Yeşil Ürünlere Karşı Tutumun Yeşil Satın Alma Davranışına Etkisi: Sürdürülebilir Gıda Lojistiği Uygulamalarına Yönelik Tüketici Tutumlarının Aracılık Rolü

Öz

Bu araştırma, yeşil ürünlere yönelik tüketici tutumlarının yeşil satın alma davranışı üzerindeki etkisini ve bu ilişkide sürdürülebilir gıda lojistiği uygulamalarına yönelik tutumların aracılık rolünü incelemeyi amaçlamaktadır. Araştırma verileri kolayda örnekleme yöntemiyle 385 katılımcıdan elde edilmiştir. Veriler SPSS 26.0 ve Smart PLS 4 programları ile yapısal eşitlik modellemesi kapsamında analiz edilmiştir. Araştırma bulgularına göre, yeşil ürün tutumunun yeşil satın alma davranışını doğrudan ve sürdürülebilir gıda lojistiğine yönelik istekli ve davranışsal duyarlılık tutumları aracılığıyla dolaylı olarak pozitif yönde etkilediği tespit edilmiştir. Ayrıca aracılık etkisinin davranışsal duyarlılığın istekli tutuma göre daha yüksek olduğu tespit edilmiştir. Araştırma sonuçları, sürdürülebilir lojistik uygulamalarının tutum–davranış boşluğunu azaltma ve yeşil pazarlama stratejilerinin etkinliğini artırmada kritik bir rol oynadığını ortaya koymaktadır.

Anahtar Kelimeler

• Yeşil ürün
• Tutum
• Yeşil satın alma davranışı
• Sürdürülebilir gıda lojistiği
• Sürdürülebilirlik

The Effect of Attitude Toward Green Products on Green Purchasing Behavior: The Mediating Role of Consumer Attitudes Toward Sustainable Food Logistics Practices

Öz

This study aims to examine the impact of consumer attitudes toward green products on green purchasing behavior and the mediating role of attitudes toward sustainable food logistics practices in this relationship. The research data were collected from 385 participants using a convenience sampling method. The data were analyzed using structural equation modeling (SEM) with SPSS 26.0 and SmartPLS 4 software. The findings indicate that attitudes toward green products positively affect green purchasing behavior both directly and indirectly through willingness and behavioral sensitivity toward sustainable food logistics. Additionally, it was found that the mediating effect of behavioral sensitivity was higher than that of willingness. The results highlight the critical role of sustainable logistics practices in reducing the attitude–behavior gap and enhancing the effectiveness of green marketing strategies.

Anahtar Kelimeler

• Green product
• Attitude
• Green purchasing behavior
• Sustainable food logistics
• Sustainability

Kaynakça

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