Elektrikli Ev Aletlerinde Yeşil İnovasyon Farkındalığının Tüketici Tutumu ve Satın Alma Niyeti Üzerindeki Etkisi: Antalya Örneği

Öz

Amaç - Bu çalışmanın amacı, elektrikli ev aletlerinde yeşil inovasyon farkındalığının tüketici tutumu ve yeşil satın alma niyeti üzerindeki etkisini Antalya örneğinde incelemektir. Yöntem - Araştırma, Planlı Davranış Teorisi temelinde tasarlanmıştır. 5’li Likert ölçekli anketle elde edilen 210 geçerli veri; güvenilirlik, korelasyon, regresyon ve aracılık analizleriyle değerlendirilmiştir. Bulgular –Yeşil inovasyon farkındalığı tüketici tutumunu ve yeşil satın alma niyetini pozitif etkilemiştir. Tüketici tutumu da satın alma niyeti üzerinde anlamlı ve güçlü etki göstermiştir. Sonuç – Tüketici tutumu, yeşil inovasyon farkındalığı ile yeşil satın alma niyeti arasındaki ilişkide tam aracılık rolü üstlenmektedir. Sonuçlar, yeşil inovasyon farkındalığının satın alma niyetine dönüşmesinde tutumun belirleyici olduğunu göstermektedir. Anahtar Kelimeler: Yeşil inovasyon farkındalığı, tüketici tutumu, yeşil satın alma niyeti, elektrikli ev aletleri, Planlı Davranış Teorisi JEL Kodları: O31, Q56, D12.

Anahtar Kelimeler

• yeşil inovasyon farkındalığı
• tüketici tutumu
• yeşil satın alma niyeti
• elektrikli ev aletleri
• Planlı Davranış Teorisi

The Impact of Awareness of Green Innovation in Electric Home Appliances on Consumer Attitudes and Purchase Intentions: The Case of Antalya

Öz

Purpose – This study examines how awareness of green innovation affects consumers' attitudes and intention to purchase green household electrical appliances in Antalya. Methodology –The study is based on the Theory of Planned Behaviour and analyses 210 valid questionnaires collected using a 5-point Likert scale. Reliability, correlation, regression and mediation analyses were employed. Findings – Green innovation awareness positively affects consumer attitude and green purchase intention. Consumer attitude also significantly and strongly affects purchase intention. Conclusions – Consumer attitude fully mediates the relationship between green innovation awareness and green purchase intention. The findings demonstrate that attitude is the primary mechanism through which awareness is transformed into purchase intention. Keywords: Green innovation awareness, consumer attitude, green purchase intention, household electrical appliances, Theory of Planned Behavior JEL Codes: D12, O31, Q56.

Anahtar Kelimeler

• Green innovation awareness
• consumer attitude
• green purchase intention
• household electrical appliances
• Theory of Planned Behavior

Kaynakça

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