AN EXAMINATION OF THE ROLE OF ENVIRONMENTAL CONCERN, PERCEIVED CONSUMER EFFECTIVENESS, AND COLLECTIVISM IN GREEN PURCHASE BEHAVIOR OF CONSUMERS

Yıl 2015, Cilt: 29 Sayı: 1, 121 - 136, 05.02.2015

Ceyda Tanrıkulu

Öz

This study had two fundamental aims. The first was to determine effectiveness as psychographics features and collectivism have an effect on green purchase behavior of consumers. The second was to determine whether environmental concern and perceived consumer effectiveness have a mediator role in the relationship between green purchase behavior and collectivism. Data were gathered from consumers via survey. The questionnaire used in the survey was conducted to a convenience sample of consumers from Adana, Turkey through a self-administered questionnaire. Regression analysis and mediation analysis were used to test the hypotheses. The findings suggested that green purchase behavior was affected by environmental concern, perceived consumer effectiveness, and collectivism positively. The findings, also, clearly showed that environmental concern and perceived consumer effectiveness play a fundamental role both in terms of the direct impact on the green purchase behavior and the indirect effect as a mediator on how collectivism affect it. One of the expected major contributions of this study for consumer behavior literature and practitioners is to provide an explanation why and how there is an observed relation between green purchase behavior and collectivism by using mediation in examination green behavior of consumers

Anahtar Kelimeler

Environmental Concern, Perceived Consumer Effectiveness, Collectivism, Green Consumption Behavior, Consumer Behavior

ÇEVRESEL KAYGI, ALGILANAN TÜKETİCİ ETKİNLİĞİ VE KOLLEKTİVİZMİN, TÜKETİCİLERİN YEŞİL SATIN ALMA DAVRANIŞLARINDAKİ ROLÜ ÜZERİNE BİR İNCELEME

Öz

Bu çalışmanın iki temel amacı vardır. Birincisi; kollektivismin ve psikografik özellik olarak çevresel kaygının ve algılanan tüketici etkinliğinin, yeşil satın alma davranışı üzerinde etkisinin olup olmadığını tespit etmektir. İkincisi; çevresel kaygının ve algılanan tüketici etkinliğinin, kollektivism ve yeşil satın alma davranışı arasındaki ilişkide arabulucu olup olmadığının belirlenmesidir. Çalışmada, veriler tüketicilerden anket yolu ile toplanmıştır. Anketler, kolayda örnekleme kullanılarak Adana’da yaşayan tüketicilerin kendi kendilerine doldurmaları ile gerçekleştirilmiştir. Hipotez testleri için regresyon ve arabuluculuk analizi kullanılmıştır. Bulgular, yeşil satın alma davranışının; çevresel kaygı, algılanan tüketici etkinliği ve kollektivismden olumlu yönde etkilendiğini ortaya çıkarmıştır. Ayrıca, bulgular, çevresel kaygı ve algılanan tüketici etkinliğinin, yeşil satın alma üzerinde hem direkt etkisini hem de yeşil satın alma davranışının kollektivismden nasıl etkilendiğini gösteren arabulucu değişken olarak dolaylı etkisini ortaya çıkararak bunların, tüketicilerin yeşil satın alma davranışlarında temel rollere sahip oldularını göstermiştir. Çalışmanın, tüketici davranışları literatürüne ve uygulamaya beklenen temel katkılarından birisi; tüketicilerin yeşil davranışlarının incelenmesinde arabuluculuğun kullanılarak, kollektivistlik ile yeşil satın alma davranışı arasındaki ilişkisinin neden ve nasıl olduğuna bir açıklama sağlamasıdır.

Anahtar Kelimeler

Çevresel Kaygı, Algılanan Tüketici Etkinliği, Kollektivizm, Yeşil Satın Alma, Tüketici Davranışları

Kaynakça

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