Planlı Davranış Teorisi Kapsamında Yeşil Otelleri Tavsiye Etme Davranışı ve Satın Alma Niyetinin İncelenmesi

Öz

Son yıllarda küresel ısınma, kirlilik, doğadaki biyolojik çeşitliliğin yok edilmesi, ozon tabakasının incelmesi, ormansızlaşma ve çölleşme gibi birçok çevresel sorun giderek daha önemli hale gelmiştir. Artan ciddi çevre sorunları toplumun çevreyi koruma endişesini uyandırmış ve bireylerin davranışlarının çevre üzerinde önemli bir etkiye sahip olmasından dolayı insanlar yeşil ürünlere yönelmiştir. Bu nedenle tüm sektörlerde yeşil uygulamaların gerekliliği ihtiyacı ortaya çıkmıştır. Özellikle büyük ölçüde çevrenin refahına bağlı bir sektör olan turizm sektöründe bu ihtiyaç kendini daha belirgin bir şekilde hissettirmektedir. Bu bağlamda çalışmanın amacı, planlı davranış teorisi kapsamında yeşil otelleri tavsiye etme davranışı ve satın alma niyeti arasındaki ilişkinin incelenmesidir. Araştırma kapsamında 569 kişiden çevrimiçi anket tekniği ile veriler toplanmıştır. Verilere AMOS ile Yapısal Eşitlik Modellemesi (YEM) kapsamında ölçme modeli ve analizi yapılmıştır. YEM Analizi sonuçlarına göre ise tutum, sübjektif normlar ve algılanan davranışsal kontrol değişkenleri tavsiye etme davranışını ve satın alma niyetini pozitif ve anlamlı bir şekilde etkilemektedir. Ayrıca tavsiye etme davranışı ve satın alma niyetini de pozitif ve anlamlı bir şekilde etkilemektedir.

Anahtar Kelimeler

• Planlı davranış teorisi
• yeşil otel
• tavsiye etme
• satın alma niyeti
• YEM

Investigation of Green Hotels Recommendation Behavior and Purchasing Intention within the Scope The Theory of Planned Behavior

Öz

In recent years, many environmental problems such as global warming, pollution, destruction of biodiversity in nature, depletion of the ozone layer, deforestation and desertification have become more and more important. Increasing serious environmental problems have aroused the concern of the society to protect the environment and people have turned to green products and services because the behaviors of individuals have a significant impact on the environment. For this reason, the necessity of green practices in all sectors has emerged. Especially in the tourism sector, which is a sector that is largely dependent on the welfare of the environment, this need makes itself felt more prominently. In this context, the aim of the study is to examine the relationship between green hotel recommendation behavior and purchase intention within the scope of theory of planned behavior. Within the scope of the research, data were collected from 569 people using the online survey technique. Measurement model and SEM analysis were performed on the data within the scope of AMOS Structural Equation Modeling (SEM). According to the results of SEM Analysis, attitudes, subjective norms and perceived behavioral control variables positively and significantly affect recommendation behavior and purchase intention. It also positively and significantly affects recommender behavior and purchase intention.

Anahtar Kelimeler

• Planned behavior theory
• green hotel
• recommendation
• purchase intention
• SEM.

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