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

Abdulbaki Baran Cevat Söylemez Müberra Yurdakul

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

Anahtar Kelimeler

Green Brand Equity, Perceived Green Quality, Perceived Green Risk, Green Brand Image, Green Trust

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

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.

Anahtar Kelimeler

Yeşil Marka Değeri, Algılanan Yeşil Kalite, Algılanan Yeşil Risk, Yeşil Marka İmajı, Yeşil Güven

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