YAPAY ZEKANIN YEŞİL ÜRÜN SATIN ALMA DAVRANIŞINA ETKİSİ

Year 2023, Volume: 3 Issue: 2, 39 - 54, 30.10.2023

Mustafa Cesur Barış Armutcu

Abstract

Son yıllarda, çevresel sürdürülebilirlik konusunda artan bir endişenin olması ve tüketicilerin artan çevre bilinci, tüketicilerin
satın alma davranışlarını değiştirmektedir. Bu durum son yıllarda tüketicilerin yeşil ürünlere olan talebini artırmış ve
işletmelere ve hükümetlere yeşil üretimi benimseme konusunda baskı yapmasına neden olmuştur. Bu açıdan yapılan bu
çalışma, yapay zekanın tüketicilerin yeşil ürün satın alma davranışı üzerindeki etkisine odaklanmaktadır. Uyaran-organizma tepki modeline dayanan bu çalışma, yapay zekanın tüketicilerin yeşil ürün satın alma davranışları üzerindeki etkisini yapay
zeka pazarlama çabaları (bilgi, erişilebilirlik ve özelleştirme) ile incelemektedir. Ayrıca çalışma kapsamında yapay zeka
pazarlama çabalarının marka deneyimine olan etkisi de araştırılmıştır. Bu kapsamda katılımcılardan yüz yüze anket
yöntemiyle toplanan veriler Smart PLS4 ve SPSS 26 programları kullanılarak analiz edilmiştir. Yapılan analiz sonuçlarına
göre yapay zeka pazarlama çabaları (bilgi, erişilebilirlik, etkileşim ve özelleştirme) unsurlarının tümünün marka deneyimi ve
satın alma niyetleri üzerinde etkili olduğunu göstermektedir. Ayrıca çalışma kapsamında tespit edilen bir diğer önemli bulgu
ise marka deneyiminin tüketicilerin satın alma niyetlerini olumlu olarak etkilediği bulgusudur.

Keywords

Yapay Zeka, Yeşil ürün, Satın Alma Davranışı, Çevre, Çevresel Sürdürülebilirlik

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