THE EFFECT OF MATERIALISM ON SUSTAINABLE CONSUMPTION BEHAVIOR: THE MEDIATING ROLE OF GREEN PURCHASE INTENT

Year 2023, Volume: 14 Issue: 27, 51 - 82, 26.06.2023

Yasin Yılmaztürk , Çağatay Akdoğan

https://doi.org/10.36543/kauiibfd.2023.003

Cited By: 3

Abstract

This study aims to investigate the impact of materialism on green purchasing intention and sustainable consumption behaviors. Within the context of this topic, it is investigated how materialist tendencies such as non-generosity, envy, and preservation affect green purchasing intention and sustainable consumption behaviors. Additionally, the mediating role of green purchasing intention in the effect of materialism on sustainable consumption behavior is examined. In this case, information was gathered from 537 consumers using an online survey methodology between May and June 2022. The consumers were chosen through convenience sampling and quota sampling methods. The data was first applied to descriptive statistics, followed by confirmatory factor analysis, path analysis, and mediation analysis. Mediation analysis was performed on the model using the bootstrap method. The programs SPSS and AMOS were used to analyze the data. The analysis's findings indicate that materialism has a significant effect on green purchasing intention and sustainable consumption behaviors, and green purchasing intention has a significant effect on sustainable consumption behaviors. In addition, there is a significant and indirect effect of green purchase intention on the effect of materialism on sustainable consumption behaviors.

Keywords

Materalism, sustainable consumption, green purchasing

MATERYALİZMİN SÜRDÜRÜLEBİLİR TÜKETİM DAVRANIŞINA ETKİSİ: YEŞİL SATIN ALMA NİYETİNİN ARACILIK ROLÜ

Abstract

Bu çalışmanın amacı materyalizmin, yeşil satın alma niyetine ve sürdürülebilir tüketim davranışlarına olan etkisini incelemektir. Bu konu çerçevesinde; cömert olmama, kıskançlık/imrenme ve saklama /muhafaza etme gibi materyalist eğilimlerin yeşil satın alma niyetini ve sürdürülebilir tüketim davranışlarını ne şekilde etkilediği araştırılmaktadır. Bunun yanında materyalizmin sürdürülebilir tüketim davranışı üzerindeki etkisinde yeşil satın alma niyetinin aracılık rolü incelenmektedir. Bu kapsamda kolayda örnekleme ve kota örnekleme yöntemleri ile seçilen 537 tüketiciden Mayıs-Haziran 2022 tarihleri arasında çevrimiçi anket tekniği ile veriler toplanmıştır. Toplanan verilere öncelikle tanımlayıcı istatistikler uygulanmış, daha sonra doğrulayıcı faktör analizi, yol analizi ve aracılık analizi uygulanmıştır. Aracılık analizi model üzerinde bootstrap yöntemi kullanılarak yapılmıştır. Verilerin analizinde SPSS ve AMOS programları kullanılmıştır. Analiz sonuçlarında, materyalizmin yeşil satın alma niyetine ve sürdürülebilir tüketim davranışlarına, yeşil satın alma niyetinin sürdürülebilir tüketim davranışlarına anlamlı etkisinin olduğu görülmektedir. Materyalizmin sürdürülebilir tüketim davranışları üzerindeki etkisinde yeşil satın alma niyetinin anlamlı ve dolaylı etkisi bulunmaktadır.

Keywords

Materyalizm, Sürdürülebilir Tüketim, Yeşil Satın Alma.

References

• Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior & Human Decision Processes, 50(2), 179-211.
• Ajzen, I. (2011). The theory of planned behaviour: reactions and reflections. Psychology & Health, 26(9), 1113-1127.
• Albloushy, H., & Hiller Connell, K. Y. (2019). Purchasing environmentally sustainable apparel: The attitudes and intentions of female Kuwaiti consumers. International Journal of Consumer Studies, 43(4), 390-401.
• Al Mamun, A., Mohamad, M. R., Yaacob, M. R. B., & Mohiuddin, M. (2018). Intention and behavior towards green consumption among low-income households. Journal of environmental management, 227, 73-86.
• Alzubaidi, H., Slade, E. L., & Dwivedi, Y. K. (2021). Examining antecedents of consumers’ pro-environmental behaviours: TPB extended with materialism and innovativeness. Journal of Business Research, 122, 685-699.
• Akdoğan, Ç. (2018). Sorumlu Tüketim ve Üretim Hedefleri Kapsamında Sürdürülebilir Pazarlamanın Değerlendirilmesi, International Balkan and Near Eastern Social Sciences Congress Series VII. IBANESS, Tekirdag / Turkey March 24-25.
• Antinienė, D., Šeinauskienė, B., Rutelione, A., Nikou, S., & Lekavičienė, R. (2021). Do demographics matter in consumer materialism?. Engineering Economics, 32(4), 296-312.
• Aydın, H., & Ünal, S. (2016). A study on the effects of the consumer lifestyles on sustainable consumption. Inquiry, 1(2).
• Belk, R. W. (1985). Materialism: Trait aspects of living in the material world. Journal of Consumer Research, 12, 265–280. https://doi.org/10.1086/208515
• Brundtland Raporu, (1987). Report of the World Commission on Environment and Development: Our Common Future, Retriewed from https://sustainabledevelopment.un.org/content/documents/5987our-common-future.pdf
• Carmines, E.G. & McIver, S.P. (1981). Analyzing models with unobserved variables: Analysis of covariance structures. In G. W. Bohrnstedt and E.F. Borgatta (Eds.), Social Measurement: Current Issues, 65-115. Beverly Hills, California: Sage.
• 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.
• Çokluk, Ö., Şekercioğlu, G. & Büyüköztürk, Ş. (2010). Sosyal Bilimler İçin Çok Değişkenli İstatistik. Ankara: Pegem Akademi.
• Dangelico, R.M., Nonino, F. & Pompei, A. 2021. Which Are the Determinants of Green Purchase Behaviour ? A Study of Italian Consumers. Business Strategy and the Environment, 20(5), 2600-2620.
• Diyah, I. A. & Wijaya, T. (2017). Determinant factors of purchase intention on green product. Jurnal of Applied Management, 15(1), 54-62.
• Doğan, O., Bulut, A.Z. & Çımrın, K., F. (2015). Bireylerin Sürdürülebilir Tüketim Davranışlarının Ölçülmesine Yönelik Bir Ölçek Geliştirme Çalışması. Atatürk Üniversitesi İktisadi ve İdari Bilimler Dergisi, 29(4), 659-678.
• Dong, X., Li, H., Liu, S., Cai, C., & Fan, X. (2018). How does material possession love influence sustainable consumption behavior towards the durable products?. Journal of cleaner production, 198, 389-400.
• Ek Styven, M., & Mariani, M.M. (2020). Understanding the intention to buy secondhand clothing on sharing economy platforms: the influence of sustainability, distance from the consumption system, and economic motivations. Psychology and Marketing, 37(5), 724-739.
• Ergen, A., Baykan, B. G., & Turan, S. G. (2015). Effect of materialism and environmental knowledge on environmental consciousness among high school students: A study conducted in Istanbul province. Journal of Human Sciences, 12(1), 511-526.
• Evers, U., Gruner, R. L., Sneddon, J., & Lee, J. A. (2018). Exploring materialism and frugality in determining product end‐use consumption behaviors. Psychology & Marketing, 35(12), 948-956.
• Felix, R., & Almaguer, J. (2019). Nourish what you own: psychological ownership, materialism and pro-environmental behavioral intentions. Journal of Consumer Marketing. 36(1), 82-91.
• Ger, G., & Belk, R. W. (1996). Cross-cultural differences in materialism. Journal of Economic Psychology, 17, 55–77.
• Isham, A., Verfuerth, C., Armstrong, A., Elf, P., Gatersleben, B., & Jackson, T. (2022). The problematic role of materialistic values in the pursuit of sustainable well-being. International journal of environmental research and public health, 19(6), 3673.
• Jonkutė, G. (2015). The consumers’ approach to sustainable consumption and production: a case study in Lithuania. Environmental Research, Engineering and Management, 71(4), 28-46.
• Karaca, Ş. (2018). Yaşam tarzının sürdürülebilir tüketim davranışı üzerindeki etkisini belirlemeye yönelik bir çalışma. İşletme Araştırmaları Dergisi, 10(3), 403-425.
• Karaca, Ş. & Karapınar S., E. (2021). Bireysel Çevre Okuryazarlığı ve Yeşil Ürün Tutumunun Yeşil Satın Alma Niyeti Üzerindeki Etkisinin Yapısal Eşitlik Modeli ile İncelenmesi. Erciyes Akademi, 35(1), 299-322.
• Kilbourne, W.E. & Pickett, G.M. (2008). How materialism affects environmental beliefs, concern, and environmentally responsible behavior”, Journal of Business Research, 61(9),. 885-893.
• Kocapınar, Batmaz, F., & Ergen, A. (2022). Mindfulness and sustainable consumption: Evidence from students in İstanbul. Academic Journal of Interdisciplinary Studies, 11(1), 56-67.
• Kong, N., Salzmann O., Steger, U. & Somers, A. (2002). Moving Business/Industry Towards Sustainable Consumption: The Role of NGOs. European Management Journal, 20(2), 109-127.
• Kuanr, A., Pradhan, D., & Chaudhuri, H. R. (2020). I (do not) consume; therefore, I am: Investigating materialism and voluntary simplicity through a moderated mediation model. Psychology & Marketing, 37(2), 260-277.
• Kumar, A., Prakash, G. & Kumar, G. (2021). Does environmentally responsible purchase intention matter for consumers? A predictive sustainable model developed through an empirical study. Journal of Retailing and Consumer Services, 58, 102270.
• Laksmidewi, D. (2022). Does The Consumers Materialism Affect Their Green Behavior?. Journal of the Community Development in Asia (JCDA), 5(1), 21-29.
• Lee, Y. K., Kim, S., Kim, M. S., & Choi, J. G. (2014). Antecedents and interrelationships of three types of pro-environmental behavior. Journal of Business Research, 67(10), 2097-2105.
• Lubowiecki-Vikuk, A., Dąbrowska, A., & Machnik, A. (2021). Responsible consumer and lifestyle: Sustainability insights. Sustainable production and consumption, 25, 91-101.
• Mai, N. T. T. (2019). An investigation into the relationship between materialism and green purchase behavior in Vietnam and Taiwan. Journal of Economics and Development. 21(2), 247-258.
• Matharu, M., Jain, R., & Kamboj, S. (2020). Understanding the impact of lifestyle on sustainable consumption behavior: a sharing economy perspective. Management of environmental quality: An international Journal, 32(1), 20-40.
• Mirabi, V., Akbariyeh, H., & Tahmasebifard, H. (2015). A study of factors affecting on customers purchase intention. Journal of Multidisciplinary Engineering Science and Technology (JMEST), 2(1), 267-273. Norwegian Çevre Bakanlığı (1994). In: Report of the Sustainable Consumption Symposium (Oslo). Quoquab, F., & Mohammad, J. (2016). Sustainable consumption: sacrificing for the future. Procedia-Social and Behavioral Sciences, 224, 599-604. Özdamar, K. (2004). Tabloların oluşturulması, güvenirlik ve soru analizi. Paket Programlarla İstatistiksel Veri Analizi-1. 5th ed. Eskişehir: Kaan Kitabevi, 201-50. Özgül, E. (2010). Tüketicilerin Değer Yapıları, Gönüllü Sade Yaşam Tarzı ve Sürdürülebilir Tüketim Üzerindeki Etkileri. Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 28(2), 117-150.
• Ramayah, T., Lee, J.W.C., & Mohamad, O. (2010). Green product purchase intention: some insights from a developing country. Resources, conservation and recycling, 54(12), 1419–1427.
• Richins, M.L. (2004). The material values scale: measurement properties and development of a short form. Journal of consumer Research, 31(1), 209–219.
• Richins, M. L., & Dawson, S. (1992). A consumer values orientation for materialism and its measurement: Scale development and validation. Journal of consumer research, 19(3), 303-316.
• Segev, S., Shoham, A. & Gavish, Y. (2015). A closer look into the materialism construct: the antecedents and consequences of materialism and its three facets. Journal of Consumer Marketing, 32(2), 85-98.
• Shaikh, A., Mukerjee, K., & Banerjee, S. (2022). Cab-sharing services and transformation expectations of consumers: the moderating role of materialism. Benchmarking: An International Journal, https://doi.org/10.1108/BIJ-09-2021-0525
• Sreen, N., Purbey, S., & Sadarangani, P. (2020). Understanding the relationship between different facets of materialism and attitude toward green products. Journal of Global Marketing, 33(5), 396-416.
• Steiger, J. H. (2007). Understanding the limitations of global fit assessment in structural equation modeling. Personality and Individual differences, 42(5), 893-898.
• Stillman D. & Stillman, J. (2019). İşte Z Kuşağı: Genç Kuşak İşyerini Nasıl Dönüştürüyor?. İKÜ Yayınevi: İstanbul.
• Strizhakova, Y., & Coulter, R. A. (2013). The “green” side of materialism in emerging BRIC and developed markets: The moderating role of global cultural identity. International Journal of Research in Marketing, 30(1), 69-82.
• Suárez, E., Hernández, B., Gil-Giménez, D., & Corral-Verdugo, V. (2020). Determinants of frugal behavior: the influences of consciousness for sustainable consumption, materialism, and the consideration of future consequences. Frontiers in Psychology, 11, 567752.
• Tabachnick, B. G. & Fidell, L. S. (2001). Using Multivariate Statistics, 4th Edn. Needham Heights, MA: Allyn and Bacon.
• Tang, Y., & Hinsch, C. (2018). Going green to be morally clean: An examination of environmental behavior among materialistic consumers. Psychology & Marketing, 35(11), 845-862.
• Tiltay, M. A. & Torlak, Ö. (2011). Materyalist Eğilim, Dini Değerler, Marka Bağlılığı ve Tüketici Ahlakı Arasındaki İlişkiler. İş Ahlakı Dergisi, 4(7), 93-130.
• Ülker, Y. (2021). Tüketim Karşıtı Bireylerin Çevreci Reklamlara Olan Tutumları. Selçuk İletişim, 14(2), 784-804.
• Yemez, İ. (2022). Dini Bağlılık, Çevre Bilinci ve Dışa Dönüklüğün Yeşil Ürün Satın Alma Niyeti Üzerindeki Etkisi: Z Kuşağı Üzerine Bir Uygulama. Uluslararası İktisadi ve İdari İncelemeler Dergisi, (34), 97-116.
• Yue, B., Sheng, G., She, S., & Xu, J. (2020). Impact of consumer environmental responsibility on green consumption behavior in China: the role of environmental concern and price sensitivity. Sustainability, 12(5), 2074.