EKOLOJİK BİLİNÇLİ TÜKETİCİ DAVRANIŞININ ÖNCÜLLERİ VE YEŞİL SATIN ALMA NİYETİNE ETKİSİNİN İNCELENMESİ

Öz

Çevresel kaygılar uzun süredir hem şirketlerin hem de tüketicilerin gündeminde yer almakta ve bilimsel çalışmalara konu olmaktadır. Çevre sorunlarının artması tüketicilerin ekolojik yönden bilinçli davranmalarına neden olmuştur. Ekolojik bilinçli tüketici davranışı, “bireylerin çevrenin korunması için belirli istek ve ihtiyaçlarını ertelemeleri veya bu istek ve ihtiyaçlarından vazgeçmelerinin doğuracağı yoksunluklara razı olmaları” olarak ifade edilmektedir. Bu çalışma, çevreye duyarlı tüketici davranışlarının altında yatan nedenleri ve ekolojik bilinçli tüketici davranışının yeşil satın alma niyetine yol açıp açmadığını incelemek amacıyla yapılmıştır. Bu çalışmada, kolayda örnekleme yöntemi kullanılarak Türkiye’de yaşayan 440 tüketiciye çevrimiçi anket uygulanmıştır. Anket çalışması 01.05.2021 ile 20.05.2021 tarihleri arasında gerçekleştirilmiştir. Erciyes Üniversitesi Etik Kurulu’ndan 27.04.2021 tarihinde 195 numaralı “Etik Kurul Onay Belgesi” alınmıştır. Veriler yapısal eşitlik modellemesi ile analiz edilmiştir. Araştırmanın bulguları, genel çevre bilgisi ve eko-etiket bilgisinin çevreye yönelik tutum üzerinde istatistiksel olarak anlamlı bir etkiye sahip olduğunu; çevreye karşı tutumun ekolojik bilinçli tüketici davranışı üzerinde anlamlı bir etkisi olduğunu ve ekolojik bilinçli tüketici davranışının yeşil satın alma niyeti üzerinde anlamlı bir etkiye sahip olduğunu göstermektedir.

Anahtar Kelimeler

• Genel Çevre Bilgisi
• Eko-Etiket Bilgisi
• Tutum
• Ekolojik Tüketici
• Yeşil Satın Alma Niyeti

ANALYSIS OF THE ANTECEDENTS OF ECOLOGICALLY CONSCIOUS CONSUMER BEHAVIOR AND ITS EFFECT ON GREEN PURCHASE INTENTION

Öz

Environmental concerns have been on the agenda of both companies and consumers for a long time and have been the subject of scientific studies. The increase in environmental problems has caused consumers to behave ecologically consciously. Ecologically conscious consumer behavior is expressed as “individuals’ postponement of certain requests and needs for the protection of the environment or giving up these requests and needs, sacrificing some costs.” This study was carried out to examine the underlying reasons of environmentally conscious consumer behavior and whether ecologically conscious consumer behavior leads to green purchasing intention or not. In this study, an online questionnaire was applied to 440 consumers living in Turkey by using convenience sampling method. The questionnaire was applied between 01.05.2021 and 20.05.2021. “The Ethics Committee Approval Certificate” with the number of 195 has been taken on 27.04.2021 from the Ethics Committee of Erciyes University. The data were analyzed through structural equation modeling. The findings of the study show that general environmental knowledge and eco-label knowledge have statistically significant effect on attitude towards environment; the attitude towards environment has a meaningful effect on ecologically conscious consumer behavior and ecologically conscious consumer behavior has an effect on green purchase intention

Anahtar Kelimeler

• General Environmental Knowledge
• Eco-label Knowledge
• Attitude
• Ecological Consumer
• Green Purchase Intention

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