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

Yıl 2019, Cilt: 21 Sayı: 4, 1147 - 1171, 19.12.2019

Zehra Bozbay Melike Güleç Nargiz Zulfugarova

https://doi.org/10.16953/deusosbil.507915

Cited By: 1

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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