AN ANALYSIS ON GREEN PURCHASING BEHAVIOR WITHIN THE FRAMEWORK OF THE THEORY OF PLANNED BEHAVIOR

Yıl 2024, Cilt: 4 Sayı: 1, 32 - 52, 28.12.2023

Müge Öztunç , Yasemin Yaprak

Öz

PLANLI DAVRANIŞ TEORİSİ ÇERÇEVESİNDE YEŞİL GİYİM SATIN ALMA DAVRANIŞI ÜZERİNE BİR ANALİZ

Öz

Günümüzde tüketicilerin çevre bilinci kazanmasıyla birlikte sürdürebilirlik kavram oldukça önem kazanmış ve pek çok sektörde kendini göstermeye başlamıştır. Moda sektörü de bu kavramdan etkilenen bir sektör olmuştur. Özellikle “hızlı moda” kavramının ortaya çıkmasıyla markaların ürünlerini satın alırken tüketici daha dikkatli satın alma davranışı göstermeye başlamıştır. Hızlı moda sektöründe olan global markalar ise yeşil ürün kategorilerini giderek geliştirmektedir. Türkiye’de de faaliyet gösteren bu markalar Türk tüketicisi ile de bu ürünleri buluşturmuşlardır. Bu çalışma, bu markalardan biri olan H&M markası üzerinden 18-35 yaş arası 342 H&M kullanıcısı ile çevirim içi anket tekniği ile toplanan verileri bir model üzerinden analiz etmektedir. Tüketicilerin çevre ile ilgili sorunların farkında olma ve bunların çözümüne kişisel olarak katkıda bulunma istekliliğini gösterme derecesini ölçen “çevresel kaygılar”, bireylerin ahlaki standartlarını ve ilgili davranışta bulunma yükümlülüklerini ifade eden “öznel normlar”, tüketicilerin bir ürünün veya hizmetin faydasının değerlendirilmesine dayalı olarak ürünün değeri hakkındaki görüşlerini ölçen “algılanan değerler” ve bu faktörlerin satın alma tutumu ve satın alma davranışına etkisi planlı davranış teorisi (PDK) temel alınarak oluşturulan model açıklayıcı faktör Analizi, doğrulayıcı Faktör Analizi, YEM- Yol analizi gibi yöntemlere başvurularak test edilmiştir. Analiz sonucunda algılanan değer ile satın alma davranışı arasında istatistiki bir anlamlılığa rastlanmamış, algılanan değer ile satın alma tutumu ve satın alma tutumu ile satın alma davranışı arasında pozitif yönlü bir ilişki kaydedilmiştir.

Anahtar Kelimeler

Sürdürülebilir moda, tüketici davranışları, yeşil satın alma tutumu, planlı davranış teorisi

Kaynakça

• Ajzen, I. & Fishbein, M. (1975). A Bayesian analysis of attribution processes. Psychological Bulletin, 82(2), 261–277. https://doi.org/10.1037/h0076477
• Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179– 211.
• Akdeniz, P. C. & Dursun, Y. (2022). Sürdürülebilir Tüketim Motivasyonunda Sürdürülebilir Moda Kavramının Etkisi. Hacettepe Üniversitesi Sosyal Bilimler Dergisi, 4(1), 79-110.
• Bayram, N. (2010) Yapısal Eşitlik Modellemesine Giriş, Amos Uygulamarı, Ezgi Kitapevi
• Bianchi, C. & Birtwistle, G. (2012). Consumer clothing disposal behaviour: A comparative study. International journal of consumer studies, 36(3), 335-341.
• Butler, S. M. & Francis, S. (1997). The Effects of Environmental Attitudes on Apparel Purchasing Behavior. Clothing and Textiles Research Journal, 15(2), 76–85. https://doi.org/10.1177/0887302X9701500202
• Chan, R.Y. K. & Yam, E. (1995), “Green movement in a newly industrializing area: a survey on the attitudes and behaviour of the Hong Kong citizens”, Journal of Community & Applied Social Psychology, Vol. 5 No. 4, pp. 273-284.
• Chan, R. (1999). Environmental attitudes and behavior of consumers in China: survey findings and implications. Journal of International Consumer Marketing, 11, 25– 52.
• Chan, R.Y. K. (2001). “Determinants of Chinese consumers’ green purchase behavior”, Psychology and Marketing, Vol. 18 No. 4, pp. 389-413.
• Chaudhary, R. (2018). Green buying behavior in India: an empirical analysis. Journal of Global Responsibility, 9(2), 179-192.
• Chen, Y. S. & Chang, C. H. (2012). Enhance green purchase intentions: The roles of green perceived value, green perceived risk, and green trust. Management Decision, 50(3), 502-520.
• Chiu, Y.T. H., Lee, W. I. & Chen, T. H. (2014). “Environmentally responsible behavior in ecotourism: antecedents and implications”, Tourism Management, Vol. 40, pp. 321-329.
• Cheung, R.., Lam, A. Y. & Lau, M. M. (2015). Drivers of green product adoption: the role of green perceived value, green trust and perceived quality. Journal of Global Scholars of Marketing Science, 25(3), 232-245.
• Coverly, E. D., O’Malley, L. & Patterson, M. (2003). Hidden mountain: the social avoidance of waste.
• Crane, D. (2012). Fashion and its social agendas: Class, gender, and identity in clothing, University of Chicago Press.
• Çıvgın, H. & Kızanıklı, M. (2022). Davranışsal Niyetin Yeşil Satın Alma Niyeti Üzerindeki Etkisinde Kontrol İnançların Aracı Rolü: Turizm Sektöründe Bir Araştırma. Güncel Turizm Araştırmaları Dergisi, 6(2), 536-553.
• Deniz, E. (2020). Çevrimiçi ikinci-el giyim eşyası satın almaya etki eden faktörlerin incelenmesi. İnsan ve Toplum Bilimleri Araştırmaları Dergisi, 9(2), 1487-1519.
• DeVellis, F. R. (2003). Scale Development: Theory and Applications. Thousand Oaks, CA: Sage Publication.
• Dodds, W. B., Monroe, K. B. & Grewal, D. (1991). Effects of price, brand, and store information on buyers’ product evaluations. Journal of marketing research, 28(3), 307-319.
• Durmuş, B., Yurtkoru, E. S. & Çinko, M. (2010). Sosyal Bilimlerde SPSS’le veri analizi. İstanbul: Beta Yayınları.
• Ellen, P. S., Wiener, J. L. & Cobb-Walgren, C. (1991). The role of perceived consumer effectiveness in motivating environmentally conscious behaviors. Journal of public policy & marketing, 10(2), 102-117.
• Elmalı, K. (2021). H&M Group 2020 Sürdürülebilirlik Performans Raporu, Instyle, Erişim Tarihi: 31 Mart 2021. https://www.instyle.com.tr/hm-group-2020-surdurulebilirlik-performans-raporu-19036.
• Fransson, N. & Gärling, T. (1999). Environmental concern: Conceptual definitions, measurement methods, and research findings. Journal of environmental psychology, 19(4), 369-382.
• Gegez, A. E. (2007). Pazarlama Araştırmaları, Beta Yayınları, Geliştirilmiş 2. Baskı, İstanbul.
• González-Rodríguez, M. R., Martín-Samper R. C., Köseoglu, F. & Okumus, F. (2019). Hotels’ corporate social responsibility practices, organizational culture, firm reputation, and performance, Journal of Sustainable Tourism, 27:3, 398-419.
• Guo, S., Choi, T. M. & Shen, B. (2020). Green Product Development under Competition: A Study of the Fashion Apparel Industry. European Journal of Operational Research, 280, 523-538.
• Hacking, T. & Guthrie, P. M. (2008). A framework for clarifying the meaning of triple bottom-line, integrated, and sustainability assessment. Environ Impact Assess Rev. 28(2–3):73–89.
• Hair, J., Rolp, A., Ronald, T. & William, B. (1998). Multivariate Data Analysis with Readings, 5th Edition, Prentice- Hall International, Inc. United States.
• Hair, J. F., Black, W. C., Babin, B. J. & Anderson, R.E. (2010). Multivariate Data Analysis. Seventh Edition. Prentice Hall, Upper Saddle River, New Jersey.
• Hajian, M. & Kashani, S. J. (2021). Evolution of the concept of sustainability. From Brundtland Report to sustainable development goals. In Sustainable resource management (pp. 1-24).
• Hu, L. T. & Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural equation modeling: a multidisciplinary journal, 6(1), 1-55.MI.
• Hu, Q. H., Weng, J. Q. & Wang, J. S. (2010). Sources of anthropogenic radionuclides in the environment: a review. Journal of environmental radioactivity, 101(6), 426-437.
• İşler, D. & Oguz, R. (2020). Tüketicilerin Çevre Dostu Tutumlarının Yeşil Otel Tercihleri Üzerindeki Etkisi: Antalya İlinde Bir Uygulama. Mehmet Akif Ersoy Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, (32), 156-178.
• Jackson, T. (2004). Negotiating Sustainable Consumption: A Review of the Consumption Debate and its Policy Implications. Energy & Environment, 15(6), 1027–1051. https://doi.org/10.1260/0958305043026573.
• Jackson, T. & Michaelis, L. (2003). Policies for sustainable consumption. Sustainable Development Commission, London.
• Kalaycı, Ş. (2010). SPSS Uygulamalı çok değişkenli İstatistik Teknikleri. 5. Baskı. Ankara: Asil Yayın ve Dağıtım.
• Khandual, A. & Pradhan, S. (2018). Fashion Brands and Consumers Approach Towards Sustainable Fashion. Textile Science and Clothing Technology.
• Kim, H. Y. & Chung, J. E. (2011). Consumer purchase intention for organic personal care products. Journal of consumer Marketing.
• Lee, H. L. & Tang, C. S. (2017). Socially and environmentally responsible innovations: new operations management opportunities. Management Sci. 64(3): 983– 996.
• Liu, Z. L., Anderson, T. D. & Cruz, J.M. (2012). Consumer Environmental Awareness and Competition in Two-Stage Supply Chains. European Journal of Operational Research, 218, 602-613. http://dx.doi.org/10.1016/j.ejor.2011.11.027.
• Lepisto, L. R. (1974). An empirical study of the effect of environmental product attributes, convenience, and price on product preference and socially responsible consumer behavior.
• Laroche, M., Tomiuk, M. A., Bergeron, J. & Barbaro‐Forleo, G. (2009). Cultural differences in environmental knowledge, attitudes, and behaviours of Canadian consumers. Canadian Journal of Administrative Sciences/Revue Canadienne des Sciences de l'Administration, 19(3), 267-282.
• Mainieri, T., Barnett, E. G., Valdero, T. R., Unipan, J. B. & Oskamp, S. (1997). Green buying: The influence of environmental concern on consumer behavior. The Journal of social psychology, 137(2), 189-204.
• McNeill, L. & Moore, R. (2015). Sustainable fashion consumption and the fast fashion conundrum: fashionable consumers and attitudes to sustainability in clothing choice. International Journal of Consumer Studies, 39(3), 212-222.
• Maloney, J., Lee, M. Y., Jackson, V. & Miller-Spillman, K. A. (2014). Consumer willingness to purchase organic products: Application of the theory of planned behavior. Journal of global fashion marketing, 5(4), 308-321.
• Maichum, K., Parichatnon, S. & Peng, K.-C. (2016). Application of the Extended Theory of Planned Behavior Model to Investigate Purchase Intention of Green Products among Thai Consumers. Sustainability, 8(10), 1077. MDPI AG. Retrieved from http://dx.doi.org/10.3390/su8101077.
• Malhotra N. K. (2002). Basic Marketing Research, Applications to Contemporary Issues.
• Mandarić D., Hunjet A. & Vuković D. (2022). The Impact of Fashion Brand Sustainability on Consumer Purchasing Decisions. Journal of Risk and Financial Management.; 15(4):176. https://doi.org/10.3390/jrfm15040176.
• Moser, A. K. (2015). Thinking green, buying green? Drivers of pro-environmental purchasing behavior. Journal of consumer marketing. Vol. 32 No. 3, pp. 167-175. https://doi.org/10.1108/JCM-10-2014-1179.
• Nunko, R. & Ramkissoon, H. (2010). Gendered Theory of Planned Behaviour and Residents’ Support for Tourism, Current Issues on Tourism, 13(6).
• Phau, I. & Ong, D. (2007). An investigation of the effects of environmental claims in promotional messages for clothing brands. Marketing Intelligence & Planning, 25(7), 772-788.
• Pickett‐Baker, J. & Ozaki, R. (2008). Pro‐environmental products: marketing influence on consumer purchase decision. Journal of consumer marketing, 25(5), 281-293.
• Prakash, G. & Pathak, P. (2017). Intention to buy eco-friendly packaged products among young consumers of India: A study on developing nation. Journal of cleaner production, 141, 385-393.
• Roberts, J. A. (1996). Green Consumers in the 1990s: Profile and Implications for Advertising. Journal of Business Research, 36, 217-231.
• Shaw, D. & Shiu, E. (2002). An assessment of ethical obligation and self-identity in ethical consumer decision-making: a structural equation modelling approach. International Journal of Consumer Studies, 26: 286-293. https://doi.org/10.1046/j.1470-6431.2002.00255.x.
• Kalafatis, S. P., Pollard, M., East, R. & Tsogas, M. H. (1999). Green marketing and Ajzen’s theory of planned behaviour: a cross‐market examination, Journal of Consumer Marketing, Vol. 16 No. 5, 441-460. https://doi.org/10.1108/07363769910289550.
• Wiederhold, M. & Martinez, L. F. (2018). Ethical consumer behaviour in Germany: The attitude‐behaviour gap in the green apparel industry. International journal of consumer studies, 42(4), 419-429.
• Yadav, R. & Pathak, G. S. (2017). Determinants of consumers' green purchase behavior in a developing nation: Applying and extending the theory of planned behavior. Ecological economics, 134, 114-122.
• Zhang, B., Zhang, Y. & Zhou, P. (2021). Consumer attitude towards sustainability of fast fashion products in the UK. Sustainability, 13(4), 1646.
• Zhuang, W., Cumiskey, K. J., Xiao, Q. & Alford, B. L. (2010), “The impact of perceived value on behavior intention: an empirical study”, Journal of Global Business Research, Vol. 6 No. 2, pp. 1-7.