BÜTÜNLEŞİK AMACA YÖNELİK DAVRANIŞ MODELİ İLE ÇEVRECİ ÜRÜN SATIN ALMA NİYETİNİN İNCELENMESİ

Öz

Çevresel problemlerin giderek arttığı ve etkilerinin ağır şekilde yaşandığı günümüzde bireylerin çevre bilincine ve çabaya sahip olmaları önemlidir. Bu noktada çevreci ürün satın alma niyetlerini etkileyen faktörleri davranışsal süreçleri içerisinde açıklamak, çevre için atılacak adımlarda yol gösterici olabilecektir. Bu doğrultuda çevreci ürün satın alma niyetinin öncüllerini tespit etmek, bireylerin karar verme süreçlerini etkileyen motivasyonları anlamak ve açıklayabilmek için çevreci ürün satın alma niyeti amaca yönelik davranış modeli kapsamında incelenmiştir. Çalışma Erzurum merkez ilçede 300 kişinin katılımıyla gerçekleştirilmiştir. Toplanan veriler yapısal eşitlik analizi ile analiz edilmiş; çevreci ürün satın alma niyeti üzerinde en yüksek etkiye sahip değişkenlerin davranışsal istek ve öngörülen pozitif duygular olduğu görülmüştür. En düşük etkiye öngörülen negatif duyguların sahip olduğu ve modelde yer alan davranışsal tutum, sübjektif norm, algılanan davranışsal kontrol, davranışın geçmişte tekrarlanma sıklığı, çevresel kaygı ve algılanan tüketici etkinliği değişkenlerinin de çevreci ürün satın alma niyeti üzerinde anlamlı etkiye sahip olduğu tespit edilmiştir

Anahtar Kelimeler

• Amaca yönelik davranış modeli,çevreci davranış,çevreci ürün satın alma niyeti

INVESTIGATION OF PROENVIRONMENTAL PRODUCT PURCHASE INTENTION VIA INTEGRATED GOAL-DİRECTED BEHAVIOR MODEL

Öz

Nowadays, the environmental problems are gradually increase and its effects are being felt severe, so it is important that individuals have environmental consciousness and effort. In this point, explaining the factors affecting the pro-environmental products purchase intention within the behavioural processes, it may be a guide for the environmental activity. In this direction, pro-environmental product purchase intention was investigated via integrated goal-directed behaviour model purpose of determine the antecedent of proenvironmental product purchase intention and motivation of individuals affecting decision making processes. The investigation was carried out with the participation of 300 people in the central district of Erzurum. The collected data was analysed by structural equation analysis; it was seen that the variables having the highest effect on the pro-environmental product purchase intention are the behavioural desire and the positive anticipated emotions. The negative anticipated emotions have the lowest effect. Also, the variables at the research model that behavioural attitude, subjective norm, perceived behavioural control, frequency of past behaviour, environmental concern, perceived consumer effectiveness have significant effects on the pro-environmental product purchase intention

Anahtar Kelimeler

• Goal-directed behavior model,pro-environmental behavior,pro-environmental product purchase intention

Kaynakça

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