The Mediating Role of Attitude in the Effect of Sustainable Consumption Knowledge on Sustainable Consumption Behavior

Abstract

The understanding of sustainable consumption, which is one of the sustainable development goals adopted by the United Nations and sought by conscious consumers in products, has led businesses to adopt this understanding. The aim of this study is to examine the effect of sustainable consumption knowledge on sustainable consumption behavior with the mediating role of attitude. In the study, which was designed based on a causal research design, data (n=317) were collected through an online survey. The data analysis was performed using SPSS (27.0) and JASP (0.19.1.0) software. In the study, the effect of sustainable consumption knowledge on sustainable consumption behavior was tested using Simple Linear Regression. The research model was tested using the SPSS PROCESS macro (Model 4). The findings, in line with the literature, indicate that sustainable consumption knowledge, attitudes toward sustainable consumption, and behaviors are positively and moderately correlated with each other. It was found that sustainable consumption knowledge is a significant predictor of both attitude and behavior. Similarly, attitudes toward sustainable consumption were also a significant predictor of behavior. The results suggest that knowledge and attitudes are determining factors in the adoption of sustainable consumption habits.

Keywords

• Sustainable consumption knowledge
• Sustainable consumption behavior
• Attitude

Sürdürülebilir Tüketim Bilgisinin Sürdürülebilir Tüketim Davranışı Üzerindeki Etkisinde Tutumun Aracı Rolü

Öz

Birleşmiş Milletler tarafından da benimsenerek sürdürülebilir kalkınma hedeflerinden olan ve bilinçlenen tüketicilerin ürünlerde aradığı sürdürülebilir tüketim anlayışı işletmeleri bu anlayışı benimsemeye yönlendirmiştir. Bu çalışmanın amacı, sürdürülebilir tüketim bilgisinin sürdürülebilir tüketim davranışı üzerindeki etkisini tutumun aracı rolü ile incelemektir. Nedensel araştırma tasarımına göre hazırlanan çalışmada veriler (n=317) çevrim içi anket yoluyla elde edilmiştir. Verilerinin analizi SPSS (27.0) ve JASP (0.19.1.0) programları ile gerçekleştirilmiştir. Çalışmada, sürdürülebilir tüketim bilgisinin sürdürülebilir tüketim davranışı üzerindeki etkisi Basit Doğrusal Regresyon ile test edilmiştir. Araştırma modelini test etmek için SPSS PROCESS makrosu (Model 4) kullanılmıştır. Bulgular, literatürle uyumlu olarak, sürdürülebilir tüketim bilgisi, sürdürülebilir tüketime yönelik tutum ve davranışların birbirleri ile pozitif yönde orta düzeyde ilişkili olduğunu göstermiştir. Sürdürülebilir tüketim bilgisinin, tutum ve davranışın anlamlı yordayıcısı olduğu görülmüştür. Benzer şekilde sürdürülebilir tüketime yönelik tutum da davranışın anlamlı yordayıcısıdır. Sonuçlar, sürdürülebilir tüketim alışkanlıklarının benimsenmesinde bilgi ve tutumların belirleyici faktörler olduğunu göstermektedir.

Anahtar Kelimeler

• Sürdürülebilir tüketim bilgisi
• Sürdürülebilir tüketim davranışı
• Tutum

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