ÇEVRESEL KAYGININ VE ALGILANAN PAZAR ETKİSİNİN YEŞİL ÜRÜN SATIN ALMA DAVRANIŞINDAKİ ROLÜ

Öz

Bu çalışma çevresel kaygının ve algılanan pazar etkisinin yeşil ürün satın alma davranışı üzerindeki etkisini incelemeyi amaçlamaktadır. Ek olarak, çevresel sürdürülebilirlik bilincinin ve çevresel kaygının yeşil ürün satın alma davranışı üzerindeki etkisini tutum-niyet ilişkisinde incelemektedir. Araştırmada kartopu örnekleme metodu tercih edilmiş ve çevrimiçi anket yardımıyla veriler toplanmıştır. Geliştirilen modelin değerlendirme aşamasında, öncelikle açıklayıcı ve doğrulayıcı faktör analizi yapılmış sonrasında ise modeldeki ilişkilerin gücünü ve etki düzeyini belirleyebilmek için path (yol) analizi yapılmıştır. Analizler sonucunda sınanan modelin, kabul edilebilir uyum sağladığı tespit edilmiştir. Araştırma bulguları, çevresel sürdürülebilirlik bilincinin, çevresel kaygıyı güçlü bir şekilde (0.87) doğrudan etkilediği buna karşın yeşil ürünlere karşı tutum üzerinde doğrudan bir etkisinin olmadığını göstermektedir. Ayrıca çevresel kaygının, yeşil ürün satın alma davranışında algılanan pazar etkisi üzerinden dolaylı (0.49) etkisinin, doğrudan (0.33) etkisinden yüksek olduğu gözlenmiştir. Bu sonuçlar, çevresel kaygı duyan tüketicilerin yeşil ürün satın alma davranışını sergilemelerinde algılanan pazar etkisinin doğrudan ve dolaylı etkisini ortaya koymaktadır. Bu araştırma yeşil ürün satın alma davranışının belirleyicileri hakkında ipuçları sunduğundan uygulayıcılara; literatürde sınırlı şekilde çalışılan algılanan pazar etkisinin yeşil ürün satın alma davranışındaki rolünü ortaya koyduğundan teorisyenlere katkı sağlamaktadır.

Anahtar Kelimeler

• Yeşil Ürün Satın Alma
• Çevresel Sürdürülebilirlik Bilinci
• Çevresel Kaygı
• Algılanan Pazar Etkisi

THE ROLE OF ENVIRONMENTAL CONCERN AND PERCEIVED MARKETPLACE INFLUENCE IN GREEN PRODUCT PURCHASING BEHAVIOR

Öz

This study aims to examine the effect of environmental concern and perceived marketplace influence on green product purchasing behavior. In addition, it examines the effect of environmental sustainability awareness and environmental concern on green product purchasing behavior in the attitude-intention relationship. Snowball sampling method was preferred in the research and data were collected with the help of an online survey. In the evaluation phase of the developed model, firstly explanatory and confirmatory factor analysis was performed, and then path analysis was performed to determine the strength and effect level of the relationships in the model. As a result of the analysis, it was determined that the tested model provided an acceptable fit. Research findings show that environmental sustainability awareness strongly (0.87) directly affects environmental concern, whereas it does not have a direct effect on attitude towards green products. It was also observed that the indirect (0.49) effect of environmental concern on the perceived marketplace influence on green product purchasing behavior is higher than its direct (0.33) effect. These results reveal the direct and indirect effects of the perceived marketplace influence on the green product purchasing behavior of environmentally concerned consumers. As this research provides clues about the determinants of green product purchasing behavior, practitioners can; it contributes to theorists as it reveals the role of the perceived marketplace influence, which has been studied in a limited way in the literature, in green product purchasing behavior.

Anahtar Kelimeler

• Green product purchasing
• Environmental Sustainability Awareness
• Environmental Concern
• Perceived Marketplace Influence.

Kaynakça

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