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YEŞİLE BOYAMA VE YEŞİL SATIN ALMA DAVRANIŞI: ÇEVRESEL AÇIDAN SÜRDÜRÜLEBİLİR BİR BAKIŞ AÇISI

Year 2022, Issue: 61, 407 - 436, 29.04.2022

Sinan Çavuşoğlu , Bülent Demirağ

https://doi.org/10.18070/erciyesiibd.997078

Abstract

Çalışma, işletmelerin yeşile boyama uygulamalarına ilişkin tüketici algılarını ölçmek amacıyla gerçekleştirilmiştir. Bu kapsamda işletmelerin yeşile boyama uygulamaları ile tüketicilerin yeşil marka aşkı, yeşil marka imajı, yeşil marka sadakati ve yeşil satın alma davranışları arasındaki ilişki incelenmiştir. Araştırmanın evrenini Türkiye’de yeşil ürünleri deneyimleyen tüketiciler oluşturmaktadır. Araştırmanın veri analizi için Smart (PLS-SEM) kullanılmıştır. Gerçekleştirilen yapısal eşitlik modeli sonuçlarına göre, yeşile boyamanın yeşil satın alma davranışı, yeşil marka aşkı, yeşil marka imajı ve yeşil marka sadakati üzerinde olumsuz bir etkisinin olduğu tespit edilmiştir. Diğer yandan yeşil marka aşkı, yeşil marka imajı ve yeşil marka sadakatinin yeşil satın alma davranışı üzerinde olumlu etkileri olduğu belirlenmiştir. Çalışma kapsamında yeşil marka aşkı, yeşil marka imajı ve yeşil marka sadakatinin yeşile boyama ile yeşil satın alma davranışı arasında aracılık etkisi belirlenmeye çalışılmıştır. Gerçekleştirilen analizler neticesinde yeşil marka aşkı, yeşil marka imajı ve yeşil marka sadakatinin yeşile boyama ile yeşil satın alma davranışı arasında negatif kısmi aracılık etkisi tespit edilmiştir.

Keywords

Yeşile boyama Yeşil satın alma davranışı Yeşil marka aşkı Yeşil marka imajı Yeşil marka sadakati

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GREENWASH AND GREEN PURCHASE BEHAVIOR: AN ENVIRONMENTALLY SUSTAINABLE PERSPECTIVE

Year 2022, Issue: 61, 407 - 436, 29.04.2022

Sinan Çavuşoğlu , Bülent Demirağ

https://doi.org/10.18070/erciyesiibd.997078

Abstract

The study was carried out to measure consumer perceptions of greenwash practices of enterprises. In this context, the relationship between greenwash practices of enterprises and consumers' green brand love, green brand image, green brand loyalty and green purchase behavior were examined. The universe of the research consists of consumers who experience green products in Turkey. Smart (PLS-SEM) was used for data analysis of the research. According to the results of the structural equation model, it has been determined that greenwash has a negative effect on green purchase behavior, green brand love, green brand image and green brand loyalty. On the other hand, it has been determined that green brand love, green brand image and green brand loyalty have positive effects on green purchase behavior. Within the scope of the study, it was tried to determine the mediation effect of green brand love, green brand image and green brand loyalty between greenwash and green purchase behavior. As a result of the analyzes carried out, a negative partial mediation effect of green brand love, green brand image and green brand loyalty was found between greenwash and green purchase behavior.

Keywords

Greenwash Green purchase behavior Green brand love Green brand image Green brand loyalty

References

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  • Asgharian, R., Salehi, M., Saleki, Z. S., Hojabri, R., ve Nikkheslat, M. (2012). Green product quality, green customer satisfaction, and green customer loyalty. International Journal of Research in Management & Technology, 2(5), 499-503.
  • Avcilar, M. Y., ve Demirgünes, B. K. (2017). Developing perceived greenwash index and its effect on green brand equity: A research on gas station companies in Turkey. International Business Research, 10(1), 222-239.
  • Back, K., ve Parks, S. C. (2003). A brand loyalty model involving cognitive, affective, and conative brand loyalty and customer satisfaction. Journal of Hospitality & Tourism Research, 27(4), 419-435.
  • Bashir, S., Khwaja, M. G., Rashid, Y., Turi, J. A., ve Waheed, T. (2020). Green Brand Benefits and Brand Outcomes: The Mediating Role of Green Brand Image. SAGE Open, 10(3), 1-11. https://doi.org/10.1177/2158244020953156
  • Bukhari, A., Rana, R. A., ve Bhatti, U. T. (2017). Factors influencing consumer’s green product purchase decision by mediation of green brand image. International Journal of Research, 4(7), 1620-1632.
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  • Chang, N. J., ve Fong, C. M. (2010). Green product quality, green corporate image, green customer satisfaction, and green customer loyalty. African journal of business management, 4(13), 2836-2844.
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  • Chen, Y. S. (2013). Towards green loyalty: Driving from green perceived value, green satisfaction, and green trust. Sustainable Development, 21, 294-308. https://doi.org/10.1002/sd.v21.5
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  • Chen, Y. S., Huang, A. F., Wang, T. Y., ve Chen, Y. R. (2020). Greenwash and green purchase behaviour: The mediation of green brand image and green brand loyalty. Total Quality Management & Business Excellence, 31(1-2), 194-209.
  • Chen, Y. S., Hung, S. T., Wang, T. Y., Huang, A. F., ve Liao, Y. W. (2017). The influence of excessive product packaging on green brand attachment: The mediation roles of green brand attitude and green brand image. Sustainability, 9(4), 1-15.
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  • Delmas, M. A., ve Burbano, V. C. (2011). The drivers of greenwashing. California management review, 54(1), 64-87.
  • Du, X. (2015). How the market values greenwashing? Evidence from China. Journal of Business Ethics, 128(3), 547-574.
  • Feinstein, N. (2013). Learning from past mistakes: future regulation to prevent greenwashing. BC Envtl. Aff. L. Rev., 40(1), 229-257.
  • Ferrón‐Vílchez, V., Valero‐Gil, J., ve Suárez‐Perales, I. (2021). How does greenwashing influence managers' decision‐making? An experimental approach under stakeholder view. Corporate Social Responsibility and Environmental Management, 28(2), 860-880.
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  • Fournier, S. (1998). Consumers and Their Brands: Developing Relationship Theory in Consumer Research. Journal of Consumer Research, 24(4), 343-373.
  • Ghazali, E. M., Mutum, D. S., ve Ariswibowo, N. (2018). Impact of religious values and habit on an extended green purchase behaviour model. International Journal of Consumer Studies, 42(6), 639-654.
  • Guo, R., Tao, L., Li, C. B., ve Wang, T. (2017). A path analysis of greenwashing in a trust crisis among Chinese energy companies: The role of brand legitimacy and brand loyalty. Journal of Business Ethics, 140(3), 523-536.
  • Hair Jr, J. F., Sarstedt, M., Hopkins, L., ve Kuppelwieser, V. G. (2014). Partial least squares structural equation modeling (PLS-SEM): An emerging tool in business research. European business review, 26(2), 106-121.
  • Hair, J. F., Sarstedt, M., Matthews, L. M., ve Ringle, C. M. (2016). Identifying and treating unobserved heterogeneity with FIMIX-PLS: Part I-method. European Business Review, 28(1), 63-76.
  • Hameed, I., Hyder, Z., Imran, M., ve Shafiq, K. (2021). Greenwash and green purchase behavior: An environmentally sustainable perspective. Environment, Development and Sustainability, 23, 13113-13134. https://doi.org/10.1007/s10668-020-01202-1
  • Henseler, J., Hubona, G., ve Ray, P. A. (2016). Using PLS path modeling in new technology research: Updated guidelines. Industrial Management & Data Systems, 116(1), 2-20. https://doi.org/10.1108/IMDS-09-2015-0382
  • Hu, L. T., ve Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling: A Multidisciplinary Journal, 6(1), 1-55.
  • Huang, T. L., & Liu, B. S. (2021). Augmented reality is human-like: How the humanizing experience inspires destination brand love. Technological Forecasting and Social Change, 170, 1-10. https://doi.org/10.1016/j.techfore.2021.120853
  • Jacoby, J., ve Chestnut, R. W. (1978). Brand Loyalty: Measurement and management. New York, Wiley.
  • Jakubczak, A., ve Gotowska, M. (2020). Green consumerism vs. greenwashing. European Research Studies Journal, 23(4), 1098-1112.
  • Joshi, Y., ve Rahman, Z. (2015). Factors affecting green purchase behaviour and future research directions. International Strategic management review, 3(1-2), 128-143.
  • Kanchanapibul, M., Lacka, E., Wang, X., ve Chan, H. K. (2014). An empirical investigation of green purchase behaviour among the young generation. Journal of Cleaner Production, 66, 528-536.
  • Khan, M. S., Saengon, P., Alganad, A. M. N., Chongcharoen, D., ve Farrukh, M. (2020). Consumer green behaviour: An approach towards environmental sustainability. Sustainable Development, 28(5), 1168-1180.
  • Khandelwal, M., Sharma, A., ve Jain, V. (2019). Greenwashing: A study on the effects of greenwashing on consumer perception and trust build-up. Res. Rev. Int. J. Mult, 4, 607-612.
  • Kim, Y., ve Choi, S. M. (2005). Antecedents of green purchase behavior: An examination of collectivism, environmental concern, and PCE. ACR North American Advances.
  • Kumar, S., Murphy, M., Talwar, S., Kaur, P., ve Dhir, A. (2021). What drives brand love and purchase intentions toward the local food distribution system? A study of social media-based REKO (fair consumption) groups. Journal of Retailing and Consumer Services, 60, 1-13. https://doi.org/10.1016/j.jretconser.2021.102444
  • Latha, B., ve Akila, M. (2016). Impact of brand loyalty on purchasing behaviour of selected consumer durable goods. IJAR, 2(7), 603-606.
  • Lee, H. S. (2016). Do ethical consumers really love green brand? A comparison of Chinese and Korean consumers. The Journal of Distribution Science, 14(12), 23-30.
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Details

Primary Language Turkish
Journal Section Makaleler
Authors

Sinan Çavuşoğlu 0000-0001-9365-8677

Bülent Demirağ 0000-0002-8718-1822

Early Pub Date April 28, 2022
Publication Date April 29, 2022
Acceptance Date February 21, 2022
Published in Issue Year 2022 Issue: 61

Cite

APA Çavuşoğlu, S., & Demirağ, B. (2022). YEŞİLE BOYAMA VE YEŞİL SATIN ALMA DAVRANIŞI: ÇEVRESEL AÇIDAN SÜRDÜRÜLEBİLİR BİR BAKIŞ AÇISI. Erciyes Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi(61), 407-436. https://doi.org/10.18070/erciyesiibd.997078
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