Yeşil tüketicilerin öznel iyi oluşlarının satın alma davranışları, tutumları ve kişilik özellikleri kapsamında araştırılması

Yıl 2022, Cilt: 36 Sayı: 1, 29 - 42, 31.01.2022

Tuğba Yıldız , Aysel Erciş

Öz

Küresel gelişmelerle birlikte artan çevresel sorunlar, bireylerin her geçen gün daha çevreci davranmasını gerekli kılmaktadır. Bu gerekliliğin ortaya koyulması bireylerin farkındalıklarının artmasına ve yeşil tüketici davranışlarının motive edilmesine bağlı olarak değişmektedir. Bu noktada en önemli faktörlerden biri öznel iyi oluş olarak bilinen, insanların yaşamlarına ilişkin mutluluk ve memnuniyet düzeyleridir. Bireylerin öznel iyi oluşlarındaki artış çevre ve tüketici arasında kazan kazan ilişkisi yaratmakta, yeşil tüketici olmanın kazanımlarını yaşam doyumu olarak yine tüketiciye geri sunmaktadır. Bu çalışmada yeşil tüketicilerin doğru tanımlanması için ilk olarak kişilik özellikleri incelenmiştir. Daha sonra kişilik özelliklerinin çevreye ve yardım etmeye yönelik tutumlar üzerindeki etkisi ortaya konulmuş ve son olarak yeşil satın alma davranışının toplumsal refahın önemli bir göstergesi olan öznel iyi oluş üzerindeki etkisi araştırılmıştır. Elde edilen sonuçlar, kişilik özelliklerinin yeşil tüketicilerin hem çevreye hem de yardım etmeye yönelik tutumlarını etkilediğini, bu tutumların ise yeşil satın alma davranışı üzerinde etkiye sahip olduğunu ortaya koymuştur. Ayrıca yeşil satın alma davranışının modelin çıktı değişkeni öznel iyi oluş üzerinde etkili olduğu belirlenmiştir.

Anahtar Kelimeler

Yeşil Tüketici, Öznel İyi Oluş, Kişilik Özellikleri, Yardım Etmeye Yönelik Tutum, Çevreye Yönelik Tutumlar

Investigation of green consumers 'subjective well being within the scope of purchase behavior, attitudes and personality traits

Öz

Environmental problems that increase with global developments require individuals to behave more environmentally. The determination of this requirement depends on increasing the awareness of individuals and motivating green consumer behaviors. At this point, one of the most important factors is the happiness and satisfaction levels of people's lives, known as subjective well-being. The increase in the subjective well-being of individuals creates a win-win relationship between the environment and the consumer, and presents the gains of being a green consumer back to the consumer as life satisfaction. In this study, personality traits were first examined in order to define green consumers correctly. Later, the effect of personality traits on the environment and helping attitudes was revealed, and finally, the effect of green purchasing behavior on subjective well-being, which is an important indicator of social welfare, was investigated. The results revealed that personality traits affect green consumers' attitudes towards both the environment and helping, and these attitudes have an effect on green purchasing behavior. In addition, it was determined that green purchasing behavior was effective on the output variable of the model, subjective well-being.

Anahtar Kelimeler

Green Consumers, Subjective Well-Being, Personality Traits, Helping Attitude, Environmental Attitudes

Kaynakça

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