Yıl: 2021 Cilt: 23 Sayı: 1 Sayfa Aralığı: 249 - 270 Metin Dili: İngilizce DOI: 10.16953/deusosbil.689530 İndeks Tarihi: 29-07-2022

AN EXPLORATORY STUDY ON TURKISH CONSUMERS’ ATTITUDE AND PURCHASE INTENTION TOWARDS GREEN PRODUCTS

Öz:
Green marketing has become a fast-developing research field in recent years, eventhough the term “green product” is still new for consumers in developing and sociallyconstructed economies like Turkey. The aim of this study is to examine the effect of collectiveself-esteem and social influence on the green product purchase intention of Turkishconsumers while delineating other factors that may play a role within this relationship.According to the results of the study which were gathered from 370 consumers, the effects ofcollective self-esteem, social influence and attitudes towards green products significantlyinfluence green product purchase intention. It can be seen from the results that collectiveself-esteem and social influence positively affect consumers’ green product purchaseintention and the relationship between collective self-esteem and social influence on greenproduct purchase intention is partially mediated by attitude toward green products. Inaddition, generational cohort differences play a significant role. While the impact of socialinfluence on green product purchase intention is stronger for Gen X’ers, there was nogenerational difference on influence of collective self-esteem on purchase intention. Findingsand implications are discussed.
Anahtar Kelime: Collective Self Esteem green marketing Social Influence attitudes towards green products

TÜRK TÜKETİCİLERİN YEŞİL ÜRÜNLERE KARŞI TUTUM VE SATIN ALMA NİYETİ ÜZERİNE KEŞFEDİCİ BİR ARAŞTIRMA

Öz:
Yeşil pazarlama son yıllarda hızla gelişen bir araştırma alanı haline gelmesine ragmen yeşil ürün terimi Türkiye gibi sosyal yapılara dayanan gelişmekte olan ekonomilerde tüketiciler için hala yenidir. Bu çalışmanın amacı, kolektif benlik saygısı ve sosyal etkinin, Türk tüketicilerinin yeşil ürün satın alma niyetine etkisini ve bu ilişkide rol oynayabilecek diğer faktörleri tanımlamaktır. 370 tüketiciden elde edilen çalışmanın sonuçlarına göre, kolektif benlik saygısı, sosyal etki ve yeşil ürünlere yönelik tutumların yeşil ürün satın alma niyetiyle anlamlı bir şekilde etkili olduğu görülmüştür. Kolektif benlik saygısı ve sosyal etkinin, tüketicilerin yeşil ürün satın alma niyetini olumlu yönde etkilediği ve kolektif benlik saygısı ile yeşil ürün satın alma niyetindeki sosyal etki arasındaki ilişkiye kısmen yeşil ürünlere yönelik tutumun aracılık ettiği görülmektedir. Ek olarak, kuşak kohort farkının önemli bir rol oynadığı görülmüştür. Gen X tüketicileri için, Gen Y ile karşılaştırıldığında, sosyal etki yeşil ürün satın alma niyetinde daha güçlü bir etki sergilerken, kolektif.benlik saygısının yeşil ürün satin alma niyetindeki etkisi üzerinde kuşak farkları açısından bir fark tespit edilmemiştir. Bulgular ve çıkarımlar tartışılmıştır.
Anahtar Kelime:

Belge Türü: Makale Makale Türü: Araştırma Makalesi Erişim Türü: Erişime Açık
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APA Midilli Muskara F, Tolunay A (2021). AN EXPLORATORY STUDY ON TURKISH CONSUMERS’ ATTITUDE AND PURCHASE INTENTION TOWARDS GREEN PRODUCTS. , 249 - 270. 10.16953/deusosbil.689530
Chicago Midilli Muskara Fulya,Tolunay Asli AN EXPLORATORY STUDY ON TURKISH CONSUMERS’ ATTITUDE AND PURCHASE INTENTION TOWARDS GREEN PRODUCTS. (2021): 249 - 270. 10.16953/deusosbil.689530
MLA Midilli Muskara Fulya,Tolunay Asli AN EXPLORATORY STUDY ON TURKISH CONSUMERS’ ATTITUDE AND PURCHASE INTENTION TOWARDS GREEN PRODUCTS. , 2021, ss.249 - 270. 10.16953/deusosbil.689530
AMA Midilli Muskara F,Tolunay A AN EXPLORATORY STUDY ON TURKISH CONSUMERS’ ATTITUDE AND PURCHASE INTENTION TOWARDS GREEN PRODUCTS. . 2021; 249 - 270. 10.16953/deusosbil.689530
Vancouver Midilli Muskara F,Tolunay A AN EXPLORATORY STUDY ON TURKISH CONSUMERS’ ATTITUDE AND PURCHASE INTENTION TOWARDS GREEN PRODUCTS. . 2021; 249 - 270. 10.16953/deusosbil.689530
IEEE Midilli Muskara F,Tolunay A "AN EXPLORATORY STUDY ON TURKISH CONSUMERS’ ATTITUDE AND PURCHASE INTENTION TOWARDS GREEN PRODUCTS." , ss.249 - 270, 2021. 10.16953/deusosbil.689530
ISNAD Midilli Muskara, Fulya - Tolunay, Asli. "AN EXPLORATORY STUDY ON TURKISH CONSUMERS’ ATTITUDE AND PURCHASE INTENTION TOWARDS GREEN PRODUCTS". (2021), 249-270. https://doi.org/10.16953/deusosbil.689530
APA Midilli Muskara F, Tolunay A (2021). AN EXPLORATORY STUDY ON TURKISH CONSUMERS’ ATTITUDE AND PURCHASE INTENTION TOWARDS GREEN PRODUCTS. Dokuz Eylül Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 23(1), 249 - 270. 10.16953/deusosbil.689530
Chicago Midilli Muskara Fulya,Tolunay Asli AN EXPLORATORY STUDY ON TURKISH CONSUMERS’ ATTITUDE AND PURCHASE INTENTION TOWARDS GREEN PRODUCTS. Dokuz Eylül Üniversitesi Sosyal Bilimler Enstitüsü Dergisi 23, no.1 (2021): 249 - 270. 10.16953/deusosbil.689530
MLA Midilli Muskara Fulya,Tolunay Asli AN EXPLORATORY STUDY ON TURKISH CONSUMERS’ ATTITUDE AND PURCHASE INTENTION TOWARDS GREEN PRODUCTS. Dokuz Eylül Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, vol.23, no.1, 2021, ss.249 - 270. 10.16953/deusosbil.689530
AMA Midilli Muskara F,Tolunay A AN EXPLORATORY STUDY ON TURKISH CONSUMERS’ ATTITUDE AND PURCHASE INTENTION TOWARDS GREEN PRODUCTS. Dokuz Eylül Üniversitesi Sosyal Bilimler Enstitüsü Dergisi. 2021; 23(1): 249 - 270. 10.16953/deusosbil.689530
Vancouver Midilli Muskara F,Tolunay A AN EXPLORATORY STUDY ON TURKISH CONSUMERS’ ATTITUDE AND PURCHASE INTENTION TOWARDS GREEN PRODUCTS. Dokuz Eylül Üniversitesi Sosyal Bilimler Enstitüsü Dergisi. 2021; 23(1): 249 - 270. 10.16953/deusosbil.689530
IEEE Midilli Muskara F,Tolunay A "AN EXPLORATORY STUDY ON TURKISH CONSUMERS’ ATTITUDE AND PURCHASE INTENTION TOWARDS GREEN PRODUCTS." Dokuz Eylül Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 23, ss.249 - 270, 2021. 10.16953/deusosbil.689530
ISNAD Midilli Muskara, Fulya - Tolunay, Asli. "AN EXPLORATORY STUDY ON TURKISH CONSUMERS’ ATTITUDE AND PURCHASE INTENTION TOWARDS GREEN PRODUCTS". Dokuz Eylül Üniversitesi Sosyal Bilimler Enstitüsü Dergisi 23/1 (2021), 249-270. https://doi.org/10.16953/deusosbil.689530