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

Yıl 2022, Cilt: 7 Sayı: 2, 565 - 577, 30.12.2022

Cüneyd İkbal Sarıoğlu

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

• Agyeman, C. M. (2014). Consumers' buying behavior towards green products: An exploratory study. International Journal of Management Research and Business Strategy, 3(1), 188-197.
• Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211.
• Akdoğan, L., Durmaz, Y., & Değirmenci, B. (2020). Algılanan tüketici etkililiğinin ekolojik bilinçli tüketici davranışı üzerine etkisi: Çevresel kaygının aracılık rolü. Akademi Sosyal Bilimler Dergisi, 7(20), 95-117.
• Albayrak, T., Aksoy, Ş., & Caber, M. (2013). The effect of environmental concern and scepticism on green purchase behaviour. Marketing Intelligence & Planning. 31(1), 27-39.
• Ali, A., Khan, A. A., Ahmed, I., & Shahzad, W. (2011). Determinants of Pakistani consumers' green purchase behavior: Some insights from a developing country. International Journal of Business and Social Science, 2(3), 217-226.
• Alonso-Calero, J. M., Cano, J., & Guerrero-Pérez, M. O. (2021). Is the "green washing" effect stronger than real scientific knowledge? are we able to transmit formal knowledge in the face of marketing campaigns?. Sustainability, 14(1), 285.
• Amberg, N. (2019). The appearance of sustainability in cosmetıcs companies (as examples of Unilever and l'oréal), especiıally eco-control as a sub-system. Acta Oeconomica Universitatis Selye, 8(1), 21-41.
• Ariffin, S., Yusof, J. M., Putit, L., & Shah, M. I. A. (2016). Factors Influencing Perceived Quality and Repurchase Intention Towards Green Products. Procedia Economics and Finance, 37, 391-396. https://doi.org/10.1016/S2212-5671(16)30142-3
• Aslan, F. (2007). Yeşil pazarlama faaliyetleri çerçevesinde kafkas üniversitesi öğrencilerinin çevreye duyarlı ürünleri kullanma eğilimlerini belirlemeye yönelik bir araştırma, Yüksek Lisans Tezi: Kafkas Üniversitesi.
• Aslan, F., & Çınar, R. (2007). Yeşil pazarlama faaliyetleri çerçevesinde kafkas üniversitesi öğrencilerinin çevreye duyarli ürünleri kullanma eğilimlerini belirlemeye yönelik bir araştirma. Kafkas Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 6(9), 169-184.
• Barari, M., Ross, M., & Surachartkumtonkun, J. (2020). Negative and positive customer shopping experience in an online context. Journal of Retailing and Consumer Services, 53, 101985.
• Bıkarı, S., Ünal, S., & Deveci, G. (2017). Tüketicilerin çevreye yönelik tutumları ve kişilik özellikleri açısından kohonen ağları (Self-Organizing Map-Som) ile bölümlendirilmesi. Uluslararası İktisadi ve İdari İncelemeler Dergisi, 145-162.
• Bozpolat, C. (2021). Çevresel kaygının ve algılanan pazar etkisinin yeşil ürün satın alma davranışındaki rolü. Kafkas Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 12(24), 702-727.
• Chen, T. B., & Chai, L. T. (2010). Attitude towards the environment and green products: Consumers' perspective. Management Science and Eengineering, 4(2), 27-39.
• Chen, Y. S., Lin, C. Y., & Weng, C. S. (2015). The influence of environmental friendliness on green trust: The mediation effects of green satisfaction and green perceived quality. Sustainability, 7(8), 10135-10152.
• Cheung, M. F., & To, W. M. (2019). An extended model of value-attitude-behavior to explain Chinese consumers’ green purchase behavior. Journal of Retailing and Consumer Services, 50, 145-153.
• Cillo, V., Petruzzelli, A. M., Ardito, L., & Del Giudice, M. (2019). Understanding sustainable innovation: A systematic literature review. Corporate Social Responsibility and Environmental Management, 26(5), 1012-1025.
• Çetinkaya, C., & Özceylan, E. (2017). Üniversite öğrencilerinin yeşil satın alma tutumlarının incelenmesine yönelik bir araştırma: Gaziantep Üniversitesi örneği. Gaziantep University Journal of Social Sciences, 16(1), 289-302.
• Dangelico, R. M., & Vocalelli, D. (2017). "Green Marketing": An analysis of definitions, strategy steps, and tools through a systematic review of the literature. Journal of Cleaner Production, 165, 1263-1279.
• Duru, M. N., & Şua, E.. (2013). Yeşil pazarlama ve tüketicilerin çevre dostu ürünleri kullanma eğilimleri. Düzce Üniversitesi Orman Fakültesi Ormancılık Dergisi, 9(2), 126-136.
• Ekinci, M. B. (2020). Tüketicilerin yeşil satın alma davranışının demografik faktörler, yeşil pazarlama algısı ve çevresel duyarlılık ve davranış düzeyleri yönünden incelenmesi: Niğde İli Örneği, Yüksek Lisans Tezi: Niğde Ömer Halisdemir Üniversitesi.
• Erbaşlar, G. (2012). Yeşil pazarlama. Mesleki Bilimler Dergisi (MBD), 1(2), 94-101.
• Evci, N. ve Aylar, F. (2017), Derleme: Ölçek Geliştirme Çalışmalarında Doğrulayıcı Faktör Analizinin Kullanımı. Sosyal Bilimler Dergisi, 4(10), 389-412.
• Ferraz, S. B., Buhamra, C., Laroche, M., & Veloso, A. R. (2017). Green products: A cross-cultural study of attitude, intention and purchase behavior. RAM. Revista de Administração Mackenzie, 18, 12-38.
• Finisterra do Paço, A. M., & Raposo, M. L. B. (2010). Green consumer market segmentation: empirical findings from Portugal. International Journal of Consumer Studies, 34(4), 429-436.
• Finisterra do Paço, A., Shiel, C., & Alves, H. (2019). A new model for testing green consumer behaviour. Journal of Cleaner Production, 207, 998-1006.
• Fritz, M. S. & MacKinnon, D. P. (2007). Required sample size to detect the mediated effect. Association for Psychological Science, 18(3), 233-239.
• Hair, J. F., Black, W.C., Babin, B. J. & Anderson, R. E. (2010). Multivariate Data Analysis, Seventh Edition, NewYork: Prentice Hall.
• Garip, S. (2022). Marka odaklılık-kalite bilinci ile çevre duyarlılığı ilişkisini x ve z kuşağı üzerinden nitel bir değerlendirme. Uluslararası Toplumsal Bilimler Dergisi, 6(1), 180-202.
• Gauthier, J. (2017). Sustainable business strategies: typologies and future directions. Society and Business Review. 12(1), 77-93.
• Gelderman, C. J., Schijns, J., Lambrechts, W., & Vijgen, S. (2021). Green marketing as an environmental practice: The impact on green satisfaction and green loyalty in a business‐to‐business context. Business Strategy and the Environment, 30(4), 2061-2076.
• Gordon, R., Carrigan, M., & Hastings, G. (2011). A framework for sustainable marketing. Marketing Theory, 11(2), 143-163.
• Groening, C., Sarkis, J., & Zhu, Q. (2018). Green marketing consumer-level theory review: A compendium of applied theories and further research directions. Journal of Cleaner Production, 172, 1848-1866.
• Jacobs, K., Petersen, L., Hörisch, J., & Battenfeld, D. (2018). Green thinking but thoughtless buying? An empirical extension of the value-attitude-behaviour hierarchy in sustainable clothing. Journal of Cleaner Production, 203, 1155-1169.
• Jaiswal, D., Singh, B., Kant, R., & Biswas, A. (2021). Towards green product consumption: effect of green marketing stimuli and perceived environmental knowledge in Indian consumer market. Society and Business Review. 17(1), 45-65.
• Juwaheer, T. D., Pudaruth, S., & Noyaux, M. M. E. (2012). Analyzing the impact of green marketing strategies on consumer purchasing patterns in Mauritius. World Journal of Entrepreneurship, Management and Sustainable Development. 8(1), 36-59.
• Karaman, D. (2021). Yeşil pazarlama bilgi düzeyi ve yaşam tatmininin yeşil ürün satın alma davranışına etkisi: Kuşaklararası bir araştırma. Erciyes Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, (58), 155-176.
• Khan, M. S., Saengon, P., Alganad, A. M. N., Chongcharoen, D., & Farrukh, M. (2020). Consumer green behaviour: An approach towards environmental sustainability. Sustainable Development, 28(5), 1168-1180.
• Kirchoff, J. F., Koch, C., & Nichols, B. S. (2011). Stakeholder perceptions of green marketing: the effect of demand and supply integration. International Journal of Physical Distribution & Logistics Management. 41(7), 684-696.
• Kirgiz, A. (2016). Green Marketing: A case study of the Sub-Industry in Turkey. Berlin: Springer.
• Kline, R. B., (2005). Principles and Practice of Structural Equation Modeling. New York: Guilford.
• Kong, W., Harun, A., Sulong, R. S., & Lily, J. (2014). The influence of consumers perception of green products on green purchase intention. International Journal of Asian Social Science, 4(8), 924-939.
• Leonidou, L. C., Leonidou, C. N., & Kvasova, O. (2010). Antecedents and outcomes of consumer environmentally friendly attitudes and behaviour. Journal of Marketing Management, 26(13-14), 1319-1344.
• Lubowiecki-Vikuk, A., Dąbrowska, A., & Machnik, A. (2021). Responsible consumer and lifestyle: Sustainability insights. Sustainable Production and Consumption, 25, 91-101.
• Machová, R., Ambrus, R., Zsigmond, T., & Bakó, F. (2022). The impact of green marketing on consumer behavior in the market of palm oil products. Sustainability, 14(3), 1364.
• Mahmoud, T. O. (2018). Impact of green marketing mix on purchase intention. International Journal of Advanced and Applied Sciences, 5(2), 127-135.
• Majerova, J. (2015: 553). Analysis of Slovak consumer's perception of the green marketing activities. Procedia Economics and Finance, 26, 553-560.
• Meffert, H. (2013). Marketing-Management: Analyse—Strategie—İmplementierung. Berlin: Springer-Verlag.
• Meydan, C. H. ve Şeşen, H. (2011). Yapısal Eşitlik Modellemesi AMOS Uygulamaları.Ankara: Detay Yayıncılık.
• Mukaromah, A. L., Teja, I. G. N. A. E., & Anggraini, N. P. N. (2019). The effect of green marketing, brand awareness and price perception on purchase decision. International Journal of Applied Business and International Management (IJABIM), 4(3), 75-83.
• Papadopoulou, M., Papasolomou, I., & Thrassou, A. (2021). Exploring the level of sustainability awareness among consumers within the fastfashion clothing industry: A dual business and consumer perspective. Competitiveness Review: An International Business Journal, 32(3), 350–375.
• Polonsky, M. J. (1995). A stakeholder theory approach to designing environmental marketing strategy. Journal of Business & Industrial Marketing. 10(3), 29-46.
• Punitha, S., Aziz, Y. A., & Abd Rahman, A. (2016). Consumers' perceptions of green marketing in the hotel industry. Asian Social Science, 12(1), 1.
• Rahman, A. S., Barua, A., Hoque, R., & Zahir, M. R. (2017). Influence of green marketing on consumer behavior: a realistic study on Bangladesh. Global Journal of Management and Business Research. 17(1), 1-9.
• Rahman, S. U., & Nguyen‐Viet, B. (2022). Towards sustainable development: Coupling green marketing strategies and consumer perceptions in addressing greenwashing. Business Strategy and the Environment. 1-14.
• Rausch, T. M., & Kopplin, C. S. (2021). Bridge the gap: Consumers’ purchase intention and behavior regarding sustainable clothing. Journal of Cleaner Production, 278, 123882.
• Roberts, J. A., & Bacon, D. R. (1997). Exploring the subtle relationships between environmental concern and ecologically conscious consumer behavior. Journal of Business Research, 40(1), 79-89.
• Schroeder, D. A., & Graziano, W. G. (Eds.). (2015). The Oxford Handbook of Prosocial Behavior. Oxford: Oxford University Press.
• Saleem, F., Khattak, A., Ur Rehman, S., & Ashiq, M. (2021). Bibliometric analysis of green marketing research from 1977 to 2020. Publications, 9(1), 1-13.
• Shabbir, M. S., Bait Ali Sulaiman, M. A., Hasan Al-Kumaim, N., Mahmood, A., & Abbas, M. (2020). Green marketing approaches and their impact on consumer behavior towards the environment—A study from the UAE. Sustainability, 12(21), 8977.
• Sharma, A. P. (2021). Consumers’ purchase behaviour and green marketing: A synthesis, review and agenda. International Journal of Consumer Studies, 45(6), 1217-1238.
• Straughan, R. D., & Roberts, J. A. (1999). Environmental segmentation alternatives: a look at green consumer behavior in the new millennium. Journal of Consumer Marketing.16(6), 558-575.
• Suki, N. M. (2013). Green products purchases: Structural relationships of consumers' perception of eco-label, eco-brand and environmental advertisement. Journal of Sustainability Science and Management, 8(1), 1-10.
• Sun, Y., Luo, B., Wang, S., & Fang, W. (2021). What you see is meaningful: Does green advertising change the intentions of consumers to purchase eco‐labeled products?. Business Strategy and the Environment, 30(1), 694-704.
• Sümer, N. (2002). Yapısal eşitlik modelleri: temel kavramlar ve örnek uygulamalar. Türk Psikoloji Yazıları, 3(6), 49-74.
• Szabo, S., & Webster, J. (2021). Perceived greenwashing: the effects of green marketing on environmental and product perceptions. Journal of Business Ethics, 171(4), 719-739.
• Şimşek, Ö. F. (2007). Yapısal Eşitlik Modellemesine Giriş: Temel İlkeler ve Lısrel Uygulamaları. Ekinoks Yayınları.
• Tabachnick, B. G. & Fidell, L.S., (2001) Using Multivariate Statistics. Boston: Allyn and Bacon. Bamberger.
• Tanner, C., & Wölfing Kast, S. (2003). Promoting sustainable consumption: Determinants of green purchases by Swiss consumers. Psychology & Marketing, 20(10), 883-902.
• Tseng, S. C., & Hung, S. W. (2013). A framework identifying the gaps between customers' expectations and their perceptions in green products. Journal of Cleaner Production, 59, 174-184.
• Turan, E. Z. (2019). Teacher canditates' environmental awareness and environmental sensitivity. International Journal of Higher Education. 8(4), 202-206.
• Uyar, A. (2019). Yeşil satin alma davranişi belirleyen unsurlarin yapisal eşitlik modellemesi ile incelenmesi. EKEV Akademi Dergisi, (77), 15-34.
• Vilkaite-Vaitone, N., Skackauskiene, I., & Díaz-Meneses, G. (2022). Measuring green marketing: Scale development and validation. Energies, 15(3), 718.
• Wu, S. I., & Chen, Y. J. (2014). The impact of green marketing and perceived innovation on purchase intention for green products. International Journal of Marketing Studies, 6(5), 81-100.
• Yeşil, M., & Turan, Y. (2020). Çevresel duyarlılık üzerine bir ölçek geliştirme çalışması. Ordu Üniversitesi Sosyal Bilimler Enstitüsü Sosyal Bilimler Araştırmaları Dergisi, 10(2), 418-435.
• Yılmaz, Z. (2020). Green product consumption analysis: Awareness, ınterest level and sensitivity of consumers. Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, (41), 594-614.
• Zhang, X., & Dong, F. (2020). Why do consumers make green purchase decisions? Insights from a systematic review. International Journal of Environmental Research and Public Health, 17(18), 6607.