Yeşil tüketim ve yeşil satın alma davranışları: Prososyal tutumun etkisi ve yeşil reklamlara duyarlılığın aracılık rolü

Yıl 2024, Cilt: 14 Sayı: 3, 1709 - 1726, 29.09.2024

Sinem Onat , Cemal Yükselen

https://doi.org/10.30783/nevsosbilen.1519589

Öz

Bu çalışmanın amacı, genel prososyal tutumun yeşil tüketim değerlerine etkisini ve yeşil tüketim değerlerinin yeşil satın alma davranışına etkisini tespit etmek, yeşil reklamlara duyarlılığın bu etkideki aracılık rolünü incelemektir. Önerilen kavramsal model, çevrimiçi anket aracılığıyla, İstanbul’da yaşayan 18 yaşından büyük ve farklı yaş ve cinsiyet gruplarındaki 779 tüketiciye uygulanan anket ile toplanan veriler ile test edilmiştir. Çalışmanın sonucunda, genel prososyal tutumun yeşil tüketim değerlerine ve yeşil tüketim değerlerinin de yeşil satın alma davranışına olumlu etkisi olduğu, yeşil reklamlara duyarlılığın bu etkiye aracılık ettiği tespit edilmiştir. Yeşil satın alma davranışı ve genel prososyal tutum ilişkisi, tüketicilerin çevresel sorumluluklarını toplumsal dayanışma ile birleştirdiği bir çerçevede şekillenmektedir. Bu ilişki; sürdürülebilirlik ve prososyal davranışın birlikte değerlendirilmesini destekler ve sürdürülebilir ve toplum merkezli davranış modellerinin gelişmesine olanak sağlar. Çalışma, yeşil satın alma davranışının ve sürdürülebilir tüketim alışkanlıklarının toplum nezdinde teşvik edilmesi amacıyla, pazarlama iletişimi strateji geliştirmede genel prososyal tutumun göz önünde bulundurulması ve farklı hedef gruplarına yönelik farklı pazarlama iletişimi stratejileri geliştirilmesi gerektiğini ortaya koyarak önemli bir katkı sağlamaktadır.

Anahtar Kelimeler

Sürdürülebilir Pazarlama, Genel Prososyal Tutum, Yeşil Satın Alma Davranışı, Yeşil Tüketim, Yeşil Reklam

YEŞİL TÜKETİM VE YEŞİL SATIN ALMA DAVRANIŞLARI: PROSOSYAL TUTUMUN ETKİSİ VE YEŞİL REKLAMLARA DUYARLILIĞIN ARACILIK ROLÜ

Öz

The aim of this study is to assess the impact of general prosocial attitudes on green consumption values and the effect of these values on green purchasing behavior, while examining the mediating role of sensitivity to green advertisements. The proposed conceptual model was tested using data collected through an online survey administered to 779 consumers aged 18 and over, residing in Istanbul, from various age and gender groups. The findings reveal that general prosocial attitudes positively influence green consumption values, which in turn positively affect green purchasing behavior. Sensitivity to green advertisements was found to mediate these effects. The relationship between green purchasing behavior and general prosocial attitudes is shaped within a framework that combines environmental responsibility with social solidarity. This supports the joint consideration of sustainability and prosocial behavior, facilitating the development of sustainable and socially focused behavior models. This study contributes significantly by highlighting the importance of incorporating general prosocial attitudes into marketing communication strategies aimed at promoting green purchasing behavior and sustainable consumption habits, suggesting the development of tailored strategies for different target groups.

Anahtar Kelimeler

Sustainable marketing, General prosocial attitude, Green purchasing behavior, Green consumption, Green advertising

Kaynakça

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