Çevre Dostu Ürün Tutumu ve Satın Alma Niyetinde Sürdürülebilirlik Odaklı Değer Yönelimi ve Ahlaki Zekânın Rolü

Öz

Sürdürülebilirliğin ekonomik, çevresel ve sosyal boyutlarının iyi bir ahlakı yansıtabilecek ve eşitlik, adalet gibi kavramlara atıf yapabilecek yönleri bulunabilmektedir. Ahlaki zekâ ahlaklı olanı ve iyi değerleri kapsayabildiği için ahlaki zekânın sürdürülebilirlik yönünün de olabileceği düşünülmektedir. Ahlaki zekânın ve sürdürülebilirlik odaklı değer yönelimlerinin çevre dostu ürünlere yönelik tutum ve satın alma niyeti üzerinde etkilerini incelemek sürdürülebilir pazarlama stratejilerinde ve bu ürünlere yönelik tüketici davranışının anlaşılmasında önemlidir. Çalışmada, çevre dostu ürün tutumunda ve satın alma niyetinde ahlaki zekânın ve sürdürülebilirlik odaklı değer yöneliminin rolü Planlı Davranış Teorisi ve Değer-İnanç-Norm Teorisi kapsamından incelenmiştir. Kolayda örnekleme yöntemi ile elde edilen 417 veri analiz edilmiştir. Çalışmanın sonucunda, ahlaki zekânın empati, vicdan ve nezaket boyutlarının sürdürülebilir odaklı değer yöneliminin ekonomik boyutu üzerinde olumlu bir etkisi ortaya çıkmıştır. Ahlaki zekânın vicdan ve nezaket boyutları ile sürdürülebilir odaklı değer yöneliminin ekonomik boyutunun çevre dostu ürün tutumu üzerinde olumlu etkileri bulunmuştur. Ahlaki zekânın öz denetim boyutu ile çevre dostu ürün tutumunun çevre dostu ürün satın alma niyeti üzerinde olumlu etkisi tespit edilmiştir. Ayrıca, sürdürülebilirlik odaklı değer yöneliminin ekonomik boyutu ile çevre dostu ürün tutumunun aracılık rolleri de çalışmada ortaya çıkmıştır.

Anahtar Kelimeler

• Ahlaki Zekâ
• Sürdürülebilirlik Odaklı Değer Yönelimi
• Tutum
• Satın Alma Niyeti
• Çevre Dostu Ürün

The Role of Sustainability-Oriented Value Orientation and Moral Intelligence in Eco- Friendly Product Attitude and Purchase Intention

Abstract

The economic, environmental, and social dimensions of sustainability may have aspects that reflect good morality and may refer to concepts such as equality and justice. Because moral intelligence can encompass morality and good values, it is believed that moral intelligence may also have a sustainability aspect. Examining the effects of moral intelligence and sustainability-focused value orientations on attitudes and purchase intentions toward eco-friendly products is important for sustainable marketing strategies and understanding consumer behavior toward these products. In the study, the role of moral intelligence and sustainability-oriented value orientation in eco-friendly product attitude and purchase intention was examined within the scope of Planned Behavior Theory and Value-Belief-Norm Theory. 417 data obtained by convenience sampling method were analyzed in the study. As a result of the study, the empathy, conscience and kindness dimensions of moral intelligence have a positive effect on the economic dimension of sustainable-oriented value orientation. The conscience and kindness dimensions of moral intelligence and the economic dimension of sustainability-oriented value orientation were found to have positive effects on eco-friendly product attitudes. It has been determined that the self-control dimension of moral intelligence and eco-friendly product attitude have a positive effect on the intention to purchase eco-friendly products. In addition, the mediating roles of the economic dimension of the sustainability-oriented value orientation and the eco-friendly product attitude were also revealed in the study.

Keywords

• Moral Intelligence
• Sustainability-Oriented Value Orientation
• Attitude
• Purchase Intention
• Eco-Friendly Product

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