Çevresel Bilginin Müslüman Dostu Turizm Ürünü Satın Alma Niyetine Etkisi: Çevre Bilinçli Tüketici Davranışının Aracı Rolü

Öz

Bu araştırma, çevresel bilginin Müslüman dostu turizm (MDT) ürünü satın alma niyeti üzerindeki etkisini belirlemeyi amaçlamaktadır. Ayrıca, çevre bilinçli tüketici davranışının söz konusu ilişkide aracı bir rol üstlenip üstlenmediğinin ortaya konulması da araştırmanın diğer temel amaçlarından biridir. Araştırmada nicel araştırma yöntemi benimsenmiş ve veriler anket tekniği aracılığıyla toplanmıştır. Araştırma verileri, İstanbul’da düzenlenen Dünya Helal Zirvesi ve Helal Expo adlı uluslararası platformu ziyaret eden yerli ve yabancı helale duyarlı turistlerden (HDT) elde edilmiş olup, analizler 241 geçerli anket üzerinden gerçekleştirilmiştir. Analiz sonuçları, çevresel bilginin MDT ürünü satın alma niyeti üzerinde doğrudan anlamlı bir etkisinin bulunmadığını; ancak çevre bilinçli tüketici davranışını pozitif yönde etkilediğini göstermektedir. Bununla birlikte, HDT’lerin çevre bilinçli tüketici davranışlarının satın alma niyetini anlamlı ve pozitif yönde etkilediği ve çevresel bilgi ile MDT ürünü satın alma niyeti arasındaki ilişkide aracılık rolü üstlendiği belirlenmiştir.

Anahtar Kelimeler

• Çevresel Bilgi
• Çevre Bilinçli Tüketici Davranışı
• Müslüman Dostu Turizm Ürünü
• Satın Alma Niyeti
• Turizm

The Effect of Environmental Knowledge on Purchase Intention for Muslim- Friendly Tourism Products: The Mediating Role of Environmentally Conscious Consumer Behavior

Öz

This study aims to examine the effect of environmental knowledge on the purchase intention of Muslim-friendly tourism (MFT) products. It also seeks to investigate whether environmentally conscious consumer behavior mediates this relationship. A quantitative research approach was adopted, and data were collected using a structured questionnaire. The study sample consisted of domestic and international halal-sensitive tourists (HSTs) attending the World Halal Summit and Halal Expo held in Istanbul, yielding a total of 241 valid responses for analysis. The findings indicate that environmental knowledge does not have a significant direct effect on the purchase intention of MFT products; however, it exerts a positive influence on environmentally conscious consumer behavior. Furthermore, environmentally conscious consumer behavior was found to have a significant positive effect on purchase intention and to mediate the relationship between environmental knowledge and the purchase intention of MFT products.

Anahtar Kelimeler

• Environmental Knowledge
• Environmentally Conscious Consumer Behavior
• Muslim-Friendly Tourism Product
• Purchase Intention
• Tourism

Kaynakça

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