YEŞİL REKLAMLARA YÖNELİK TUTUMLARIN ÇEVRESEL DUYARLILIĞA ETKİSİ: ÇEVRESEL KAYGININ ARACILIK ROLÜ

Yıl 2016, Cilt: 11 Sayı: 2, 112 - 139, 11.04.2016

LEYLA Leblebici Koçer TUĞBA Delice

Öz

Bu araştırma, yeşil reklamlara yönelik tutumların çevresel duyarlılığı etkileyip etkilemediğini ortaya çıkartmak ve bu etki üzerinde önemli olarak düşünülen çevresel kaygı faktörünün de aracılık rolü olup olmadığını belirlemek amacıyla yapılmıştır. Araştırmada 360 kişiden yüz yüze anket yöntemiyle veriler toplanmıştır. Ankette 5’li Likert ölçeğiyle oluşturulmuş biri yeşil reklamlarla ilgili diğeri çevresel duyarlılık ve çevresel kaygı ile ilgili iki farklı ölçeğe ve cevaplayıcılarla ilgili demografik sorulara yer verilmiştir. Araştırma sonucuna göre, çevresel duyarlılıkla yeşil reklamlara yönelik olumlu tutumlar arasında aynı yönlü bir ilişki olduğu belirlenmiştir. Aynı zamanda, yeşil reklamlara yönelik olumlu tutumların çevresel duyarlılığı etkilediği ve yeşil reklamlara yönelik tutumlar ile çevresel duyarlılık arasındaki ilişkide çevresel kaygının aracılık rolü olduğu tespit edilmiştir. Yeşil reklamlara yönelik olumlu tutum sergileyen tüketicilerin çevreye daha duyarlı oldukları ve bu duyarlılıkta da çevresel kaygının etkisi olduğundan söz edilebilir. İşletmelerin yeşil reklam sunumlarında bu etkiyi göz önünde bulundurarak ürüne ve reklama yönelik pozitif tutum oluşturacak stratejiler belirlemeleri yararlarına olacaktır.

Anahtar Kelimeler

Yeşil Pazarlama, Yeşil Reklamlar; Çevresel Duyarlılık; Çevresel Kaygı; Tüketiciler

Kaynakça

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