TPB Teorisini Kullanarak Yeşil Pazarlama Stratejilerinin Havayolu Tüketicilerinin Satın alma Davranışlarına Etkisinin İncelenmesi

Öz

Çevresel sorunlar, yeşil pazarlama kavramının ortaya çıkmasından bu yana şirketler arasında daha yeşil politikalar uygulayarak tüketici potansiyellerinin zihninde olumlu imaj oluşturmak için popüler oldu. İşletmelerin bu stratejik davranışı, hava taşımacılığının doğaya olan olumsuz etkilerini en aza indirmek için hava taşımacılığının neden olduğu farklı çevresel sorunlarla uğraşan havayolu şirketlerinin de ortak uygulamasıdır. Çalışma, havayolu firmalarının çevresel pazarlama kapsamında oluşturdukları politikaların Türk yolcuların satın alma davranışları üzerindeki etkisini ölçmeyi amaçlamaktadır. Araştırma temel olarak TPB'yi iki yeni değişkenle genişletmektdir. Geliştirilen araştırma modeli Yapısal Eşitlik Modellemesi tekniğiyle analiz edildi. Veriler, internet üzerinden dağıtılan anketler yardımıyla 350 havayolu yolcusundan elde edildi. Araştırma bulguları, Çevresel Kaygıların (ÇK) ve Fiyat Uygunluğunun (FU), Tutum (TU), Sübjektif Normlar (SN) ve Algılanan Davranışsal Kontrol (ADK) yapılarını olumlu yönde etkilediğini göstermektedir. TU, SN ve ADK değişkenleri %60 varyansla Satın Alma Niyetinin (SN) oluşmasında büyük önem taşımakta ve bu durum %90 varyansla Satın Alma Davranışına (SD) dönüşmektedir. Bu çalışma, genişletilmiş bir araştırma modeli önererek, havayollarının çevresel pazarlama faaliyetlerinin hava taşımacılığı yolcularının satın alma davranışları üzerindeki etkisinin anlaşılmasına katkıda bulunmaktadır.

Anahtar Kelimeler

• Yeşil Pazarlama
• TPB teorisi
• Satın Alma Davranışı

EXAMINING THE EFFECT OF GREEN MARKETING STRATEGIES ON AIRLINE CONSUMERS' PURCHASING BEHAVIOR IN THE SCOPE OF THEORY OF PLANNED BEHAVIOR (TPB)

Öz

Environmental problems have been popular among companies to generate a positive image in their potential consumers’ minds by implementing greener policies since the green marketing concept emerged. This strategic behavior of companies is also a common practice of airline companies that have been dealing with different environmental issues caused by air transportation to minimize their negative effect on nature. The goal of the study is to measure the impact of the policies generated by airway firms in the context of environmental marketing on the buying behavior of Turkish air passengers. The research basically attempts to modify TPB with two new constructs. The developed research model was analyzed using the Structural Equation Modelling method. The data was obtained from 350 airline passengers with the help of questionnaires distributed online. Research findings show that Environmental Concerns (EC) and Price Fairness (PF) positively affect Attitude (AT), Subjective Norms (SN), and Perceived Behavioral Control (PBC) constructs. AT, SN, and PBC variables are of vital importance in generating purchase intention (PI) with a %60 variance, and it turns into purchase behavior (PB) with a rate of %90. This research advances our knowledge of the impact of airlines’ environmental marketing activities on air passengers’ buying behavior by proposing a modified research model.

Anahtar Kelimeler

• green marketing
• purchase behavior
• tpb theory

Kaynakça

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