GENİŞLETİLMİŞ DEĞER-TUTUM-DAVRANIŞ MODELİ BAĞLAMINDA YEŞİL ÜRÜN SATIN ALMA DAVRANIŞININ İNCELENMESİ

Yıl 2020, Cilt: 13 Sayı: 2, 439 - 465, 31.12.2020

Mustafa Kemal Yılmaz , Rukiye İrem Aytekin

https://doi.org/10.17218/hititsosbil.786220

Cited By: 4

Öz

Bu çalışmada değer-tutum-davranış modeli bağlamında çevre bilincinin(değer), çevresel tutumlar (çevre sorunlarına ve eko-sosyal faydalara yönelik tutumlar) üzerinden yeşil ürün satın alma davranışına(davranış) olan dolaylı etkileri araştırılmıştır. Aynı zamanda, referans gruplarının (bilgilendirici, faydacı ve değer ifade eden üç tür etki), yeşil ürün bilgisinin ve yeşil ürün kalitesinin, yeşil ürün satın alma davranışı üzerindeki etkileri incelenmiştir. Çalışmanın sonucunda çevre bilincinin, yeşil ürün satın alma davranışı üzerinde çevresel tutumlar aracılığıyla dolaylı; referans grupların, yeşil ürün bilgisinin ve ürün kalitesinin ise yeşil satın alma davranışı üzerinde doğrudan etkisinin olduğu sonucuna ulaşılmıştır. Ayrıca tüketici kuşakları açısından, çevre bilinci değerinde ve eko-sosyal faydalara yönelik tutum değişkenlerinde istatistiksel olarak anlamlı bir farklılık olduğu görülmüştür.

Anahtar Kelimeler

Yeşil Satın Alma Davranışı, Referans Grupların Etkileri, Yeşil Ürün Bilgisi, Çevresel Tutumlar, Çevre Farkındalığı

Kaynakça

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