The Impact of Green Corporate Social Responsibility and Psychological Benefits on Pro-Environmental Behavior: An Empirical Study

Öz

Pro-environmental behavior is a phenomenon shaped through the interaction of numerous individual and institutional elements within the scope of mitigating environmental impacts. In this respect, the behavior in question has attracted the interest of many researchers. This study examines how corporate environmental responsibility activities are perceived by consumers and explores the factors through which these perceptions influence behaviors. Within the scope of the study, it is aimed to investigate the effect of perceived green corporate social responsibility and perceived green psychological benefits on pro-environmental behavior from a consumer perspective. In this framework, a relational model has been established among perceived green corporate social responsibility, perceived green psychological benefit, perceived green value, perceived green self efficacy, personal norms, and pro-environmental behavior. Convenience sampling was employed as the sampling method. Data were collected via a survey method, and univariate and multivariate statistical analyses were utilized for data analysis. According to the findings obtained, it was determined that the developed model demonstrates a good fit with the data. Specifically, it was understood that perceived green value is effective in shaping personal norms. The effect of perceived green psychological benefit on green self-efficacy was found to be weaker than expected, leading to the conclusion that the relationship between these two variables should be tested through different mechanisms. The proposed research model was largely supported, and it was observed that the theoretical framework was empirically validated.

Anahtar Kelimeler

• Green corporate social responsibility
• Perceived psychologıcal benefıts Environmentally friendly behavior
• Green marketing

Yeşil Kurumsal Sosyal Sorumluluk ve Psikolojik Faydanın Çevre Yanlısı Davranış Üzerindeki Etkisi: Ampirik Bir Çalışma

Öz

Çevre yanlısı davranış, çevresel etkilerin azaltılması kapsamında bireysel ve kurumsal pek çok unsurla etkileşim içinde şekillenen bir olgudur. Bu yönüyle ilgili davranış, birçok araştırmacının ilgisini çekmektedir. Bu çalışmada, işletmelerin çevresel sorumluluk kapsamında yürüttükleri faaliyetlerin tüketiciler tarafından nasıl algılandığı ve bu algıların davranışları etkileyen unsurları ele alınmaktadır. Çalışma kapsamında, algılanan yeşil (çevresel) kurumsal sosyal sorumluluğun ve algılanan yeşil psikolojik yararın, tüketici perspektifinden çevre yanlısı davranış üzerindeki etkisinin incelenmesi amaçlanmaktadır. Bu çerçevede algılanan yeşil kurumsal sosyal sorumluluk, algılanan yeşil psikolojik yarar, algılanan yeşil değer, algılanan yeşil özyeterlilik, kişisel normlar ve çevre yanlısı davranış arasında ilişkisel bir model kurulmuştur. Örnekleme yöntemi olarak kolayda örnekleme yöntemi kullanılmıştır. Veriler anket yöntemiyle toplanmış ve verilerin analizinde tek ve çok değişkenli istatistiksel analizlerden yararlanılmıştır. Elde edilen bulgulara göre, geliştirilen modelin veriyle iyi uyum gösterdiği belirlenmiştir. Özellikle kişisel normların şekillenmesinde algılanan yeşil değerin etkili olduğu anlaşılmıştır. Algılanan yeşil psikolojik faydanın yeşil özyeterlilik üzerindeki etkisi beklenenden zayıf bulunmuş ve bu iki değişken arasındaki ilişkinin farklı mekanizmalar aracılığıyla test edilmesi gerektiği sonucuna ulaşılmıştır. Oluşturulan araştırma modeli büyük ölçüde desteklenmiş ve teorik çerçevenin ampirik olarak doğrulandığı görülmüştür.

Anahtar Kelimeler

• Yeşil kurumsal sosyal sorumluluk
• Algılanan psikolojik faydalar
• Çevre yanlısı davranış
• Yeşil pazarlama

Kaynakça

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