EXAMINING GREEN PURCHASING BEHAVIOR: EFFECTS OF ENVIRONMENTAL CONCERN, PERCEIVED CONSUMER EFFECTIVENESS, AND DEMOGRAPHICS

Öz

The purpose of this research is to examine green purchasing behavior and to test the role of environmental concern and perceived consumer effectiveness on green purchasing behavior in Thrace Region. Moreover the research tries to understand the role of three demographic variables (age, gender SES) on the consumers’ attitudes and behavior. The empirical analysis of the research is based on data obtained from 500 consumers living in Thrace Region. The data were analyzed using multiple regression analysis, and t-test analysis. Results of the study highlights that both environmental concern and perceived consumer effectiveness exert influences on consumers' green purchasing behavior.  Besides, significant age differences were found on environmental concern and green purchasing behavior. Moreover, results showed that age moderates the relationship between environmental concern and green purchasing behavior such that the relationship would be stronger in older people.  Finally, no significant relationship appeared between gender, socioeconomic status and green attitudes and behavior. 

Anahtar Kelimeler

• Green Marketing
• Green Consumer
• Environmental Concern
• Perceived Consumer Effectiveness
• Green Purchasing
• Demographics

YEŞİL SATINALMA DAVRANIŞININ İNCELENMESİ: ÇEVRESEL KAYGININ, ALGILANAN TÜKETİCİ ETKİNLİĞİNİN VE DEMOGRAFİK FAKTÖRLERİN ETKİLERİ

Öz

Bu araştırmanın amacı yeşil satınalma davranışını incelemek ve çevresel kaygı ve algılanan tüketici etkinliğinin Trakya Bölgesin’deki tüketicilerin yeşil satınalma davranışları üzerindeki etkilerini test etmektir.  Araştırmada ayrıca, tüketicilerin tutumlarının ve yeşil satın alma davranışlarının üç demografik faktöre (yaş, cinsiyet, SES) göre değişip değişmediğine de cevap aranmaktadır. Araştırmanın analizleri, Trakya bölgesinde yaşayan 500 tüketiciden toplanan verilere dayanmaktadır. Veriler, çoklu regresyon analizi, t-testi kullanılarak analiz edilmiştir. Araştırma sonuçları hem çevresel kaygının hem de algılanan tüketici etkinliğinin i tüketicilerin yeşil satınalma davranışları üzerinde etkiye sahip olduklarını ortaya koymaktadır. Ayrıca, tüketicilerin çevresel kaygıları ve yeşil satın alma davranışlarında yaş farklılıkları bulunmuştur. Bununla beraber, yaşın çevresel kaygı ve yeşil satınalma davranışı arasındaki ilişkide düzenleyici etkiye sahip olduğu ve yaş büyüdükçe bu ilişkinin güçlendiği ortaya konulmuştur. Son olarak, cinsiyetin ve SES’in yeşil tutum ve davranışlarda etkili olmadıkları görülmüştür. 

Anahtar Kelimeler

• Yeşil Pazarlama
• Yeşil Tüketici
• Çevresel Kaygı
• Algılanan Tüketici Etkinliği
• Yeşil Satın Alma Davranışı
• Demografik Faktörler

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