The Effect of Green Advertising and Green Brand Awareness on Green Customer Satisfaction: The Mediating Role of Green Purchasing Behavior

Öz

The study was carried out to determine the effect of green advertising and green brand awareness on green purchasing behavior and green customer satisfaction. In the present study, it has been tried to determine how green advertising affects green purchasing behavior with the factor of green brand awareness and how the products purchased on the basis of related purchasing behavior provide green satisfaction with the claims used in green ads. Within the scope of the research, the convenience sampling method was applied from non-random samples. The number of samples was evaluated on the basis of the data in the 430 questionnaire forms. Smart PLS 3 (Partial Least Squares) statistics program was used to test the hypotheses in the study. According to the results obtained, a positive effect of green advertising and green brand awareness on green purchasing behavior has been determined. Similarly, it was determined that green purchasing behavior, green advertising and green brand awareness positively affect green customer satisfaction. In the study, the mediating role of green purchasing behavior in creating green customer satisfaction is also tried to be determined. As a result of the analyzes carried out, it was determined that green purchasing behavior partially mediates green advertising and green brand awareness and green customer satisfaction.

Anahtar Kelimeler

• Green advertisement
• Green brand awareness
• Green buying behavior
• Green customer satisfaction

Yeşil Reklam ve Yeşil Marka Farkındalığın Yeşil Müşteri Tatmini Üzerindeki Etkisi: Yeşil Satın Alma Davranışının Aracılık Rolü

Öz

Çalışma, yeşil reklam ve yeşil marka farkındalığının yeşil satın alma davranışı ve yeşil müşteri tatminine olan etkisini belirlemek amacıyla gerçekleştirilmiştir. Mevcut çalışmada, yeşil reklamcılığın yeşil marka farkındalığı faktörüyle birlikte yeşil satın alma davranışını nasıl etkilediği ve ilgili satın alma davranışı temelinde satın alınan ürünlerin yeşil reklamlarda kullanılan iddialarla nasıl yeşil tatmin sağladığı tespit edilmeye çalışılmıştır. Araştırma kapsamında tesadüfi olmayan örneklemelerden kolayda örneklem yöntemi uygulanmıştır. Örneklem sayısı 430 anket formunda yer alan verilerden yola çıkarak değerlendirilmiştir. Araştırmada hipotezlerin test edilmesi için Smart PLS 3 (Partial Least Squares) istatistik programı kullanılmıştır. Elde edilen sonuçlara göre yeşil reklamın ve yeşil marka farkındalığının yeşil satın alma davranışı üzerinde olumlu yönde etkisi tespit edilmiştir. Benzer şekilde yeşil satın alma davranışının, yeşil reklamın ve yeşil marka farkındalığının yeşil müşteri tatminini olumlu yönde etkilediği belirlenmiştir. Çalışmada ayrıca yeşil satın alma davranışının yeşil müşteri tatmini oluşturmadaki aracılık rolü de tespit edilmeye çalışılmıştır. Gerçekleştirilen analizler neticesinde yeşil satın alma davranışının yeşil reklam ve yeşil marka farkındalığı ile yeşil müşteri tatminine kısmen aracılık ettiği belirlenmiştir.

Anahtar Kelimeler

• Yeşil reklam
• Yeşil marka farkındalığı
• Yeşil satın alma davranışı
• Yeşil müşteri tatmini

Kaynakça

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