on environmentally friendly consumer behavior: An exploratory study”, Journal of Business Research, 40(1), ss.37-48.
  • Mostafa, Mohamed M. (2007) “A Hierarchical Analysis of the Green Consciousness of the Egyptian Consumer”, Psychology & Marketing, 24(5), ss.445–473.
  • Niva, M. ve Palvi, T. (2001) “The Role Of Consumers In Product-Oriented Environmental Policy: Can The Consumer Be The Driving Force For Environmental Improvements?”, International Journal of Consumer Studies, 25(4), ss. 331-338.
  • Paavola, J. (2001) “Toward Sustainable Consumption Economics and Ethical Concern for the Environment in Consumer Choices”, Review of Social Economy, 9(2),ss. 227-245.
  • Roberts, J. A.ve Bacon, D. R. (1997) “Exploring the subtle relationships between environmental concern and ecologically conscious consumer behavior”, Journal of Business Research, 40(1), ss.79-89.
  • Roberts, J. A. (1996) “Green Consumers In The 1990s: Profile and Implications for Advertising”, Journal of Business Research, 36(3), ss.217-231.
  • Sarigöllü, E. (2009) “A Cross-Country Exploration of Environmental Attitudes”, Environment and Behavior, 41(3), ss.365-386.
  • Schultz, P. W., Unipan, J. B.ve Gamba, R. J. (2000) “Acculturation And Ecological Worldview Among Latino Americans”, The Journal of Environmental Education, 31(2), ss.22-27.
  • Sobel, M. E. (1982) Asymptotic Intervals For Indirect Effects In Structural Equations Methodology,Jossey-Bass, San Francisco. In S. Leinhart (Ed.), Sociological
  • Straughan, R. D. ve Roberts, J.A. (1999) “Environmental Segmentation Alternatives: A Look At Green Consumer Behavior In The New Millennium”, Journal of Consumer Marketing, 16(6), ss.558-575.
  • Tilikidou, I.ve Delistavrou, A. (2001) “Utilisation of Selected Demographics and Psychographics in Understanding Recycling Behaviour” Greener Management International, 34, ss.74-93.
  • Vicente-Molina, M. A., Fernández-Sáinz, A.ve Izagirre-Olaizola, J. (2013) “Environmental Knowledge and other Variables Affecting Pro- Environmental Behaviour: Comparison of University Students From Emerging and Advanced Countries”, Journal of Cleaner Production, 61, ss.130-138.
  • Yeniçeri, Tülay. (2008) “ÇevreDostuÜrünSatınAlmaDavranışına Yönelik Bir Modelin Testi”, Beykent Üniversitesi Sosyal Bilimler Dergisi, 2(1),ss. 1-24.
  • Zhao, H. H., Gao, Q., Wu, Y. P., Wang, Y.ve Zhu, X. D. (2014) “What Affects Green Consumer Behavior in China? A Case Study from Qingdao”, Journal of Cleaner Production, 63, ss.143-151.
Toplam 39 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Makaleler
Yazarlar

Ceyda Tanrıkulu

Yayımlanma Tarihi 5 Şubat 2015
Yayımlandığı Sayı Yıl 2015 Cilt: 29 Sayı: 1

Kaynak Göster

APA Tanrıkulu, C. (2015). ÇEVRESEL KAYGI, ALGILANAN TÜKETİCİ ETKİNLİĞİ VE KOLLEKTİVİZMİN, TÜKETİCİLERİN YEŞİL SATIN ALMA DAVRANIŞLARINDAKİ ROLÜ ÜZERİNE BİR İNCELEME. Atatürk Üniversitesi İktisadi Ve İdari Bilimler Dergisi, 29(1), 121-136.

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