YEŞİL MARKA İMAJI VE YEŞİL SATIN ALMA NİYETİ OLUŞTURMADA YEŞİL KULAKTAN KULAĞA İLETİŞİMİN ROLÜ: ARACILIK MODELLİ BİR ARAŞTIRMA

Öz

Çevreyi koruma fikri, çevre dostu ürünlere olan talebe doğru bir değişim yaratmıştır. Bu çalışma, kozmetik ürünleri bağlamında yeşil kulaktan kulağa iletişim, yeşil marka imajı ve yeşil satın alma niyeti arasındaki ilişkileri araştırmaktadır. Çalışmada çevrimiçi anket ve kolayda örnekleme yöntemi seçilmiştir. Türkiye’nin Antalya şehrinde yeşil kozmetik ürünleri kullanan 274 katılımcının verileri SPSS 27 ve AMOS 24 yazılımları kullanılarak analiz edilmiştir. Bulgular, yeşil marka imajı ile satın alma niyeti arasında güçlü bir ilişki olduğunu ve tüketicilerin olumlu bir çevresel imaja sahip markalardan satın alma olasılığının daha yüksek olduğunu ortaya koymuştur. Buna ek olarak, yeşil marka imajının, yeşil kulaktan kulağa iletişimin satın alma niyetine olan etkisinde kısmi aracılık rolünün bulunduğu gözlemlenmiş olup; bu da olumlu bir yeşil marka imajının aracı bir faktör olarak hizmet ettiğini ve yeşil ağızdan ağıza iletişimin dolaylı olarak da artan satın alma niyetine etkisi olduğunu göstermektedir. Sonuç olarak, şirketlerin yeşil uygulamalara öncelik vermesi ve sürdürülebilir girişimler yoluyla güçlü, otantik bir marka imajı oluşturması gerektiği görülmüştür. Olumlu yeşil kulaktan kulağa iletişim, tüketicilerin yeşil marka imajı algısını önemli ölçüde artırabilir ve satın alma niyetlerini de olumlu etki yapabilir. Ancak. yeşil kulaktan kulağa iletişim, yeşil marka değeri ve yeşil satın alma niyetleri arasında hem doğrudan hem de dolaylı ilişkiler bulunduğu için, şirketlerin olumsuz algı yaratabilecek yeşil uygulamalara karşı dikkatli olmaları gerekmektedir.

Anahtar Kelimeler

• Yeşil Kulaktan Kulağa İletişim
• Yeşil Marka İmajı
• Yeşil Satın Alma Niyeti
• Yeşil Ürünler

EXPLORING THE ROLE OF GREEN WORD-OF-MOUTH IN SHAPING GREEN BRAND IMAGE AND GREEN PURCHASE INTENTIONS: A MEDIATED MODEL

Öz

The idea for protecting the environment has resulted in a shift in demand for eco-friendly products. This study investigates the relationships between green word-of-mouth (WOM), green brand image, and green purchase intentions in the context of cosmetic products. In this study, convenience sampling method through an online survey has been chosen. The data of 274 participants in Antalya, Türkiye who used green cosmetic products have been analyzed using SPSS 27 and AMOS 24 software. The findings revealed a strong correlation between green brand image and purchase intentions, with consumers more likely to purchase from brands that have a positive environmental image. Moreover, green brand image partially mediated the relationship between green WOM and purchase intentions, indicating that a positive green brand image serves as an intermediary factor, converting promising green WOM into increased purchase intentions. The result implies that companies should prioritize green practices and build a strong, authentic brand image through sustainable initiatives. Positive green WOM can significantly enhance consumers’ perception of green brand image and boost purchase intentions. However, companies must be cautious of negative practices, as both direct and indirect relationships exist between green WOM, green brand equity, and green purchase intentions.

Anahtar Kelimeler

• Green Word-of-Mouth
• Green Brand Image
• Green Purchase Intentions
• Green Products

Kaynakça

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