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Yeşil Satın Alma Niyetini Etkileyen Faktörler: Bütünleştirilmiş Bir Model

Year 2023, Volume: 18 Issue: 1, 271 - 288, 01.04.2023
https://doi.org/10.17153/oguiibf.1239741

Abstract

Bu çalışmanın temel amacı tüketicilerin yeşil ürün satın alma niyetini etkileyen risk, değer, kalite, güven ve viral iletişim değişkenlerini bütünleştirilmiş bir model çerçevesinde değerlendirmektir. Bu amaçla Ankara ilinde bir anket çalışması yürütülerek veriler analiz edilmiştir. Uygulama alanı olarak hazır giyim ve tekstil sektörü ele alınmıştır. Elde edilen sonuçlara göre yeşil algılanan değer, kalite ve viral iletişim tüketicilerin yeşil hazır giyim ürünleri satın alma niyeti üzerinde etkilidir. Öte yandan algılanan risk ve güvenin yeşil hazır giyim ve tekstil ürünleri satın alma niyetini etkilemediği tespit edilmiştir. Ek olarak yeşil hazır giyim ürünleri satın alma niyeti satın alma davranışı üzerinde pozitif bir etkiye sahiptir.

References

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Factors Affecting Green Purchase Intention: An Integrated Model

Year 2023, Volume: 18 Issue: 1, 271 - 288, 01.04.2023
https://doi.org/10.17153/oguiibf.1239741

Abstract

Within the framework of an integrated model, the primary objective of this study is to identify how risk, value, quality, trust, and viral communication influence green purchase intentions. In order to achieve this objective, a survey study was carried out in Ankara, and the resulting data were evaluated. As an application area, the ready-made apparel and garment sector is picked. The results indicate that perceived value, quality, and viral communication are effective in increasing consumers' intents to purchase green, ready-made apparel products. On the other hand, it has been determined that perceived risk and trust do not influence consumers' intentions for these products. Moreover, purchasing intentions for green ready-to-made clothing have a positive influence on purchasing behavior.

References

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  • Akehurst, G., Afonso, C., & Gonçalves, H.M. (2012), “Re-examining Green Purchase Behaviour and The Green Consumer Profile: New Evidences”, Management Decision, Vol: 50, No. 5: 972-988.
  • Akturan, U. (2018), “How Does Greenwashing Affect Green Branding Equity and Purchase Intention? An Empirical Research”, Marketing Intelligence and Planning, Vol: 36, No. 7: 809–824.
  • Al-Gasawneh, J., & Al-Adamat, A. (2020), “The Mediating Role of E-Word of Mouth on The Relationship Between Content Marketing and Green Purchase Intention”, Management Science Letters, Vol.10, No.8: 1701-1708.
  • Ansu-Mensah, P. (2021), “Green Product Awareness Efect on Green Purchase Intentions of University Students’: An Emerging Market’s Perspective”, Future Business Journal, Springer, Vol: 7, No. 1: 1-13.
  • Apaydın, İ.Z. (2022), “Yeşil Ambalajlı Ürünlerin Satın Alma Niyetini Etkileyen Faktörler: Materyalizm ve Fiyat Hassasiyetinin Düzenleyici Rolü”, Yayınlanmış Yüksek Lisans Tezi, Hacettepe Sosyal Bilimler Enstitüsü, İşletme Anabilim Dalı, Pazarlama Bilim Dalı: Ankara.
  • Ariffin, S., Yusof, J. M., Putit, L. & Shah, M. I. A. (2016), “Factors Influencing Perceived Quality and Repurchase Intention Towards Green Products”, Procedia Economics and Finance, Vol.37, 391-396.
  • Baran, A., Söylemez, C. & Yurdakul M. (2017). “AlgılananYeşil Kalite, AlgılananYeşil Risk ve Yeşil Marka İmajının Yeşil Marka Değeri Üzerindeki Etkisinde Yeşil Güvenin Aracılık Rolü”, Uluslararası Yönetim İktisat ve İşletme Dergisi, Vol.13, No.5: 1- 11.
  • Beneke, J., Flynn, R., Greig, T., & Mukaiwa, M. (2013), “The Influence of Perceived Product Quality, Relative Price and Risk on Customer Value and Willingness to Buy: A Study of Private Label Merchandise”, Journal of Product & Brand Management, Vol. 22, No.3: 218-228.
  • Bhaskar, P. P., & Kumar, D. P. (2016), “Customer Loyalty on e-commerce”, International Journal of Management Research and Reviews, Vol. 6, No. 12: 1661-1668.
  • Bokko, S., Worang, F. & Rumokoy, F. (2018), “The Importance-Performance Analysis of Green Perceived Value and Green Perceived Risk on Air Conditioner Product in Manado”, Journal EMBA, Vol. 6, No. 1: 171-180.
  • Bolton, R.N. & Drew, J.H. (1991), “A Multistage Model of Consumers’ Assessment of Service Quality and Value”, Journal of Consumer Research, Vol.17, No.4: 375-84.
  • Bozbay, Z., Güleç M. & Zulfugarova, N. (2019), “Çevre Dostu Ürün Satın Alma Niyetinde Algılanan Kalite, Algılanan Risk ve Güvenin Rolü”, Dokuz Eylül Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, Vol. 21, No. 4: 1147-1171.
  • Chairy, C. & Alam, M. E. N. (2019), “The Influence of Environmental Concern, Green Perceived Knowledge, and Green Trust on Green Purchase Intention”, Journal Manajement, Vol. 10, No. 2: 131-145.
  • Chang, C. & Chen. Y. (2014), “Managing Green Brand Equity: The Perspective of perceived Risk Theory”, Qual Quant, Vol. 48, 1753-1768.
  • Chang, S-H. (2015), “The Influence of Green Viral Communications on Green Purchase Intentions: The Mediating Role of Consumers’ Susceptibility to Interpersonal Influences”, Sustainability, Vol. 7, No. 5: 4829-4849.
  • Chaniotakis, I.E & Lymperopoulos, C. (2009), “Service Quality Effect on Satisfaction and Word of Mouth in the Health Care Industry”, Managing Service Quality: An International Journal, Vol. 19, No. 2: 229-242.
  • Chen, Y.S. (2010), “The Drivers of Green Brand Equity: Green Brand Image, Green Satisfaction, and Green Trust”, Journal of Business Ethics, Vol. 93, No. 2: 307–319.
  • Chen, Y.S., & Chang C.H. (2012), “Enhance Green Purchase Intentions: The Roles of Green Perceived Value, Green Perceived Risk, and Green Trust”, Management Decision, Vol. 50, No. 3: 502-520.
  • Chen, Y.S., Lin, C.L. & Chang, C.H. (2014), “The Influence of Greenwash on Green Word-of-Mouth (Green WOM): The Mediation Effects of Green Perceived Quality and Green Satisfaction”, Qual Quant, Vol. 48, 2411–2425.
  • Chen, Y.S., Lin, C-Y., & Weng, C-S. (2015), “The Influence of Environmental Friendliness on Green Trust: The Mediation Effects of Green Satisfaction and Green Perceived Quality”, Sustainability, Vol.7, No. 8: 10135-10152.
  • Cheung, R., Lam, A.Y.C., & Lau, M. M. (2015), “Drivers of Green Product Adoption: The Role of Green Perceived Value, Green Trust and Perceived Quality”, Journal of Global Scholars of Marketing Science, Vol. 25, No. 3: 232-245.
  • Cooper, R. B., & Zmud, R. W. (1990), “Information Technology Implementation Research: A Technological Diffusion Approach”, Management Science, Vol.36, No.2: 123-139.
  • Dehghanan H., &Bakhshandeh G. (2014), “The Impact of Green Perceived Risk on Green Purchase Behavior of Iranian Consumers”, International Journal of Management and Humanly Sciences, Vol. 3, No.2: 1349-1357.
  • Dhewi, T. S., Putra, I.W.J., Soeharto, &Wahyudi H. D., (2018), “The Influence of Green Perceived Value and Green Perceived Risk Perceptions on the Green Product Purchase Intention”, The First International Research Conference on Economics and Business, KnE Social Sciences, 411-425.
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There are 85 citations in total.

Details

Primary Language English
Journal Section Articles
Authors

Leyla Gödekmerdan Önder 0000-0003-1969-8843

Arzu Deniz Çakıroğlu 0000-0003-4260-0373

Publication Date April 1, 2023
Submission Date January 20, 2023
Published in Issue Year 2023 Volume: 18 Issue: 1

Cite

APA Gödekmerdan Önder, L., & Deniz Çakıroğlu, A. (2023). Factors Affecting Green Purchase Intention: An Integrated Model. Eskişehir Osmangazi Üniversitesi İktisadi Ve İdari Bilimler Dergisi, 18(1), 271-288. https://doi.org/10.17153/oguiibf.1239741