A META-ANALYTIC REVIEW ON ANTECEDENTS OF GREEN PRODUCT PURCHASE INTENTION: AN EXTENDED TPB APPROACH

Öz

Owing to the growing attention of consumers towards green-related issues, important number of studies has been devoted to understanding the drivers of green product purchase intention; implying a need to quantitatively synthesize the empirical body of research on the subject. In this sense, extending the theory of planned behavior, the main purpose of this study is to meta-analyze the empirical findings on green product purchase intention and its antecedents. The meta-analytic investigation was performed on 235 effects dependent upon more than 39,000 consumers (N = 39,253). The findings of the meta-analysis reveal that green product purchase intention is most strongly influenced by attitude toward product/brand, followed by brand trust and self-identity, respectively. This research considerably contributes to the pertinent literature by synthesizing and consolidating fragmented empirical evidence on the determinants of green product purchase intention.

Anahtar Kelimeler

• Green products
• Purchase intention
• Theory of planned behavior (TPB)
• Meta-analysis

YEŞİL ÜRÜN SATIN ALMA NİYETİ ÖNCÜLLERİ ÜZERİNE BİR META-ANALİTİK DERLEME: GENİŞLETİLMİŞ BİR PDT YAKLAŞIMI

Öz

Tüketicilerin çevre ile ilgili konulara karşı ilgisinin büyümesi nedeniyle, önemli sayıda çalışma yeşil ürün satın alma niyetinin belirleyici faktörlerini anlamaya yönelik yapılmıştır; bu durum konu üzerine olan ampirik araştırmaların bütününü sayısal bir şekilde sentezleme ihtiyacını ortaya koymaktadır. Bu anlamda, bu çalışmanın ana amacı, planlanmış davranış teorisini genişleterek, yeşil ürün satın alma niyeti ve öncülleri üzerine olan ampirik bulguların meta analizini yapmaktır. Meta-analitik araştırma 39 000’den fazla tüketiciye dayanan (N = 39 253) 235 etki büyüklüğü üzerinde gerçekleştirilmiştir. Meta-analiz bulguları yeşil ürün satın alma niyetinin en güçlü şekilde ürüne/markaya karşı tutumdan, bunu takiben sırasıyla marka güveni ve öz kimlikten etkilendiğini göstermektedir. Bu araştırma, yeşil ürün satın alma niyeti belirleyicileri üzerine olan parçalı ampirik kanıtları sentezleyerek ve birleştirerek ilgili literatüre önemli ölçüde katkı sağlamaktadır.

Anahtar Kelimeler

• Yeşil ürünler
• Satın alma niyeti
• Planlanmış davranış teorisi (PDT)
• Meta-analiz

Kaynakça

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