Investigation of University Students' Attitudes Towards Purchasing Green Products within the Scope of Their Environmental Knowledge, Consumption Values and Green Advertising Receptivity

Abstract

This study aims to explore the impact of green consumption values and receptivity to green advertising on attitudes towards purchasing green products, considering the role of environmental knowledge. The effect of environmental knowledge on green consumption values was investigated in line with the role of knowledge in the process leading to product selection. The effect of consumption values on purchasing attitudes and receptivity to green advertising was examined in order to determine the effect of the individual's consumption values on the communication process and perspective on products. In order to address the role of communication strategies in the green marketing process, the effect of receptivity to green advertising on purchasing attitude was tried to be determined. SPSS 20 statistics program was used to analyze the data and regression analysis was performed. The findings, based on data from 375 student participants, indicate that environmental knowledge has a positive effect on green consumption values. Additionally, it was observed that green consumption values have a positive effect on receptivity to green advertising and attitude towards purchasing environmentally friendly products. Finally, it was determined that receptivity to green advertising has a positive effect on the attitude towards purchasing environmentally friendly products.

Keywords

• Environmental knowledge
• Green consumption values
• Green advertising receptivity
• Attitude towards purchasing green products

Üniversite Öğrencilerinin Yeşil Ürünleri Satın Almaya Yönelik Tutumlarının Çevre Bilgileri, Tüketim Değerleri ve Reklama Duyarlılıkları Kapsamında Araştırılması

Öz

Bu çalışma çevre bilgisi kapsamında yeşil tüketim değerleri ile yeşil reklama duyarlılığın yeşil ürünleri satın almaya yönelik tutum üzerindeki etkilerini incelemeyi amaçlamaktadır. Ürün seçimine giden süreçte bilginin rolü doğrultusunda çevre bilgisinin yeşil tüketim değerleri üzerindeki etkisi araştırılmıştır. Bireyin tüketim değerlerinin iletişim sürecine ve ürünlere olan bakış açısına etkisini belirlemek için ise tüketim değerlerinin satın almaya yönelik tutum ve yeşil reklama duyarlılık üzerindeki etkisi incelenmiştir. İletişim stratejilerinin yeşil pazarlama sürecindeki rolünü ele almak için ise yeşil reklama duyarlılığın satın almaya yönelik tutum üzerindeki etkisi belirlenmeye çalışılmıştır. Verilerin analizinde SPSS 20 istatistik programı kullanılmış ve regresyon analizi yapılmıştır. 375 öğrencinin yer aldığı çalışmanın sonuçlarına göre çevre bilgisi yeşil tüketim değerleri üzerinde olumlu yönde etkilidir. Bunun yanı sıra yeşil tüketim değerlerinin yeşil reklama duyarlılık ve çevre dostu ürünleri satın almaya yönelik tutum üzerinde olumlu etkisi olduğu da görülmüştür. Son olarak yeşil reklama duyarlılığın çevre dostu ürünleri satın almaya yönelik tutum üzerinde olumlu etkisi olduğu tespit edilmiştir.

Anahtar Kelimeler

• Çevre bilgisi
• yeşil tüketim değerleri
• yeşil reklama duyarlılık
• yeşil ürünleri satın almaya yönelik tutum

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