Bireysel çevre okuryazarlığı ve yeşil ürün tutumunun yeşil satın alma niyeti üzerindeki etkisinin yapısal eşitlik modeli ile incelenmesi

Year 2021, Volume: 35 Issue: 1, 299 - 322, 31.03.2021

Şükran Karaca , Ebru Sönmez Karapınar

Abstract

Bu çalışmanın amacı bireysel çevre okuryazarlığının (amaç bilgisi, öznel bilgi ve çevre bilinci/bilgisi) yeşil ürün tutumuna ve yeşil ürün tutumunun yeşil satın alma niyeti üzerindeki etkisinin incelenmesidir. Araştırma kapsamında 301 kişiden çevrimiçi anket tekniği ile veriler elde edilmiştir. Toplanan verilere ilk olarak Doğrulayıcı Faktör Analizi uygulanmış ve verilerin yapısal uyumu test edilmiştir. Daha sonra araştırma modeli AMOS programı ile Yol analizine tabi tutulmuştur. Yol analizi sonucunda bireysel çevre okuryazarlığı boyutlarından çevre bilinci ve öznel bilginin yeşil ürün tutumu üzerinde, ürün tutumunun da yeşil satın alma niyeti üzerinde pozitif ve anlamlı bir etkiye sahip olduğu tespit edilmiştir.

Keywords

Bireysel çevre okuryazarlığı, Tutum, Yeşil satın alma niyeti, Çevre bilgisi, Yeşil ürün

Investigation of Individual Environmental Literacy and the Effect of Green Product Attitude on Green Purchase Intention with Structural Equality Model

Abstract

The aim of this study is to examine the effect of individual environmental literacy (purposeful knowledge, subjective knowledge and environmental awareness / knowledge) on green product attitude and green product attitude on green purchasing intention. Within the scope of the research, data were obtained from 301 people using the online survey technique. Confirmatory Factor Analysis was first applied to the collected data and the structural fit of the data was tested. Later, the research model was subjected to Path Analysis with the AMOS program. As a result of the path analysis, the following was obtained: It was determined that environmental awareness and subjective knowledge among the dimensions of individual environmental literacy have a positive and significant effect on green product attitude, and product attitude on green purchasing intention.

Keywords

Individual environmental literacy, Attitude, Green purchase intention, Environmental knowledge, Green product

References

• Ajzen, I. (1991). The theory of planned behavior. Organizational behavior and human decision processes, 50(2), 179-211.
• Ajzen, I. (2001). Nature and operation of attitudes. Annual review of psychology, 52(1), 27-58.
• Alfred, A. M., & Adam, R. F. (2009). Green management matters regardless. Academy of Management Perspectives, 23(3), 17-26.
• Asteria, D. (2019). Women’s environmental literacy in managing waste for environmental sustainability of the city. Development, 62(1), 178-185.
• Aşıcı, M. (2009). Kişisel ve sosyal bir değer olarak okuryazarlık. Değerler Eğitimi Dergisi, 7(17), 9-26.
• Basha, M. B., Mason, C., Shamsudin, M. F., Hussain, H. I., & Salem, M. A. (2015). Consumers attitude towards organic food. Procedia Economics and Finance, 31, 444-452.
• Blaikie, P., Brown, K., Stocking, M., Tang, L., Dixon, P., & Sillitoe, P. (1997). Knowledge in action: local knowledge as a development resource and barriers to its incorporation in natural resource research and development. Agricultural systems, 55(2), 217-237.
• Chan, R. Y., & Lau, L. B. (2000). Antecedents of green purchases: a survey in China. Journal of consumer marketing.
• Chang, M. C., & Wu, C. C. (2015). The effect of message framing on pro-environmental behavior intentions. British Food Journal, 117(1), 339-357.
• Chen, C. C., Chen, C. W., & Tung, Y. C. (2018). Exploring the consumer behavior of intention to purchase green products in belt and road countries: An empirical analysis. Sustainability, 10(3), 854.
• Chen, T. B., & Chai, L. T. (2010). Attitude towards the environment and green products: Consumers’ perspective. Management science and engineering, 4(2), 27-39.
• 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. 50(3), 502-520.
• Choo, H., Chung, J. E., & Pysarchik, D. T. (2004). Antecedents to new food product purchasing behavior among innovator groups in India. European Journal of Marketing. 38 (5/6), 608-625.
• Connell, K. Y. H. (2010). Internal and external barriers to eco‐conscious apparel acquisition. International Journal of Consumer Studies, 34(3), 279-286.
• Dagher, G. K., & Itani, O. (2014). Factors influencing green purchasing behaviour: Empirical evidence from the Lebanese consumers. Journal of Consumer Behaviour, 13(3), 188-195.
• Diyah, I. A., & Wijaya, T. (2017). Determinant factors of purchase intention on green product. Jurnal Aplikasi Manajemen, 15(1), 54-62.
• Dobel, S., Paludan, E., & Jensen, F. (2003). An analysis of consumers’ and retailers’ efforts to promote less polluting electronic products’. Environmental Project, 837, 1-80.
• Ekinci, Y., Dawes, P. L., & Massey, G. R. (2008). An extended model of the antecedents and consequences of consumer satisfaction for hospitality services. European Journal of Marketing. 42(1/2), 35-68.
• Erdogan, M., & Ok, A. (2011). An assessment of Turkish young pupils’ environmental literacy: A nationwide survey. International Journal of Science Education, 33(17), 2375-2406.
• Gee, J. P. (1989). Literacy, discourse, and linguistics: Introduction. Journal of Education, 171(1), 5-17.
• Gee, J. P. (1998). What is literacy. (Ed.) Vivian Zamel, & Ruth Spack in Negotiating academic literacies: Teaching and learning across languages and cultures, ss. 51-59.
• Green Movement (2020). https://www.encyclopedia.com/history/modern-europe/russian-soviet-and-cis-history/green-movement
• Hair, J. F. J., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. (2010). Multivariate data analysis upper saddle river: pearson prentice hall. Links.
• Khoiriyah, S., & Toro, M. J. S. (2013, November). The Antecedents of attitude toward green product and its effect on willingness to pay and intention to purchase. In ASEAN/Asian Academic Society International Conference Proceeding Series.
• Krnel, D., & Naglic, S. (2009). Environmental literacy comparison between eco-schools and ordinary schools in Slovenia. Science Education International, 20, 5-24.
• Liang, S. W., Fang, W. T., Yeh, S. C., Liu, S. Y., Tsai, H. M., Chou, J. Y., & Ng, E. (2018). A nationwide survey evaluating the environmental literacy of undergraduate students in Taiwan. Sustainability, 10(6), 1730.
• Liang, S., Liu, X., Cai, H., & Fang, W. (2013). A summary of results of environmental literacy survey. Taipei, Taiwan: Environmental Protection Administration.
• Luzio, J. P. P., & Lemke, F. (2013). Exploring green consumers' product demands and consumption processes. European Business Review, 25(3), 281-300.
• Mani, G., & Vivekanandan, A. (2020). Perceptions and behaviour towards environment among high school students in Kancheepuram District, Tamil Nadu: A cross-sectional study. Journal of Comprehensive Health, 8(1), 45-52.
• Martello, M. L. (2001). A paradox of virtue?:“Other” knowledges and environment-development politics. Global Environmental Politics, 1(3), 114-141.
• McBride, B. B. (2011). Essential elements of ecological literacy and the pathways to achieve it: perspectives of ecologists. (UMI Number: 3460085) [Doctoral Dissertation, University of Montana Missoula.]. ProQuest LLC.
• McBride, B. B., Brewer, C. A., Berkowitz, A. R., & Borrie, W. T. (2013). Environmental literacy, ecological literacy, ecoliteracy: What do we mean and how did we get here? Ecosphere, 4(5), 1-20. https://doi.org/10.1890/ES13-00075.1
• Mondéjar-Jiménez, J. A., Cordente-Rodríguez, M., Meseguer-Santamaría, M. L., & Gázquez-Abad, J. C. (2011). Environmental behavior and water saving in Spanish housing. International Journal of Environmental Research, 5(1), 1-10.
• Negev, M., Sagy, G., Garb, Y., Salzberg, A., & Tal, A. (2008). Evaluating the environmental literacy of Israeli elementary and high school students. The Journal of Environmental Education, 39(2), 3-20.
• Netemeyer, R. G., Andrews, J. C., & Durvasula, S. (1993). A comparison of three behavioral intention models: The case of Valentine's Day gift-giving. ACR North American Advances, 20(1), 135-141.
• Niva, M., Heiskanen, E., & Timonen, P. (1998). Consumers’ Environmental Sophistication bknowledge, Motivation and Behaviour. İçinde Basil G. Englis and Anna Olofsson (Eds), European Advances in Consumer Research, Association for Consumer Research, Provo, UT, (3), 321‐327.
• Odabaşı, Y, & Barış, G. (2013). Tüketici Davranışı, İstanbul: MediaCat Kitapları, 13. Baskı.
• Othman, C., & Rahman, M. S. (2014). Investigation of the relationship of brand personality, subjective norm and perceived control on consumers' purchase intention of organic fast food. Modern Applied Science, 8(3), 92.
• Övüç, S. (2015). Tüketicilerin sürdürülebilir ambalaja sahip ürün satın alma niyeti (Tez No. 389363) [Doktora Tezi, İstanbul Teknik Üniversitesi]. Yükseköğretim Kurulu Ulusal Tez Merkezi’nden edinilmiştir.
• Öztürk, A., & Temizkan, V. (2018). Tüketicilerin anneler gününde hediye satın alma davranışlarının sebepli davranış teorisi bağlamında incelenmesi, EKEV Akademi Dergisi, 22(76), 37-56. http://dx.doi.org/10.17753/Ekev976
• Padel, S., & Foster, C. (2005). Exploring the gap between attitudes and behaviour: Understanding why consumers buy or do not buy organic food. British Food Journal, 107(8), 606-625.
• Paladino, A., & Ng, S. (2013). An examination of the influences on ‘green’mobile phone purchases among young business students: an empirical analysis. Environmental Education Research, 19(1), 118-145.
• Paul, J., Modi, A., & Patel, J. (2016). Predicting green product consumption using theory of planned behavior and reasoned action. Journal of retailing and consumer services, 29, 123-134.
• Rashid, N. R. N. A. (2009). Awareness of eco-label in Malaysia’s green marketing initiative. International Journal of Business and Management, 4(8), 132-141.
• Roth, C. E. (1992). Environmental literacy: its roots, evolution and directions in the 1990s. ERIC Clearinghouse for Science, Mathematics, and Environmental Education, Columbus, Ohio, USA. https://files.eric.ed.gov/fulltext/ED348235.pdf
• Sarmento, R. P., & Costa, V. (2019). Confirmatory Factor Analysis--A Case study. arXiv preprint arXiv:1905.05598.
• Shamdasani, P., Chon-Lin, G. O., & Richmond, D. (1993). Exploring green consumers in an oriental culture: Role of personal and marketing mix factors. in NA - Advances in Consumer Research Volume 20, eds. Leigh McAlister and Michael L. Rothschild, Provo, UT: Association for Consumer Research, Pages: 488-493.
• Singh, N., & Gupta, K. (2013). Environmental attitude and ecological behaviour of Indian consumers. Social Responsibility Journal, 9(1), 4-18.
• Smith, S., & Paladino, A. (2010). Eating clean and green? Investigating consumer motivations towards the purchase of organic food. Australasian Marketing Journal (AMJ), 18(2), 93-104.
• Suki, N. M. (2016). Green product purchase intention: impact of green brands, attitude, and knowledge. British Food Journal. 118(12), 2893-2910
• Sun, J., & Willson, V. L. (2008). Assessing general and specific attitudes in human learning behavior: An activity perspective and a multilevel modeling approach. Educational and Psychological Measurement, 68(2), 245-261.
• Tanner, C., & Wölfing Kast, S. (2003). Promoting sustainable consumption: Determinants of green purchases by Swiss consumers. Psychology & Marketing, 20(10), 883-902.
• Thøgersen, J., & Ölander, F. (2002). Human values and the emergence of a sustainable consumption pattern: A panel study. Journal of economic psychology, 23(5), 605-630.
• Thøgersen, J., de Barcellos, M. D., Perin, M. G., & Zhou, Y. (2015). Consumer buying motives and attitudes towards organic food in two emerging markets: China and Brazil. International Marketing Review. 32(3/4), 389-413.
• Zhang, X., & Dong, F. (2020). Why Do Consumers Make Green Purchase Decisions? Insights from a Systematic Review. International Journal of Environmental Research and Public Health, 17(18), 6607.
• Zhu, Y. (2015). An assessment of environmental literacy among undergraduate students at two national universities in Hubei Province, China. [Doctoral dissertation]. Retrieved from https://repository.lib.fit.edu/handle/11141/778