Davranışsal Niyetin Yeşil Satın Alma Niyeti Üzerindeki Etkisinde Kontrol İnançların Aracı Rolü: Turizm Sektöründe Bir Araştırma

Öz

Doğayı korumanın yeşil ürünleri tüketmekten geçtiğine inanan tüketiciler, günlük hayatlarında satın alma davranışlarına bu doğrultuda yön verebilmektedir. Buradan hareketle araştırmanın temel amacı, planlanmış davranış teorisi çerçevesinde tüketicilerin davranışsal niyetlerinin yeşil satın alma niyetlerine etkisinde kontrol inançlarının aracılık etkisini araştırmaktır. İlgili alan yazın incelendiğinde davranışsal niyet ve kontrol inançlarının yeşil satın alma davranışı üzerindeki etkisini turizm sektöründe inceleyen çalışmaya rastlanılmamış olması araştırmanın sağlayacağı katkısı itibariyle önemini ortaya koymaktadır. Araştırma, daha önce çevre dostu otellerde konaklayan veya çevre dostu otel uygulamaları ve yeşil otelcilik konusunda bilgisi olan kişilerle sınırlandırılmıştır. Tesadüfi olmayan örneklem yöntemlerinden biri olan amaçlı (kasıtlı) örnekleme yöntemi, araştırma için en uygun örneklem seçim yöntemi olarak görülmüştür. Verilerin toplanmasında online anket formu kullanılmıştır. Araştırma bulgularına göre, yeşil satın almaya yönelik tutumun, öznel normların ve algılanan davranış kontrolünün yeşil satın alma niyeti üzerinde pozitif yönde etkisinin olduğu tespit edilmiştir. Diğer taraftan algılanan davranış kontrolünün yeşil satın alma niyeti üzerindeki etkisinde kontrol inançlarının aracılık etkisine ilişkin anlamlı bir etki bulunamamıştır.

Anahtar Kelimeler

• Davranışsal Niyet
• Planlanmış Davranış Teorisi
• Yeşil Satın Alma
• Turizm Sektörü

The Mediating Role of Control Beliefs in the Effect of Behavioral Intention on Green Purchase Intention: A Research in Tourism Industry

Öz

Consumers who believe that protecting nature is Through consuming green products, can purchase this products in their daily lives. The main purpose of this study is to examine how behavioral intentions of consumers will affect their green purchasing intentions and the mediating effect of control beliefs in the light of planned behavior theory. It’s realized that there is no study on this subject in the tourism sector. The research is restricted who have stayed in eco-friendly hotels or know about this hotel practices. Purposeful sampling method and online questionnaire technique was used to collect data. In the findings, attitude towards green purchasing has a positive effect on green purchase intention and more subjective norms and perceived behavioral control have positive effect on green purchase intention. In addition, the effect of control beliefs on green purchase intention was negative and there is no mediation effect of control beliefs in the effect of perceived behavioral control on green purchase intention.

Anahtar Kelimeler

• Behavioral Intention
• Theory of Planned Behavior
• Green Purchasing
• Tourism Industry

Kaynakça

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