YEŞİLE BOYAMA VE YEŞİL GÜVEN ARASINDAKİ İLİŞKİDE ALGILANAN YEŞİL RİSKİN VE ALGILANAN TÜKETİCİ ŞÜPHECİLİĞİNİN ARACILIK ROLÜ

Yıl 2017, Sayı: 50, 1 - 25, 19.12.2017

Leyla Leblebici Koçer Tuğba Delice

https://doi.org/10.18070/erciyesiibd.368560

Cited By: 7

Öz

Bu çalışma, Kayseri’deki tüketiciler üzerinde, yeşile boyama ile yeşil
güven arasındaki ilişkiyi belirlemek ve bu ilişkide algılanan tüketici
şüpheciliği ile algılanan yeşil riskin aracılık etkisi olup olmadığını
tartışmak için yapılmıştır. Araştırmaya 430 tüketici katılmıştır. Araştırma
hipotezlerini test etmek amacıyla yapısal eşitlik modellemesi kullanılmıştır.
Araştırma sonucuna göre, yeşile boyama ile yeşil güven arasında negatif bir
ilişki,
yeşile boyama ile yeşil algılanan tüketici şüpheciliği ve yeşil algılanan risk
arasında ise pozitif bir ilişki olduğu ortaya çıkarılmıştır. Aynı zamanda, yeşil
algılanan tüketici şüpheciliği ile yeşil güven arasında ise negatif bir ilişki belirlenmiştir.
Bununla birlikte araştırma sonuçları yeşil algılanan tüketici şüpheciliği ile
yeşil algılanan riskin, yeşile boyama ile yeşil güven arasındaki ilişkide
aracılık rolü olduğunu göstermektedir.

Anahtar Kelimeler

Yeşile Boyama, Yeşil Güven, Yeşil Algılanan Risk, Yeşil Algılanan Tüketici Şüpheciliği, Yapısal Eşitlik Modellemesi

THE MEDIATION EFFECTS OF GREEN PERCEIVED CONSUMER SKEPTICISM AND GREEN PERCEIVED RISK IN THE RELATIONSHIP BETWEEN GREENWASHING AND GREEN TRUST

Öz

This study was carried out on the consumers in Kayseri and explores the influence
of greenwashing on green trust and discusses the mediation roles of green perceived
skepticism and green perceived risk. 430 consumers were participate in the research.
Structural equation modelling was applied to test the research hypothesis. This
study found that greenwashing has a negative association with green trust. In addition,
it found that greenwashing is positively associated with green perceived consumer
skepticism and green perceived risk. The results also showed that green perceived
consumer skepticism has a negative association with green trust. Furthermore,
the results also demonstrate that green perceived consumer skepticism and green
perceived risk mediate the relationship between greenwashing and green trust.

Anahtar Kelimeler

Greenwashing, GreenTrust, GreenPerceived Consumer Skepticism, Green Perceived Risk, Structu-ral Equation Modelling

Kaynakça

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