Yeşil Ürün Algısının Ekolojik Ürün Satın Alma Davranışına Etkisinde Çevreye Yönelik Tutumun Aracılık Etkisi

Öz

Son yüzyılda, baş döndürücü bir hızla gelişen küresel ekonominin çevresel etkileri, başta doğal kaynaklar ve enerji israfı olmak üzere ciddi problemlere yol açmaktadır. Bu çalışma çerçevesinde yeşil ürün algısı ve çevreye yönelik tutumun yeşil pazarlama anlayışı çerçevesinde çevreye duyarlı ürün satın alma davranışı üzerindeki etkisi incelenmiştir. Bu bağlamda yapılan 1699 anketin analiz edilmesiyle önemli bulgulara ulaşılmıştır. Analiz sürecinde öncelikle ölçeklere SPSS paket programı ve Yapısal Eşitlik Modellemesi AMOS uygulamaları kullanılarak geçerlilik ve güvenilirlik analizleri yapılmıştır. Daha sonra araştırma hipotezleri Proses Makro uygulaması ile test edilmiştir. Sonuç olarak, her iki hipotez de kabul edilmiştir. Buna göre, yeşil ürün algısı ekolojik ürün satın alma davranışını pozitif ve anlamlı olarak etkilerken bu ilişkide çevreye yönelik tutum aracılık etmektedir. Araştırma sonuçları, akademik olarak yeşil pazarlama karmasını oluşturan değişkenlerle satın alma davranışı ilişkisini kurmaktadır. Ayrıca, işletmelere yeşil pazarlama stratejileri oluşturma konusunda ipuçları vermektedir.

Anahtar Kelimeler

• Ekolojik Ürün
• Çevreye Yönelik Tutum
• Yeşil Pazarlama

The Mediating Effect of Attitude towards the Environment on the Effect of Green Product Perception on Ecological Product Purchasing Behavior

Öz

In the last century, the environmental effects of the global economy, which has been developing at a breakneck pace, have led to severe problems, especially the waste of natural resources and energy. Within the framework of this study, the effect of green product perception and attitude towards the environment on environmentally sensitive product purchasing behaviour within the framework of green marketing understanding was examined. Significant findings have been reached by analyzing 1699 surveys conducted in this context. In the analysis process, firstly, validity and reliability analyses were performed using the SPSS package program and Structural Equation Modeling AMOS applications on the scales. Then the research hypotheses were tested with the Process Macro application. As a result, both hypotheses have been accepted. The research results academically establish the relationship between purchasing behaviour and the variables that make up the green marketing mix. It also gives tips to businesses on creating green marketing strategies. Accordingly, while the perception of green products positively affects the purchase behaviour of ecological products, this relationship is mediated by the attitude towards the environment.

Anahtar Kelimeler

• Ecological Product
• Environmental Attitude
• Green Marketing

Kaynakça

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