BETWEEN SOCIAL NORMS AND RELIGIOSITY: COMPETING DRIVERS OF WORD-OF-MOUTH IN GREEN LOYALTY PROGRAMS

Rıfgı Buğra Bağcı

doi:10.54863/jief.1819625

TR EN

SOSYAL NORMLAR VE DİNİ İNANÇLAR ARASINDA: ÇEVRECİ SADAKAT PROGRAMLARINDA AĞIZDAN AĞIZA İLETİŞİMİN REKABETÇİ ETKENLERİ

Öz

Bu çalışma, yeşil sadakat programları bağlamında Değer-İnanç-Norm (VBN) teorisini sosyal normlar, tutumlar ve dindarlık ile bütünleştirerek çevre dostu tüketici davranışına ilişkin teoriyi geliştirir. VBN, değerlerin inançları nasıl şekillendirdiğini ve kişisel normları nasıl harekete geçirdiğini açıklarken, önceki araştırmalar ahlaki motivasyonları olumlu ağızdan ağıza iletişim (PWOM) gibi gözlemlenebilir savunuculuk davranışlarına dönüştüren mekanizmaları ve koşullu faktörleri büyük ölçüde göz ardı etmiştir. Bu çalışma, hem doğrudan hem de dolaylı etkileri ve sürdürülebilir tüketici katılımının koşullu doğasını yakalayan konfigürasyonel yolları inceleyerek bu boşluğu ele almaktadır. Anket verilerinden (n=557) yararlanarak, doğrusal, aracılık, moderasyon ve konfigürasyonel ilişkileri test etmek için yapısal eşitlik modellemesi ve bulanık küme Nitel Karşılaştırmalı Analizi (fsQCA) uygulanmıştır. Bulgular, sosyal normların PWOM üzerindeki etkilerini aracılık eden müşteri tutumlarını önemli ölçüde etkilediğini göstermektedir. Dindarlık, nüanslı bir rol sergilemektedir: tutumları güçlendirmekte, ancak sosyal normların tutum üzerindeki etkisini zayıflatmaktadır, bu da ilk hipotezimize aykırıdır. Bu, norm odaklı davranış yollarında sınır koşullarının varlığını göstermektedir. FsQCA sonuçları, psikososyal ve demografik faktörlerin bir araya gelerek yüksek PWOM ürettiği çoklu konfigürasyonları ortaya koymakta ve doğrusal olmayan ve koşullu süreçleri vurgulamaktadır. Teorik olarak, bu araştırma tutumları merkezi bir aktarım mekanizması olarak vurgulayarak ve normatif etkilerde dindarlığın koşullu etkisini göstererek VBN'yi genişletmektedir. Metodolojik olarak, sürdürülebilir tüketici davranışındaki nedensel karmaşıklığı yakalamak için varyans temelli ve küme teorisi yaklaşımlarını birleştirmenin değerini göstermektedir. Bu içgörüler, yeşil sadakat programlarına katılımın itici güçlerine ilişkin daha zengin ve daha incelikli bir anlayış sağlar ve değer odaklı ve bağlama duyarlı çevre dostu savunuculuk modelleri üzerine gelecekteki araştırmalar için bir temel oluşturur. Anahtar kelimeler: Değer-İnanç-Norm Teorisi; Yeşil Sadakat Programları; Dindarlık; Sosyal Normlar; Olumlu Ağızdan Ağıza İletişim, Çoklu Yöntem Jel Kodları: M39, Q01, Q56, Z12

Anahtar Kelimeler

Değer-İnanç-Norm Teorisi, Yeşil Sadakat Programları, Dindarlık, Sosyal Normlar, Olumlu Ağızdan Ağıza İletişim, Çoklu Yöntem

BETWEEN SOCIAL NORMS AND RELIGIOSITY: COMPETING DRIVERS OF WORD-OF-MOUTH IN GREEN LOYALTY PROGRAMS

Öz

This study advances theory on pro-environmental consumer behavior by integrating Value–Belief–Norm (VBN) theory with social norms, attitudes, and religiosity in the context of green loyalty programs. While VBN explains how values shape beliefs and activate personal norms, prior research has largely overlooked the mechanisms and conditional factors that translate moral motivations into observable advocacy behaviors, such as positive word-of-mouth (PWOM). This study addresses this gap by examining both direct and indirect effects, as well as configurational pathways that capture the contingent nature of sustainable consumer engagement. Drawing on survey data (n=557), structural equation modeling and fuzzy-set Qualitative Comparative Analysis (fsQCA) were applied to test linear, mediating, moderating, and configurational relationships. Findings indicate that social norms significantly influence customer attitudes, which mediate their effect on PWOM. Religiosity exhibits a nuanced role: it strengthens attitudes but dampens the influence of social norms on attitude, which is against our initial hypothesis. This suggests boundary conditions in norm-driven behavioral pathways. FsQCA results further reveal multiple configurations in which psychosocial and demographic factors combine to produce high PWOM, underscoring non-linear and contingent processes. Theoretically, this research extends VBN by highlighting attitudes as a central transmission mechanism and illustrating the conditional influence of religiosity in normative effects. Methodologically, it demonstrates the value of combining variance-based and set-theoretic approaches to capture causal complexity in sustainable consumer behavior. These insights provide a richer, more nuanced understanding of the drivers of engagement in green loyalty programs and offer a foundation for future research on value-aligned and context-sensitive models of pro-environmental advocacy. Keywords: Value–Belief–Norm Theory; Green Loyalty Programs; Religiosity; Social Norms; Positive Word of Mouth, Multi Method Jel Codes: M39, Q01, Q56, Z12

Anahtar Kelimeler

Value–Belief–Norm Theory, Green Loyalty Programs, Religiosity, Social Norms, Positive Word of Mouth, Multi Method

Öz

Kaynakça

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Ayrıntılar

Birincil Dil

İngilizce

Konular

Ekonomi Teorisi (Diğer)

Bölüm

Araştırma Makalesi

Yazarlar

Rıfgı Buğra Bağcı ^*
0000-0001-7273-1046
Türkiye

Yayımlanma Tarihi

1 Temmuz 2026

Gönderilme Tarihi

7 Kasım 2025

Kabul Tarihi

9 Nisan 2026

Yayımlandığı Sayı

Yıl 2026 Cilt: 12 Sayı: 1

DOI

https://doi.org/10.54863/jief.1819625

IZ

https://izlik.org/JA28JM83DH

APA

Bağcı, R. B. (2026). BETWEEN SOCIAL NORMS AND RELIGIOSITY: COMPETING DRIVERS OF WORD-OF-MOUTH IN GREEN LOYALTY PROGRAMS. İslam Ekonomisi ve Finansı Dergisi (İEFD), 12(1), 1-43. https://doi.org/10.54863/jief.1819625

AMA

1.Bağcı RB. BETWEEN SOCIAL NORMS AND RELIGIOSITY: COMPETING DRIVERS OF WORD-OF-MOUTH IN GREEN LOYALTY PROGRAMS. JIEF. 2026;12(1):1-43. doi:10.54863/jief.1819625

Chicago

Bağcı, Rıfgı Buğra. 2026. “BETWEEN SOCIAL NORMS AND RELIGIOSITY: COMPETING DRIVERS OF WORD-OF-MOUTH IN GREEN LOYALTY PROGRAMS”. İslam Ekonomisi ve Finansı Dergisi (İEFD) 12 (1): 1-43. https://doi.org/10.54863/jief.1819625.

EndNote

Bağcı RB (01 Temmuz 2026) BETWEEN SOCIAL NORMS AND RELIGIOSITY: COMPETING DRIVERS OF WORD-OF-MOUTH IN GREEN LOYALTY PROGRAMS. İslam Ekonomisi ve Finansı Dergisi (İEFD) 12 1 1–43.

IEEE

[1]R. B. Bağcı, “BETWEEN SOCIAL NORMS AND RELIGIOSITY: COMPETING DRIVERS OF WORD-OF-MOUTH IN GREEN LOYALTY PROGRAMS”, JIEF, c. 12, sy 1, ss. 1–43, Tem. 2026, doi: 10.54863/jief.1819625.

ISNAD

Bağcı, Rıfgı Buğra. “BETWEEN SOCIAL NORMS AND RELIGIOSITY: COMPETING DRIVERS OF WORD-OF-MOUTH IN GREEN LOYALTY PROGRAMS”. İslam Ekonomisi ve Finansı Dergisi (İEFD) 12/1 (01 Temmuz 2026): 1-43. https://doi.org/10.54863/jief.1819625.

JAMA

1.Bağcı RB. BETWEEN SOCIAL NORMS AND RELIGIOSITY: COMPETING DRIVERS OF WORD-OF-MOUTH IN GREEN LOYALTY PROGRAMS. JIEF. 2026;12:1–43.

MLA

Bağcı, Rıfgı Buğra. “BETWEEN SOCIAL NORMS AND RELIGIOSITY: COMPETING DRIVERS OF WORD-OF-MOUTH IN GREEN LOYALTY PROGRAMS”. İslam Ekonomisi ve Finansı Dergisi (İEFD), c. 12, sy 1, Temmuz 2026, ss. 1-43, doi:10.54863/jief.1819625.

Vancouver

1.Rıfgı Buğra Bağcı. BETWEEN SOCIAL NORMS AND RELIGIOSITY: COMPETING DRIVERS OF WORD-OF-MOUTH IN GREEN LOYALTY PROGRAMS. JIEF. 01 Temmuz 2026;12(1):1-43. doi:10.54863/jief.1819625

SOSYAL NORMLAR VE DİNİ İNANÇLAR ARASINDA: ÇEVRECİ SADAKAT PROGRAMLARINDA AĞIZDAN AĞIZA İLETİŞİMİN REKABETÇİ ETKENLERİ

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BETWEEN SOCIAL NORMS AND RELIGIOSITY: COMPETING DRIVERS OF WORD-OF-MOUTH IN GREEN LOYALTY PROGRAMS

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