Yabancı Turistlerin Çevresel Duyarlılıkları ve Marka Güveninin Yeşil Satın Alma Niyeti Üzerindeki Etkisi: İstanbul Örneği

Öz

Bu araştırma, çevresel duyarlılık ve marka güveninin turistlerin çevre dostu ürün ve hizmetleri satın alma niyetleri üzerindeki etkisini incelemektedir. Bu araştırma, anket yöntemine dayalı nicel ve açıklayıcı bir araştırma deseni benimsemektedir. İstanbul’da 450 uluslararası turist ile yürütülen bir anket çalışmasında, yapılandırılmış bir soru formu kullanılmış ve veriler olasılıksız amaçlı örnekleme yöntemiyle toplanmıştır. Veri toplama dönemi 2025 Şubat ayını kapsamış, yapılandırılmış anketler Üsküdar ve Ayasofya turistik alanlarında dağıtılmıştır. Çalışmada çevresel kaygı, marka güveni ve yeşil satın alma niyetini ölçmek için yerleşik ölçeklerden yararlanılmıştır. Veri analizi kapsamında doğrulayıcı faktör analizi ve yapısal eşitlik modellemesi uygulanmıştır. Model, verilere mükemmel bir uyum göstermiştir ve yeşil satın alma niyetindeki toplam varyansın %78,5’ini açıklamıştır; bu da güçlü bir açıklayıcılık gücüne işaret etmektedir. SEM sonuçları her iki araştırma hipotezini de desteklemiştir; çünkü çevresel duyarlılığın yeşil satın alma niyeti üzerinde pozitif bir etkisi vardır ve marka güveninin etkisi daha güçlüdür. Araştırma sonuçları, İstanbul’u ziyaret eden uluslararası turistler arasında marka güveninin sürdürülebilir satın alma davranışı üzerinde çevresel duyarlılıktan daha güçlü bir etkisi olduğunu göstermektedir. Çevresel duyarlılık ve marka güveni, turistlerin yeşil satın alma niyetlerini etkilemektedir; ancak etkinin şiddeti bakımından marka güveni daha baskındır.

Anahtar Kelimeler

• Çevresel duyarlılık
• Marka güveni
• Yeşil satın alma niyeti

The Effect of Foreign Tourists' Environmental Concern and Brand Trust on Green Purchase Intention: The Case of İstanbul

Öz

The research examines the impact of environmental concern and brand trust on tourist intentions to buy environmentally friendly products, and services. The research design uses quantitative methods with an explanatory survey approach to obtain data. A survey of 450 international tourists in Istanbul used a structured questionnaire and employed a non-random purposive sampling method to gather data. The research data collection took place between February 2025 and researchers handed out standardized questionnaires to visitors at Üsküdar and Hagia Sophia tourist locations. The research used established assessment tools to evaluate environmental concern and brand trust and green purchase intention. The analysis of data included confirmatory factor analysis and structural equation modeling. The model demonstrated an excellent fit to the data and explained %78,5 of the total variance in green purchase intention, indicating a strong explanatory power. The SEM results supported both research hypotheses because environmental concern positively affected green purchase intention and brand trust had a stronger positive impact. International tourists visiting Istanbul show stronger sustainable purchasing behavior based on brand trust than environmental concern according to the research findings. Tourists base their green purchase decisions on environmental concerns but brand trust plays a more significant role in their purchasing behavior.

Anahtar Kelimeler

• Environmental concern
• Brand trust
• Green purchase intention

Kaynakça

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