Abstract
Çevre bilinci olan çevreye karşı duyarlı tüketicilerin artması ve tüketicilerin ürün satın alırken çevre dostu/yeşil ürünleri tercih etmeleri, işletmeleri yeşil pazarlama faaliyetlerine yöneltmektedir. Tüketicilerde çevre duyarlılığın boyutlarının saptanması ve bu kapsamda pazarlama faaliyetlerinin şekillendirilmesi önem arz etmektedir. Çalışmada çevresel duyarlılık boyutları ve bu boyutların yeşil ürün satın alma davranışına etkisi incelenmiştir. Bu kapsamda, Ordu Üniversitesi öğrencilerine yönelik bir uygulama yapılmıştır. Araştırmada faktör analiziyle çevresel duyarlılığı oluşturan boyutlar (ekolojik duyarlılık, kişisel duyarlılık ve davranışsal duyarlılık) belirlenmiştir. Her üç faktör ile yeşil ürün satın alma arasında içsel korelasyon olduğu görülmüştür. Çevresel duyarlılığın yeşil ürün satın almaya etkisini belirlemek için ise, regresyon analizi uygulanmıştır. Analiz sonucunda çevresel duyarlılık boyutlarından kişisel duyarlılık ve ekolojik duyarlılığın birlikte yeşil ürün satın alma davranışı üzerinde etkili olduğu belirlenmiştir. Sonuç olarak, çevre bilincini geliştirmek ve çevreye yönelik bireysel çabaların önemini vurgulamak üzere pazarlama faaliyetlerine odaklanmanın ve özellikle iletişim çabalarına yönelmenin yeşil ürün talebini pozitif yönde etkileyeceği söylenebilir.
THE EFFECT OF ENVIRONMENTAL AWARENESS ON GREEN PRODUCT PURCHASING BEHAVIOR: THE CASE OF ORDU UNIVERSITY
Abstract
Companies have headed to the green marketing activities due to the increase in environmentally conscious and ecofriendly consumers, and due to the consumer preferences of the environmentally friendly products/green products while purchasing a product. It is important to determine the dimensions of the environmental awareness of consumers and the shape marketing activities in this context. In this study, the dimensions of the environmental awareness and the effect of these dimensions on green product purchasing behavior are examined. In this context, an application was carried out towards the students of Ordu University. The dimensions constituting the environmental awareness (ecological awareness, personal awareness and behavioral awareness) are determined by using factor analysis. It was found that there is an internal correlation between green product purchases and all three factors. The regression analysis is conducted to determine the effect of environmental awareness on green product purchases. From the analysis results it has stated that the personal awareness and ecological awareness which are dimensions of environmental awareness are jointly effective on green product purchases. As a result, it can be said that focusing on marketing activities to improve environmental concern and to emphasize the importance of individual efforts towards environment and especially addressing on communication efforts can positively affect green product demand.
Details
| Journal Section | Makaleler |
|---|---|
| Authors | |
| Publication Date | June 10, 2016 |
| Published in Issue | Year 2016 Issue: 47 |
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