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THE MEDIATING ROLE OF GREEN TRUST IN THE EFFECT OF GREEN PERCEIVED QUALITY, GREEN PERCEIVED RISK AND GREEN BRAND IMAGE ON GREEN BRAND EQUITY

Yıl 2017, ICMEB17 Özel Sayısı, 1 - 11, 01.12.2017

Öz

Nowadays, the production of environmentally sustainable products is of great importance for social benefit. Because, consciousness and sensitivity of consumers around the world have been increasing and consumers are eager to pay more for environmentally friendly products. For this reason, it is important to know about how harmful the products that are purchased with an intention of consumption before production, during production, during consumption and after consumption. This change has prompted enterprises to produce and design products that do not harm nature, create brands that have an environmentally friendly image and troubleshoot consumer concerns about environmental issues. In this context, it is important to know how naturefriendly consumers perceive products they use and buy and brands they choose. As a result of this study, the perceived green risk, perceived green quality, green brand image and green trust have been reached as the effect on the of the green brand equity. At the same time, the perceived green risk and the green brand image have a positive mediating effect on the green brand equity, while the partial mediating effect with the perceived green quality has been reached

Kaynakça

  • Ailawadi, K. L. & Keller K.L. (2004). Understanding retail branding: Conceptual insights and research priorities. Journal of Retailing 80(4), 331–342.
  • Avcılar, M. Y. & Küter Demirgüneş, B. (2017). Developing perceived greenwash ındex and ıts effect on green brand equity: A research on gas station companies in Turkey. International Business Research, 10(1), 222-239.
  • Bekk, M., Spörrle, M., Gedjasie, R., & Kerschreiter, R. (2015). Greening the competitive advantage: Antecedents and consequences of green brand equity. Quality & Quantity, 1-39.
  • Bulsara, H. P. & Priya, M. S. (2014). Scale Development t oAccess the Impact of Green Business Functions on Green Brand Equity. Serials Publications, 11(3), 651-662.
  • Butt, M. M., Mustaq, S., Afzal, A., Khong, K. W., Ong, Fo. S., & Ng, P. F. (2016). Integrating behavioural and branding perspectives to maximize green brand equity: A holistic approach. Business Strategy and the Environment, 1-14.
  • Chang, H. H., & Chen, W. C. (2008). The impact of online store environment cues on purshase intention: Trıst and perceived risk as a mediator. Online Infırmation Review, 32(6), 818-841.
  • Chang, C. H., & Chen, Y. S. (2013). Managing green brand equity: The perspective of perceived risk theory. Qual Quan, 1-16.
  • Chaudhuri, A. (1997). Consumption emotion and perceived risk: A macro-analytic approach. Journal of Business Research, 39(1), 81-92.
  • Chen, Y. S., Lai, S. B., & Wen, C.T. (2006). The ınfluence of green ınnovation performance on cor- porate advantage in Taiwan. Journal of Business Ethics, 67(4), 331-339.
  • Chen, Y. S. ( 2008). The driver of green ınnovation and green ımage - green core competenc. Journal of Business Ethics 81(3), 531-543.
  • Chen, Y.S., Lin, M.J.J., & Chang, C.H. (2009). The positive effects of relationship learning and absorptive capacity on innovation performance and competitive advantage in industrial markets. Ind. Mark. Manag., 38(2), 152–158.
  • Chen, Y. S. (2010). The drivers of green brand equity: Green brand image, green satisfaction, and green trust. Journal of Business Ethics, 93, 307–319.
  • Chen, Y.S., & Chang, C.H. (2012). The ınfluences of green perceived quality and green brand awareness on green brand equity: The mediation effect of green perceived risk. Proceedings of PICMET '12: Technology Management for Emerging Technologies, 1152-1159.
  • Chen, Y.S., & Chang, C.H. (2013). Towards green trust: The influences of green perceived quality, green perceived risk, and green satisfaction. Management Decision, 51, 63–82.
  • Chen, Y.S, Lin, C.Y., & Weng, C.S. (2015). The ınfluence of enviromental friendliness on green trust: The mediation effects of green satisfaction and green perceived quality. Sustainability, 7, 10135-10152.
  • Chen, Y. S. Lee, Y. I. Lın, C. Y., & Laı, P. Y. (2016). The negatıve ımpact of greenwash on green purchase ıntentıon. International Journal of Management and Applied Science, 2(2), 119-125.
  • Çabuk, S., Nakıboğlu, B., & Keleş, C. (2008). Tüketicilerin yeşil (ürün) satın alma davranışlarının sosyo- demografik değişkenler açısından incelenmesi. Ç.Ü. Sosyal Bilimler Enstitüsü Dergisi, 17(1), 85-102.
  • Dehghanan, H., & Bakhshandeh, G. (2014). The impact of green perceived value and green perceived risk on green purchase behavior of Iranian consumers. International Journal of Management and Humanity Sciences, 3(2), 1349-1357.
  • Delafrooz, N. & Goli, A. (2015). The factors affecting the green brand equity of electronic products: Green marketing. Cogent Business & Management, 2, 1-12.
  • Dolatabadi, H. R., Tabaeeian, R. A., & Tavakoli, H. (2016). Integral model of green brand equity: A study among customers of online websites. EuroMed Journal of Management, 1(2), 185 – 199.
  • Jain, S.K., & Kuar, G. (2004). Green marketing: An Indian perspective. Decision, 31(2), 168-209.
  • Kalafatis, S.P., & Pollard, M. (1999). Green marketing and Ajzen’s theory of planned behaviour: A cross-market examination. Journal of Consumer Marketing, 16 (4/5), 441-460.
  • Kang, S., & Hur, W. M. (2011). Investigating the antecedents of green brand equity: A sustainable development perspective. Corporate Social Responsibility and Environmental Management, 1-11.
  • Karatu, V. M. H., & Mat, N. K. N. (2015). The mediating effects of green trust and perceived behavioral control on the direct determinants of intention to purchase green products in Nigeria. Mediterranean Journal of Social Sciences, 6 (4), 256-265.
  • Kim, D.J., Ferrin, D.L., & Rao, H.R. (2008). A trust-based consumer decision-making model in electronic commerce: The role of trust, perceived risk, and their antecedents. Decision Support Sysems. 44 (2), 544–564.
  • Mahmood, U., Siddiqui, H,. & Tahir, A. (2014). An empirical study about green purchase ıntention. Journal of Sociological Research, 5(1), 290-305.
  • Nazari, E., Ghasemi, B., & Saeidi, S.S. (2015). Explain the relationship between green brand ımage, green satisfaction and green trust and factors affecting on green brand equity. Bulletın Of the Georgıan Natıonal Academy of Scıences, 9(1), 487-494.
  • Ng, P.F., Butt, M. M., Khong, K. W., & Ong, F. S. (2014). Antecedents of green brand equity: An ıntegrated approach, Journal of Business Ethics, 121, 203-215.
  • Pechyiam, C., & Jaroenwanit, P. (2014). The factors affecting green brand equity of electronic products in Thailand. The Macrotheme Review, 3(9), 1-12.
  • Peter, J.P., & Ryan, M.J. (1976). An investigation of perceived risk at the brand level. Journal of Marketing Research, 13(2), 184-188.
  • Rahardjo, F. A. (2015). The roles of green perceived value, green perceived risk, and green trust towards green purchase ıntention of inverter air conditioner in Surabaya. iBuss Management , 3(2), 252-260.
  • Rizwan, M. Arslan, A., Mujeeb ur, R., Naqash, A.; Usman, S., & Tehseen, A. (2013a). Impact of green marketing on purchase intention: An empirical study from Pakistan. Asian Journal of Empirical Research, 3(2), 87-100.
  • Rizwan, M., Asif , R. M., Hussain, S., Asghar, M., Hassan, M., & Javeed, U. (2013b). future of green products in Pakistan: An empirical study about green purchase ıntentions?. Asian Journal of Empirical Research, 3(2), 191-207.
  • Toklu, İ.T., & Öztürk Küçük, H. (2017). The ımpact of brand crisis on consumers: Green purchase ıntention and willingness to pay more. International Business Research, 10(1), 22-33.
  • Wu, S. I., & Chen, Y. J. (2014). The ımpact of green marketing and perceived ınnovation on purchase ıntention for green products. International Journal of Marketing Studies, 6(5), 81-100.
  • Yücel, M., & Ekmekçiler, Ü. S. (2008). Çevre dostu ürün kavramına bütünsel yaklaşım; Temiz üretim sistemi, eko-etiket, yeşil pazarlama. Elektronik Sosyal Bilimler Dergisi, 7, 320-333.
  • Zeithaml, V.A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52, 2–22.

ALGILANAN YEŞİL KALİTE, ALGILANAN YEŞİL RİSK VE YEŞİL MARKA İMAJININ YEŞİL MARKA DEĞERİ ÜZERİNDEKİ ETKİSİNDE YEŞİL GÜVENİN ARACILIK ROLÜ

Yıl 2017, ICMEB17 Özel Sayısı, 1 - 11, 01.12.2017

Öz

Günümüzde çevresel sürdürebilir ürünlerin üretilmesi toplumsal fayda için büyük önem arz etmektedir. Çünkü dünya genelinde tüketicilerin doğaya karşı olan duyarlılığı ve bilinci giderek artmakta ve tüketiciler doğa dostu ürünler için daha fazla fiyat ödemeye istekli olmaktadır. Bu nedenle, tüketim amaçlı satın alınan ürünlerin üretilmeden önce, üretim sırasında, tüketim ve tüketim sonrasında ne şekilde ve nasıl doğaya daha az zararlı olduğu konusu önem kazanmaktadır. Bu şekilde ortaya çıkan değişim işletmeleri üretmiş oldukları ürünleri ve sahip oldukları markaları doğaya zarar vermeyecek şekilde üretme, tasarlama ve tüketicilerin endişelerini giderme çabasına yöneltmiştir. Bu kapsamda tüketicilerin kullandıkları ve satın aldıkları ürünler ve tercih ettikleri markaların tüketiciler tarafından nasıl ve ne kadar doğa dostu olarak algılandığı önemlidir. Bu doğrultuda bu çalışmada, tüketicilerin teknolojik ürün üreten markalara yönelik yeşil algılarının ölçülmesi amaçlanmıştır. Bu çalışmanın sonucunda algılanan yeşil riskin, algılanan yeşil kalitenin, yeşil marka imajının ve yeşil güvenin, yeşil marka değeri üzerinde etkisi olduğu sonucuna ulaşılmıştır. Aynı zamanda algılanan yeşil riskin ve yeşil marka imajının yeşil marka değeri üzerinde etkisinde yeşil güven tam aracılık rolüne sahipken algılanan yeşil kalitenin kısmi aracılık rolüne sahip olduğu sonucuna ulaşılmıştır.

Kaynakça

  • Ailawadi, K. L. & Keller K.L. (2004). Understanding retail branding: Conceptual insights and research priorities. Journal of Retailing 80(4), 331–342.
  • Avcılar, M. Y. & Küter Demirgüneş, B. (2017). Developing perceived greenwash ındex and ıts effect on green brand equity: A research on gas station companies in Turkey. International Business Research, 10(1), 222-239.
  • Bekk, M., Spörrle, M., Gedjasie, R., & Kerschreiter, R. (2015). Greening the competitive advantage: Antecedents and consequences of green brand equity. Quality & Quantity, 1-39.
  • Bulsara, H. P. & Priya, M. S. (2014). Scale Development t oAccess the Impact of Green Business Functions on Green Brand Equity. Serials Publications, 11(3), 651-662.
  • Butt, M. M., Mustaq, S., Afzal, A., Khong, K. W., Ong, Fo. S., & Ng, P. F. (2016). Integrating behavioural and branding perspectives to maximize green brand equity: A holistic approach. Business Strategy and the Environment, 1-14.
  • Chang, H. H., & Chen, W. C. (2008). The impact of online store environment cues on purshase intention: Trıst and perceived risk as a mediator. Online Infırmation Review, 32(6), 818-841.
  • Chang, C. H., & Chen, Y. S. (2013). Managing green brand equity: The perspective of perceived risk theory. Qual Quan, 1-16.
  • Chaudhuri, A. (1997). Consumption emotion and perceived risk: A macro-analytic approach. Journal of Business Research, 39(1), 81-92.
  • Chen, Y. S., Lai, S. B., & Wen, C.T. (2006). The ınfluence of green ınnovation performance on cor- porate advantage in Taiwan. Journal of Business Ethics, 67(4), 331-339.
  • Chen, Y. S. ( 2008). The driver of green ınnovation and green ımage - green core competenc. Journal of Business Ethics 81(3), 531-543.
  • Chen, Y.S., Lin, M.J.J., & Chang, C.H. (2009). The positive effects of relationship learning and absorptive capacity on innovation performance and competitive advantage in industrial markets. Ind. Mark. Manag., 38(2), 152–158.
  • Chen, Y. S. (2010). The drivers of green brand equity: Green brand image, green satisfaction, and green trust. Journal of Business Ethics, 93, 307–319.
  • Chen, Y.S., & Chang, C.H. (2012). The ınfluences of green perceived quality and green brand awareness on green brand equity: The mediation effect of green perceived risk. Proceedings of PICMET '12: Technology Management for Emerging Technologies, 1152-1159.
  • Chen, Y.S., & Chang, C.H. (2013). Towards green trust: The influences of green perceived quality, green perceived risk, and green satisfaction. Management Decision, 51, 63–82.
  • Chen, Y.S, Lin, C.Y., & Weng, C.S. (2015). The ınfluence of enviromental friendliness on green trust: The mediation effects of green satisfaction and green perceived quality. Sustainability, 7, 10135-10152.
  • Chen, Y. S. Lee, Y. I. Lın, C. Y., & Laı, P. Y. (2016). The negatıve ımpact of greenwash on green purchase ıntentıon. International Journal of Management and Applied Science, 2(2), 119-125.
  • Çabuk, S., Nakıboğlu, B., & Keleş, C. (2008). Tüketicilerin yeşil (ürün) satın alma davranışlarının sosyo- demografik değişkenler açısından incelenmesi. Ç.Ü. Sosyal Bilimler Enstitüsü Dergisi, 17(1), 85-102.
  • Dehghanan, H., & Bakhshandeh, G. (2014). The impact of green perceived value and green perceived risk on green purchase behavior of Iranian consumers. International Journal of Management and Humanity Sciences, 3(2), 1349-1357.
  • Delafrooz, N. & Goli, A. (2015). The factors affecting the green brand equity of electronic products: Green marketing. Cogent Business & Management, 2, 1-12.
  • Dolatabadi, H. R., Tabaeeian, R. A., & Tavakoli, H. (2016). Integral model of green brand equity: A study among customers of online websites. EuroMed Journal of Management, 1(2), 185 – 199.
  • Jain, S.K., & Kuar, G. (2004). Green marketing: An Indian perspective. Decision, 31(2), 168-209.
  • Kalafatis, S.P., & Pollard, M. (1999). Green marketing and Ajzen’s theory of planned behaviour: A cross-market examination. Journal of Consumer Marketing, 16 (4/5), 441-460.
  • Kang, S., & Hur, W. M. (2011). Investigating the antecedents of green brand equity: A sustainable development perspective. Corporate Social Responsibility and Environmental Management, 1-11.
  • Karatu, V. M. H., & Mat, N. K. N. (2015). The mediating effects of green trust and perceived behavioral control on the direct determinants of intention to purchase green products in Nigeria. Mediterranean Journal of Social Sciences, 6 (4), 256-265.
  • Kim, D.J., Ferrin, D.L., & Rao, H.R. (2008). A trust-based consumer decision-making model in electronic commerce: The role of trust, perceived risk, and their antecedents. Decision Support Sysems. 44 (2), 544–564.
  • Mahmood, U., Siddiqui, H,. & Tahir, A. (2014). An empirical study about green purchase ıntention. Journal of Sociological Research, 5(1), 290-305.
  • Nazari, E., Ghasemi, B., & Saeidi, S.S. (2015). Explain the relationship between green brand ımage, green satisfaction and green trust and factors affecting on green brand equity. Bulletın Of the Georgıan Natıonal Academy of Scıences, 9(1), 487-494.
  • Ng, P.F., Butt, M. M., Khong, K. W., & Ong, F. S. (2014). Antecedents of green brand equity: An ıntegrated approach, Journal of Business Ethics, 121, 203-215.
  • Pechyiam, C., & Jaroenwanit, P. (2014). The factors affecting green brand equity of electronic products in Thailand. The Macrotheme Review, 3(9), 1-12.
  • Peter, J.P., & Ryan, M.J. (1976). An investigation of perceived risk at the brand level. Journal of Marketing Research, 13(2), 184-188.
  • Rahardjo, F. A. (2015). The roles of green perceived value, green perceived risk, and green trust towards green purchase ıntention of inverter air conditioner in Surabaya. iBuss Management , 3(2), 252-260.
  • Rizwan, M. Arslan, A., Mujeeb ur, R., Naqash, A.; Usman, S., & Tehseen, A. (2013a). Impact of green marketing on purchase intention: An empirical study from Pakistan. Asian Journal of Empirical Research, 3(2), 87-100.
  • Rizwan, M., Asif , R. M., Hussain, S., Asghar, M., Hassan, M., & Javeed, U. (2013b). future of green products in Pakistan: An empirical study about green purchase ıntentions?. Asian Journal of Empirical Research, 3(2), 191-207.
  • Toklu, İ.T., & Öztürk Küçük, H. (2017). The ımpact of brand crisis on consumers: Green purchase ıntention and willingness to pay more. International Business Research, 10(1), 22-33.
  • Wu, S. I., & Chen, Y. J. (2014). The ımpact of green marketing and perceived ınnovation on purchase ıntention for green products. International Journal of Marketing Studies, 6(5), 81-100.
  • Yücel, M., & Ekmekçiler, Ü. S. (2008). Çevre dostu ürün kavramına bütünsel yaklaşım; Temiz üretim sistemi, eko-etiket, yeşil pazarlama. Elektronik Sosyal Bilimler Dergisi, 7, 320-333.
  • Zeithaml, V.A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52, 2–22.
Toplam 37 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular Çevre ve Kültür
Bölüm Research Article
Yazarlar

Abdulbaki Baran Bu kişi benim

Cevat Söylemez Bu kişi benim

Müberra Yurdakul Bu kişi benim

Yayımlanma Tarihi 1 Aralık 2017
Gönderilme Tarihi 16 Ekim 2017
Yayımlandığı Sayı Yıl 2017 ICMEB17 Özel Sayısı

Kaynak Göster

APA Baran, A., Söylemez, C., & Yurdakul, M. (2017). ALGILANAN YEŞİL KALİTE, ALGILANAN YEŞİL RİSK VE YEŞİL MARKA İMAJININ YEŞİL MARKA DEĞERİ ÜZERİNDEKİ ETKİSİNDE YEŞİL GÜVENİN ARACILIK ROLÜ. Uluslararası Yönetim İktisat Ve İşletme Dergisi, 13(13), 1-11.