THE ROLE OF PERCEIVED QUALITY, PERCEIVED RISK, AND TRUST ON PURCHASE INTENTION OF ECO-FRIENDLY PRODUCTS

Öz

In recent years, environmental trends in consumers' purchasing behaviour have made it important for companies to produce and sell eco-friendly products. Green marketing has become a major issue for those who want to differ and who give value of consumers to buy eco-friendly products. Although there are studies about green marketing in the literature, it is seen that these studies do not include with consumer values, trust, perceived quality and risk concepts. For this reason, this study aims to contribute to green marketing literature and to identify issues that may be important in the eco-friendly applications. In this study, the importance of emotional and ecological value, perceived quality, perceived risk and in particular, the trust among eco-friendly products, has been investigated. During the research, face-to-face questionnaire was used and 210 people who purchased eco-friendly electronic products in Istanbul attend the survey. According to the results, perceived quality and trust for these products were determined to be effective in purchasing eco-friendly products for consumers. Moreover, emotional value is effective in creating perceived quality for eco-friendly products, and perceived quality is effective on trust. 

Anahtar Kelimeler

• Emotional Value
• Perceived Quality
• Green Trust
• Eco-Friendly Product
• Puchase Intention

ÇEVRE DOSTU ÜRÜN SATIN ALMA NİYETİNDE ALGILANAN KALİTE, ALGILANAN RİSK VE GÜVENİN ROLÜ

Öz

Son yıllarda tüketicilerin satın alma davranışlarında yaşanan çevreci eğilimler işletmeler için çevre dostu ürün üretmeyi ve pazarlamayı önemli hale getirmiştir. Farklılaşmak isteyen ve tüketicilerin çevre dostu ürün satın almaya yönelik değerlerine önem veren işletmeler için yeşil pazarlama önemli bir konu haline gelmiştir. Literatürde yeşil pazarlamaya yönelik çalışmalar artsa da bu çalışmaların tüketici değerleri, güven, algılanan kalite ve risk kavramlarını bir arada ele almadığı görülmektedir. Dolayısıyla bu çalışmada hem yeşil pazarlama literatürüne katkı yapmak hem de işletmelere çevreci uygulamalarında önemli olabilecek hususları belirlemek amaçlanmıştır. Çalışmada tüketicilerin çevre dostu ürün satın alma niyeti ve davranışında duygusal ve çevresel değerin, algılanan kalitenin, algılanan riskin ve özellikle de bu çevre dostu ürünlere yönelik güvenin önemi araştırılmıştır. Yapılan çalışmada yüz yüze anket yöntemi kullanılmış olup İstanbul il merkezinde yaşayan, çevre dostu elektronik ürün satın almış 210 katılımcıya ulaşılmıştır. Sonuçlara göre tüketiciler için çevre dostu ürün satın almada bu ürünlere yönelik algılanan kalite ve güvenin etkili olduğu belirlenmiştir. Ayrıca, duygusal değerin çevre dostu ürünlere yönelik algılanan kalite yaratmada etkili olduğu, algılanan kalitenin de güven üzerinde etkili olduğu sonucuna ulaşılmıştır. 

Anahtar Kelimeler

• Duygusal Değer
• Algılanan Kalite
• Yeşil Güven
• Çevre Dostu Ürün
• Satın Alma Niyeti

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