Psikolojik ve Normatif Faktörlerin Hanehalkının Enerji Verimli Ürünleri Satın Alma Davranışı Üzerindeki Etkileri

Öz

Son yıllarda hanehalkı enerji tüketim miktarı çevre üzerinde önemli baskılar yaratacak seviyelere ulaşmıştır. Enerji verimli ürünler, hanehalkı için enerji tüketiminden kaynaklanan çevresel baskıları azaltmada önemli bir araç haline gelmiştir. Bu araştırmanın amacı, psikolojik ve normatif değişkenlerin tüketicilerin enerji verimli ürün satın alma davranışları üzerindeki etkilerini araştırmaktır. 592 katılımcıyla yapılan çevrimiçi anketten elde edilen veriler kullanılarak hipotezler kısmi en küçük kareler yöntemi (PLS-SEM) ile test edilmiştir. Sonuçlar, çevresel tutum, çevresel öz kimlik ve emredici normların enerji verimli ürün satın alma niyeti üzerinde olumlu bir etkiye sahip olduğunu ortaya koymuştur. Çevresel endişe, tanımlayıcı normlar ve kişisel ahlaki normların enerji verimli ürün satın alma niyeti üzerinde bir etkisi yoktur. Ayrıca enerji verimli ürün satın alma niyetinin enerji verimli ürün satın alma davranışı üzerinde olumlu bir etkisi vardır. Son olarak, çalışmanın sonuçları algılanan fiyatın satın alma niyeti ile satın alma davranışı arasındaki ilişki üzerinde herhangi bir düzenleyici etkiye sahip olmadığını ortaya koymuştur.

Anahtar Kelimeler

• Sürdürülebilir tüketim
• Enerji verimli ürünler
• Normatif davranışa odaklanma teorisi
• Genişletilmiş planlı davranış teorisi

The Effects of Psychological and Normative Factors on Households' Purchase Behavior of Energy Efficient Products

Öz

The amount of household energy consumption has reached levels that create significant pressures on the environment in recent years. Energy efficient products have become an important means for household in reducing environmental pressures caused by energy consumption. The aim of this research is to investigate the effects of psychological and normative variables on consumers' energy efficient product purchasing behaviour. Using the data from an online survey of 592 participants, the hypotheses were tested via the partial least square method. The results revealed that environmental attitude, environmental self-identity, and injunctive norms have a positive effect on the intention to purchase energy efficient products. While environmental concern, descriptive norms and personal moral norms have no effect on the intention to purchase energy efficient products. Moreover, the intention to purchase energy efficient products has a positive effect on the purchase behavior of energy efficient products. Finally, the results of the study revealed that perceived price did not have any moderating effect on the relationship between purchase intention and purchase behavior.

Anahtar Kelimeler

• Sustainable consumption
• Energy efficient products
• Focus thery of normative conduct
• Extended theory of planned behaviour

Kaynakça

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