Transforming Environmental Values into Economic Behaviour: The Mediating Role of Green Consumer Identity in Willingness to Pay More

Öz

This study aims to examine how individuals’ environmental values and attitudes influence their willingness to pay more for green products. Accordingly, the research was conducted through an online survey with 404 participants across Turkey, employing a convenience sampling method. The data collection instruments included scales measuring pro-environmental behaviors, personal norms, green consumerism, and willingness to pay more, with the validity and reliability of the measurement models tested. The analysis involved frequency, factor, and reliability analyses, followed by a bootstrap-based mediation analysis to examine the direct and indirect effects among the variables. The findings indicate that pro-environmental behaviors and personal values do not have a statistically significant direct effect on the willingness to pay more for green products, but both variables exert strong and significant indirect effects through green consumerism. The study reveals that individuals translate their environmental values into economic behaviors only when they internalize a green consumer identity, highlighting the critical role of identity-based cognitive processes in the translation of values into actions. In this context, the study provides theoretical contributions to the literature on sustainable consumption behaviors and offers practical implications for marketing strategies and environmental policies.

Anahtar Kelimeler

• green consumerism
• personal norms
• pro-environmental behavior
• willingness to pay more
• mediation

Çevresel Değerlerin Ekonomik Davranışlara Dönüşümü: Yeşil Tüketici Kimliğinin Daha Fazla Ödeme İstekliliğindeki Aracılık Rolü

Öz

Bu çalışma, bireylerin çevresel değerlere ilişkin tutum ve eğilimlerinin, yeşil ürünlere yönelik daha fazla ödeme arzusunu nasıl etkilediğini incelemeyi amaçlamaktadır. Bu bağlamda çalışma, Türkiye genelinde 404 katılımcıyla çevrim içi anket yöntemi kullanılarak yürütülmüş ve kolayda örnekleme tercih edilmiştir. Veri toplama aracı olarak çevre yanlısı davranışlar, bireysel değerler, yeşil tüketicilik ve daha fazla ödeme arzusu ölçekleri uygulanmış, ölçüm modellerinin geçerlik ve güvenirliği test edilmiştir. Analiz sürecinde frekans, faktör ve güvenirlik analizleri ile birlikte, değişkenler arasındaki doğrudan ve dolaylı etkileri incelemek amacıyla bootstrap tabanlı aracılık analizi gerçekleştirilmiştir. Bulgular, çevre yanlısı davranışlar ve bireysel değerlerin yeşil ürünlere yönelik daha fazla ödeme arzusu üzerindeki doğrudan etkisinin anlamlı olmadığını, ancak her iki değişkenin yeşil tüketicilik aracılığıyla güçlü ve anlamlı dolaylı etkiler oluşturduğunu göstermektedir. Araştırma, bireylerin sahip oldukları çevresel değerleri, yeşil tüketici kimliklerini içselleştirmeleri aracılığıyla ekonomik davranışlara dönüştürülebileceğini ortaya koymakta ve değerlerin eyleme dönüşümünde kimlik temelli bilişsel süreçlerin önemini vurgulamaktadır. Bu bağlamda çalışma, sürdürülebilir tüketim davranışlarını anlamaya yönelik literatüre kuramsal katkı sağlamakta ve pazarlama stratejileri ile çevre politikaları için yol gösterici çıkarımlar sunmaktadır.

Anahtar Kelimeler

• yeşil tüketicilik
• bireysel değerler
• çevre yanlısı davranışlar
• daha fazla ödeme arzusu
• aracılık

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