SADAKATİN RENGİ: YEŞİL SADAKAT PROGRAMINA KATILIMIN DAVRANIŞSAL VE ALGISAL ANALİZİ

Öz

Sürdürülebilirlik girişimleri yaygın olsa da, tüketicilerin yeşil sadakat programlarına (GLP) ilişkin algıları ve katılımları üzerine yapılan araştırmalar sınırlı kalmaktadır. Mevcut çalışmalar değerleri ve tutumları vurgulamakta, ancak çevre okuryazarlığı, sürdürülebilirlik faydalarının ve yeşil yıkama şüpheciliğinin birleşik etkilerini göz ardı etmektedir. Bu boşluk önemlidir, çünkü yanıltıcı iddialar güveni zedeler ve GLP'lerin etki kapasitesini zayıflatır. Davranışsal Muhakeme Teorisi'nden yola çıkan bu çalışma, çevre okur yazarlığı, algılanan faydalar ve yeşil yıkama algılarını GLP'lere yönelik tutum ve niyetlerle ilişkilendiren yapısal ve deneysel bir model geliştirmiş ve test etmiştir. Tüketici anketinden elde edilen veriler, kovaryans tabanlı yapısal eşitlik modellemesi ve üç program türü (yeşil satın alma, satın almama ve bağış) ve çeşitli davranışsal görünürlük düzeyleri arasında çok gruplu analiz kullanılarak analiz edilmiştir. Sonuçlar, eko-okuryazarlığın algılanan faydaları artırırken yeşil yıkama şüpheciliğinin etkisini sınırladığını göstermektedir. Algılanan sürdürülebilirlik faydaları, niyetlerin en güçlü belirleyicisi olan tutumları güçlü bir şekilde etkilemiştir. Yeşil yıkama algıları, tutumları atlayarak niyetler üzerinde mütevazı bir doğrudan etki yapmıştır. Program türü önemlidir: satın almama ve bağışa dayalı programlar, satın almaya dayalı programlardan daha olumlu değerlendirmeler almıştır. Davranışsal görünürlük, bazen sosyal yargı endişelerini uyandırarak katılımı caydırarak karışık etkiler yarattı. Bu çalışma, Davranışsal Akıl Yürütme Teorisini sürdürülebilirlik pazarlamasına uygulayarak, olumlu ve olumsuz akıl yürütmeyi eşzamanlı olarak ortaya koymakta ve şeffaf, düşük maliyetli, anlamlı program tasarımına rehberlik etmektedir.

Anahtar Kelimeler

• Yeşil sadakat programları
• Çevre okuryazarlığı
• Yeşil yıkama
• Sürdürülebilirlik pazarlaması
• Tüketici tutumları
• Davranışsal Muhakeme Teorisi

THE COLOR OF LOYALTY: A BEHAVIORAL AND PERCEPTUAL ANALYSIS OF GREEN LOYALTY PROGRAM ENGAGEMENT

Öz

Although sustainability initiatives are widespread, research on consumer perceptions of and participation in green loyalty programs (GLP) remains limited. Existing studies stress values and attitudes but neglect the combined effects of eco-literacy, sustainability benefits, and greenwashing skepticism. This omission matters as misleading claims erode trust and weaken GLPs’ capacity for impact. Guided by Behavioral Reasoning Theory, this study developed and tested a structural and experimental model linking eco-literacy, perceived benefits, and greenwashing perceptions to attitudes and intentions toward GLPs. Data from a consumer survey were analyzed via structural equation modeling and multigroup analysis across three program types (green purchase, nonpurchase, and donation) and varying levels of behavioral visibility. Results show that eco-literacy enhanced perceived benefits while limiting the effect of greenwashing skepticism. Perceived sustainability benefits strongly influenced attitudes, which were the strongest predictor of intentions. Greenwashing perceptions exerted a modest direct effect on intentions, bypassing attitudes. Program type mattered: nonpurchase and donation-based schemes produced more favorable evaluations than purchase-based programs. Behavioral visibility had mixed effects, sometimes discouraging participation by evoking concerns of social judgment. This study extends Behavioral Reasoning Theory to sustainability marketing, showing concurrent positive and negative reasoning, guiding transparent, low-cost, meaningful program design.

Anahtar Kelimeler

• Green loyalty programs
• Eco-literacy
• Greenwashing
• Sustainability marketing
• Consumer attitudes
• Behavioral Reasoning Theory

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