EKO-ETİKETLİ ÜRÜN SATIN ALMA DAVRANIŞINI ETKİLEYEN FAKTÖRLER: ÇEVRE FARKINDALIĞI, YEŞİL PAZARLAMA ALGISI VE TUTUMLARIN ROLÜ

Öz

Doğal kaynakların tükenmesi ve iklim değişikliği ekosistem dengesini tehdit etmekte ve yaşam kalitesini riske atmaktadır. Artan çevre farkındalığı, tüketicilerin ürünlerin çevresel etkilerini daha çok dikkate almasını sağlamıştır. Bu bağlamda eko-etiketli ürünler, çevre dostu üretim yöntemleri ve geri dönüştürülebilir ambalajlar gibi özellikler sunarak tüketicilerin tercihlerini etkileyen önemli bir faktör hâline gelmiştir. Bu çerçevede çalışma, modern yaşamın temel bir parçası olan kişisel bakım sektöründe satın alma davranışı gösteren tüketicilerin çevre farkındalığı, tutumu, eko-etiketli ürünlere karşı tutumu ve satın alma davranışı arasındaki ilişkiye odaklanmaktadır. Çalışmada; Balıkesir’de ikamet eden, 18 yaş ve üzerinde olan kişisel bakım ürünleri satın alma davranışı gösteren 754 tüketiciye anket çalışması uygulanmıştır. Çalışmadaki veriler, PLS temelli yapısal eşitlik modellemesi ile analiz edilmiştir. Bulgulara göre, kişisel bakım sektöründe satın alma davranışı gösteren tüketicilerin çevre farkındalığı arttığında, çevre tutumları da artmakta ve yeşil pazarlama algısı güçlenmektedir. Sonuç olarak eko-etiketli ürünlere karşı olumlu tutum, bu ürünlerin satın alma davranışını arttırmaktadır. Bu çalışma, eko-etiket bağlamında literatüre katkıda bulunurken, sektörel uygulamalar için de faydalı içgörüler sunmaktadır.

Anahtar Kelimeler

• Çevre farkındalığı
• Çevre tutumu
• Eko-etiket

FACTORS AFFECTING THE PURCHASE BEHAVIOR OF ECO-LABELED PRODUCT: THE ROLE OF ENVIRONMENTAL AWARENESS, GREEN MARKETING PERCEPTION AND ATTITUDES

Abstract

Depletion of natural resources and climatic alterations imperil the equilibrium of ecosystems and jeopardize the quality of life. Increasing environmental awareness has prompted consumers to scrutinize the ecological repercussions of products. In this framework, eco-labeled commodities have emerged as a significant determinant influencing consumer preferences by providing sustainable production methodologies and recyclable packaging. In this framework, the research concentrates on the correlation between environmental awareness, attitudes, perceptions towards eco-labeled commodities and the purchasing behavior of consumers engaged in the personal care sector, which constitutes an essential aspect of contemporary existence. In the research, a survey was administered to 754 consumers residing in Balıkesir, aged 18 years and older, who reside in the purchasing behavior of personal care products. The data in the study were analyzed using PLS-based structural equation modeling. According to the findings, as consumers' environmental awareness in the personal care sector amplifies, their environmental attitudes concurrently elevate and the perception of green marketing is reinforced. Consequently, favorable attitudes towards eco-labeled products enhance the purchasing behavior of these commodities. This study augments the literature concerning eco-labels and offers valuable insights for sectoral implementations.

Keywords

• Environmental awareness
• Environmental attitude
• Eco-label
• Green marketing

Kaynakça

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