THE EFFECT OF ENVIRONMENTAL CONCERNS, COGNITIVE BENEFIT AND EMOTION ON INTENT TO PURCHASE ECOLOGICAL PACKAGING PRODUCTS

Abstract

It has become widespread as sustainable consumption behavior that people act by considering the environment they live in and future generations while performing their consumption actions. The level of environmental concern that individuals have, their cognitive benefits and their emotional states also affect their purchasing decisions. In this context, this study tried to reveal the effects of environmental concern, cognitive benefit and emotional state on consumers’ intention to purchase ecologically packaged products. Within the scope of the study, data were collected from a total of 357 people over the age of 18 using the online survey technique on April 5-30, 2021. First, Factor Analysis was applied to the obtained data with SmartPls and the concordance, convergent and discriminant validity and internal consistency of the scale used were revealed and it was seen that the scale was valid and reliable. Then the research model was subjected to Path Analysis. As a result of the analysis, it was determined that environmental concern and cognitive benefit had a significant and positive effect on the Intention to purchase ecologically packaged products, but positive emotions and negative emotions had a meaningless effect. Finally, it was seen that all factors explained the Intent to Purchase Ecological Packaged Product positively and significantly, approximately 34% and moderately.

Keywords

• Environmental Concern
• Cognitive Benefit
• Ecological Packaging
• PLS-SEM

ÇEVRESEL KAYGI, BİLİŞSEL FAYDA VE DUYGU DURUMUNUN EKOLOJİK AMBALAJLI ÜRÜN SATIN ALMA NİYETİNE ETKİSİ

Öz

İnsanların tüketim eylemlerini yerine getirirken içinde yaşadıkları çevreyi ve gelecek nesilleri düşünerek hareket etmesi sürdürülebilir tüketim davranışı olarak yaygınlaşmıştır. Bireylerin sahip oldukları çevresel kaygı düzeyi, bilişsel faydaları ve içinde bulundukları duygu durumları da satın alma kararlarında etkilidir. Bu bağlamda bu çalışmada çevresel kaygı, bilişsel fayda ve duygu durumunun tüketicilerin ekolojik ambalajlı ürün satın alma niyeti üzerindeki etkisi ortaya konulmaya çalışılmıştır. Çalışma kapsamında 5-30 Nisan 2021 tarihlerinde çevrim içi anket tekniğiyle 18 yaşından büyük toplam 357 kişiden veri toplanmıştır. Elde edilen verilere ilk olarak SmartPLS ile Faktör Analizi uygulanmış ve kullanılan ölçeğin uyum, yakınsak ve ayrışma geçerliliği ile iç tutarlılığı ortaya konmuş ve ölçeğin geçerli ve güvenilir olduğu görülmüştür. Daha sonra araştırma modeli Yol Analizine tabi tutulmuştur. Analiz sonucunda çevresel kaygının ve bilişsel faydanın ekolojik ambalajlı ürün satın alma niyeti üzerinde anlamlı ve pozitif bir etkisi olduğu, ancak pozitif duygular ve negatif duyguların ise anlamsız bir etkisi olduğu tespit edilmiştir. Son olarak tüm faktörlerin ekolojik ambalajlı ürün satın alma niyetini pozitif ve anlamlı olarak yaklaşık %34 oranında ve orta düzeyde açıkladığı görülmüştür.

Anahtar Kelimeler

• Çevresel Kaygı
• Bilişsel Fayda
• Ekolojik Amabalaj
• PLS-SEM

Kaynakça

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