Kolektivist Kültürde Z Kuşağının Yeşil Satın Alma Niyeti: Çevre Yanlısı Öz Kimlik ve Dijital Bağımlılığın Etkisi Üzerine Bir Araştırma

Yıl 2025, Cilt: 18 Sayı: 4, 1091 - 1117, 27.10.2025

Selman Temiz

Öz

Bu araştırmanın amacı, tüketim pazarında her geçen gün daha fazla söz sahibi olan Z kuşağı bireylerin kolektivizm eğilimlerinin, yeşil satın alma niyeti üzerindeki etkisi ve bu etkide çevre yanlısı öz kimliğin aracı rolünün incelenmesidir. Ayrıca araştırma ile dijital bağımlılığın söz konusu ilişki ağındaki düzenleyicilik etkisi de incelenerek yeşil tüketim konusuna farklı bir bakış kazandırılması hedeflenmiştir. Araştırmada 251 katılımcıya kolayda örneklem yöntemiyle çevrimiçi anket uygulanmıştır. Elde edilen veriler SmartPLS ve Process Makro v4.2 aracılığıyla analiz edilmiştir. Elde edilen bulgular, kolektivizmin, yeşil satın alma niyeti ve çevre yanlısı öz kimlik üzerinde anlamlı bir etkisinin olduğunu göstermektedir. Ayrıca, çevre yanlısı öz kimliğin, yeşil satın alma niyetini pozitif yönde etkilediği ve bu ilişki içerisinde aracı bir rol üstlendiği tespit edilmiştir. Ancak, çalışma kapsamında dijital bağımlılığın herhangi bir düzenleyici etkisi belirlenememiştir. Yeşil satın alma niyeti yoğun çalışılan bir alan olmakla beraber konunun dijital bağımlılık kapsamında ele alınması literatüre yeni bir katkı sağlamıştır. Ayrıca, zamanla değişebilen kolektivizm gibi kültürel değerlerin yeşil tüketim davranışı özelinde Z kuşağı perspektifinden incelenmesi özgün sonuçlara ulaşılmasına imkân tanımıştır.

Anahtar Kelimeler

Yeşil Satın Alma Niyeti , Kolektivizm , Çevre Yanlısı Öz Kimlik , Dijital Bağımlılık

Green Purchase Intention of Generation Z in a Collectivist Culture: A Study on the Effects of Pro-Environmental Self-Identity and Digital Addiction

Öz

This study aims to examine the impact of collectivism tendencies of Generation Z individuals, who are becoming increasingly influential in the consumer market, on green purchase intention and the mediating role of pro-environmental self-identity in this effect. Additionally, this study aims to provide a different perspective on green consumption by investigating the moderating effect of digital addiction within this relational network. In this study, an online survey was administered to 251 participants selected through convenience sampling. The collected data were analyzed using SmartPLS and Process Macro v4.2. These findings indicate that collectivism has a significant impact on both green purchase intention and pro-environmental self-identity. Furthermore, pro-environmental self-identity positively influences green purchase intention and plays a mediating role in this relationship. However, within the scope of this study, no moderating effect of digital addiction was found. While green purchase intention is a widely studied area, addressing this topic in the context of digital addiction provides a new contribution to the literature. Additionally, examining dynamic cultural values such as collectivism from the perspective of Generation Z within the context of green consumption behavior has enabled the attainment of novel findings.

Anahtar Kelimeler

Green Purchase Intention , Collectivism , Pro-Environmental Self Identity , Digital Addiction

Kaynakça

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