ETİKTEN SATIN ALMAYA: SÜRDÜRÜLEBİLİR BEYAZ EŞYA MARKALARINDA MARKA AŞKI, GÜVEN VE POZİTİF TEPKİNİN ROLÜ

Öz

Beyaz eşya sektörü, hane halkı enerji tüketimi yoluyla çevresel sürdürülebilirlik üzerinde doğrudan ve büyük ölçekli bir etkiye sahiptir. Bu nedenle etik marka uygulamaları, karbon emisyonlarını ve kaynak kullanımını azaltmak için kritik öneme sahiptir. Aynı zamanda, algılanan marka etikliğinin tüketici güvenini, duygularını ve satın alma kararlarını nasıl etkilediğini anlamak, firmaların sürdürülebilirlik hedeflerini piyasa başarısıyla uyumlu hâle getirmelerine yardımcı olmakta ve hem toplumsal refahı hem de uzun vadeli rekabet gücünü desteklemektedir. Bu araştırmanın amacı, algılanan marka etikliğinin satın alma niyeti üzerindeki etkisini açıklayan psikolojik mekanizmaları ortaya koymak ve marka aşkı, marka güveni ile pozitif tepkinin bu süreçteki aracılık rollerini inceleyerek literatüre katkı sağlamaktır. Bu amaçla Türkiye’de yaşayan 18 yaş üstü 389 beyaz eşya tüketicisine anket uygulanmıştır. Sonuçlar marka etikliğinin marka aşkı, marka güveni, pozitif tepki ve satın alma niyeti üzerinde pozitif etkisi olduğunu göstermiştir. Ayrıca marka etikliği, marka aşkı ve marka güveninin pozitif tepki üzerinde pozitif etkisi bulunmuştur. Marka aşkı, marka güveni ve pozitif tepkinin de satın alma niyeti üzerinde pozitif etkisi tespit edilmiştir. Marka aşkı, marka güveni ve pozitif tepkinin marka etikliği ile satın alma niyeti arasındaki ilişkide aracılık etkisi bulunmuştur. Marka aşkı ile pozitif tepkinin ve marka güveni ile pozitif tepkinin marka etikliği ile satın alma niyeti arasındaki ilişkide seri aracılık etkisi tespit edilmiştir. Elde edilen bulgular, beyaz eşya markalarını satın alma niyetini etkileyen etik ve duygusal unsurları ortaya koyarak, uygulayıcılara etik işletme stratejilerinin geliştirilmesi ve tüketicilerin satın alma niyetini olumlu yönde etkileyecek pazarlama uygulamalarının tasarlanması konusunda yol göstermektedir.

Anahtar Kelimeler

• Marka Etikliği
• Marka Aşkı
• Marka Güveni
• Pozitif Tepki
• Beyaz Eşya Markaları

FROM ETHICS TO PURCHASING: THE ROLE OF BRAND LOVE, TRUST, AND POSITIVE AFFECT IN SUSTAINABLE WHITE GOODS BRANDS

Öz

The white goods industry has a direct and large-scale impact on environmental sustainability through household energy consumption. Therefore, ethical brand practices are critical for reducing carbon emissions and resource use. At the same time, understanding how perceived brand ethics influence consumer trust, emotions, and purchase decisions helps firms align sustainability goals with market success, thereby supporting both societal well-being and long-term competitiveness. The aim of this research is to reveal the psychological mechanisms explaining the impact of perceived brand ethics on purchase intention and to contribute to the literature by examining the mediating roles of brand love, brand trust, and positive affect in this process. For this purpose, a survey was conducted among 389 white goods consumers over the age of 18 living in Türkiye. The results showed that brand ethics have a positive impact on brand love, brand trust, positive affect, and purchase intention. In addition, brand ethics, brand love, and brand trust were found to have a positive impact on positive affect. Brand love, brand trust, and positive affect have also been found to have a positive impact on purchase intention. Brand love, brand trust, and positive affect were found to mediate the relationship between brand ethics and purchase intention. A serial mediating effect was found between brand love and positive affect, and between brand trust and positive affect, in the relationship between brand ethics and purchase intention. These findings identify the ethical and emotional factors influencing consumers' purchase intentions toward white goods brands, thereby providing practical guidance for practitioners in developing ethical business strategies and designing marketing practices that positively influence consumers' purchase intentions.

Anahtar Kelimeler

• Brand Ethics
• Brand Love
• Brand Trust
• Positive Affect
• White Goods Brands

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