Yeşil Satın Alma Niyetini Etkileyen Faktörler: Bütünleştirilmiş Bir Model

Yıl 2023, Cilt: 18 Sayı: 1, 271 - 288, 01.04.2023

Leyla Gödekmerdan Önder Arzu Deniz Çakıroğlu

https://doi.org/10.17153/oguiibf.1239741

Öz

Bu çalışmanın temel amacı tüketicilerin yeşil ürün satın alma niyetini etkileyen risk, değer, kalite, güven ve viral iletişim değişkenlerini bütünleştirilmiş bir model çerçevesinde değerlendirmektir. Bu amaçla Ankara ilinde bir anket çalışması yürütülerek veriler analiz edilmiştir. Uygulama alanı olarak hazır giyim ve tekstil sektörü ele alınmıştır. Elde edilen sonuçlara göre yeşil algılanan değer, kalite ve viral iletişim tüketicilerin yeşil hazır giyim ürünleri satın alma niyeti üzerinde etkilidir. Öte yandan algılanan risk ve güvenin yeşil hazır giyim ve tekstil ürünleri satın alma niyetini etkilemediği tespit edilmiştir. Ek olarak yeşil hazır giyim ürünleri satın alma niyeti satın alma davranışı üzerinde pozitif bir etkiye sahiptir.

Anahtar Kelimeler

Algılanan Yeşil Risk, Algılanan Yeşil Değer, Algılanan Yeşil Kalite, Algılanan Yeşil Güven, Yeşil Viral İletişim, Green Perceived Risk, Green Perceived Value, Green Perceived Quality, Green Perceived Trust, Green Viral Communication (green WOM)

Factors Affecting Green Purchase Intention: An Integrated Model

Öz

Within the framework of an integrated model, the primary objective of this study is to identify how risk, value, quality, trust, and viral communication influence green purchase intentions. In order to achieve this objective, a survey study was carried out in Ankara, and the resulting data were evaluated. As an application area, the ready-made apparel and garment sector is picked. The results indicate that perceived value, quality, and viral communication are effective in increasing consumers' intents to purchase green, ready-made apparel products. On the other hand, it has been determined that perceived risk and trust do not influence consumers' intentions for these products. Moreover, purchasing intentions for green ready-to-made clothing have a positive influence on purchasing behavior.

Anahtar Kelimeler

Green Perceived Risk, Green Perceived Value, Green Perceived Quality, Green Perceived Trust, Green Viral Communication (green WOM)

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