THE ROLE OF PERCEIVED QUALITY, PERCEIVED RISK, AND TRUST ON PURCHASE INTENTION OF ECO-FRIENDLY PRODUCTS

Yıl 2019, Cilt: 21 Sayı: 4, 1147 - 1171, 19.12.2019

Zehra Bozbay , Melike Güleç , Nargiz Zulfugarova

https://doi.org/10.16953/deusosbil.507915

Cited By: 2

Öz

In recent years,
environmental trends in consumers' purchasing behaviour have made it important
for companies to produce and sell eco-friendly products. Green marketing has
become a major issue for those who want to differ and who give value of
consumers to buy eco-friendly products. Although there are studies about green
marketing in the literature, it is seen that these studies do not include with
consumer values, trust, perceived quality and risk concepts. For this reason,
this study aims to contribute to green marketing literature and to identify
issues that may be important in the eco-friendly applications. In this study,
the importance of emotional and ecological value, perceived quality, perceived
risk and in particular, the trust among eco-friendly products, has been
investigated. During the research, face-to-face questionnaire was used and 210
people who purchased eco-friendly electronic products in Istanbul attend the
survey. According to the results, perceived quality and trust for these
products were determined to be effective in purchasing eco-friendly products
for consumers. Moreover, emotional value is effective in creating perceived
quality for eco-friendly products, and perceived quality is effective on trust. 

Anahtar Kelimeler

Emotional Value, Perceived Quality, Green Trust, Eco-Friendly Product, Puchase Intention

ÇEVRE DOSTU ÜRÜN SATIN ALMA NİYETİNDE ALGILANAN KALİTE, ALGILANAN RİSK VE GÜVENİN ROLÜ

Öz

Son yıllarda tüketicilerin satın alma davranışlarında
yaşanan çevreci eğilimler işletmeler için çevre dostu ürün üretmeyi ve
pazarlamayı önemli hale getirmiştir. Farklılaşmak isteyen ve tüketicilerin
çevre dostu ürün satın almaya yönelik değerlerine önem veren işletmeler için
yeşil pazarlama önemli bir konu haline gelmiştir. Literatürde yeşil pazarlamaya
yönelik çalışmalar artsa da bu çalışmaların tüketici değerleri, güven,
algılanan kalite ve risk kavramlarını bir arada ele almadığı görülmektedir.
Dolayısıyla bu çalışmada hem yeşil pazarlama literatürüne katkı yapmak hem de
işletmelere çevreci uygulamalarında önemli olabilecek hususları belirlemek
amaçlanmıştır. Çalışmada tüketicilerin çevre dostu ürün satın alma niyeti ve
davranışında duygusal ve çevresel değerin, algılanan kalitenin, algılanan riskin
ve özellikle de bu çevre dostu ürünlere yönelik güvenin önemi araştırılmıştır. Yapılan
çalışmada yüz yüze anket yöntemi kullanılmış olup İstanbul il merkezinde
yaşayan, çevre dostu elektronik ürün
satın almış 210 katılımcıya ulaşılmıştır. Sonuçlara göre tüketiciler
için çevre dostu ürün satın almada bu ürünlere yönelik algılanan kalite ve
güvenin etkili olduğu belirlenmiştir. Ayrıca, duygusal değerin çevre dostu
ürünlere yönelik algılanan kalite yaratmada etkili olduğu, algılanan kalitenin
de güven üzerinde etkili olduğu sonucuna ulaşılmıştır. 

Anahtar Kelimeler

Duygusal Değer, Algılanan Kalite, Yeşil Güven, Çevre Dostu Ürün, Satın Alma Niyeti

Kaynakça

• Aaker, D.A. (1991). Management brand equity. New York: The Free Press.
• Ariffin, S., Yusof, J. M., Putit, L. & Shah, M. I. A. (2016). Factors influencing perceived quality and repurchase intention towards green products. Procedia Economics and Finance, 37, 391-396.
• Arttachariya, P. (2012). Environmentalism and green purchasing behavior: a study on graduate students in Bangkok, Thailand. BU Academic Review, 11(2), 1-11.
• Arvola, A., Vassallo, M., Dean, M., Lampila, P., Saba, A., Lähteenmäki, L, & Shepherd, R. (2008). Predicting intentions to purchase organic food: the role of affective and moral attitudes in the theory of planned behaviour. Appetite, 50(2-3), 443-454.
• Bettman, J. R. (1973). Perceived risk and its components: A model and empirical test. Journal of Marketing Research, 10(2), 184-190.
• Cai, Z., Xie, Y. & Aguilar, F. X. (2017). Eco-label credibility and retailer effects on green product purchasing intentions. Forest Policy and Economics, 80, 200-208.
• Chen, T. B. & Chai, L. T. (2010). Attitude towards the environment and green products: Consumers' perspective. Management Science and Engineering, 4(2), 27.
• Chen, Y. S. & Chang, C. H. (2012). Enhance green purchase intentions: The roles of green perceived value, green perceived risk, and green trust. Management Decision, 50(3), 502-520.
• Chen, Y. S. & Chang, C. H. (2013). Towards green trust: The influences of green perceived quality, green perceived risk, and green satisfaction. Management Decision, 51(1), 63-82.
• Chen, Y. S., & Chang, C. H. (2013). Greenwash and green trust: The mediation effects of green consumer confusion and green perceived risk. Journal of Business Ethics, 114(3), 489-500.
• Davies, A., Titterington, A. J. & Cochrane, C. (1995). Who buys organic food? A profile of the purchasers of organic food in Northern Ireland. British Food Journal, 97(10), 17-23.
• Deutsch, M. (1958). Trust and suspicion. Journal of Conflict Resolution, 2(4), 265-279.
• D'Souza, C., Taghian, M. & Khosla, R. (2007). Examination of environmental beliefs and its impact on the influence of price, quality and demographic characteristics with respect to green purchase intention. Journal of Targeting, Measurement and Analysis for Marketing, 15(2), 69- 78.
• Eid, M. I. (2011). Determinants of e-commerce customer satisfaction, trust, and loyalty in Saudi Arabia. Journal of Electronic Commerce Research, 12(1), 78-93.
• Ghazali, E., Soon, P. C., Mutum & D. S., Nguyen, B. (2017). Health and cosmetics: Investigating consumers’ values for buying organic personal care products. Journal of Retailing and Consumer Services, 39, 154-163.
• Gonçalves, H. M., Lourenço, T. F. & Silva, G. M. (2016). Green buying behavior and the theory of consumption values: A fuzzy-set approach. Journal of Business Research, 69(4), 1484-1491.
• Hair, J. F., Anderson, R. E., Babin, B. J. & Black, W. C. (2010). Multivariate data analysis: A Global Perspective (Vol. 7). Upper Saddle River, NJ: Pearson.
• Hartmann, P. & Apaolaza Ibáñez, V. (2006). Green value added. Marketing Intelligence & Planning, 24(7), 673-680.
• Hartmann, P. & Apaolaza-Ibáñez, V. (2012). Consumer attitude and purchase intention toward green energy brands: The roles of psychological benefits and environmental concern. Journal of Business Research, 65(9), 1254-1263.
• Haws, K. L., Winterich, K. P. & Naylor, R. W. (2014). Seeing the world through green‐tinted glasses: Green consumption values and responses to environmentally friendly products. Journal of Consumer Psychology, 24(3), 336-354.
• Hobbs, J. E. & Goddard, E. (2015). Consumers and trust. Food Policy, 52, 71-74.
• Jaiswal, D. & Kant, R. (2018). Green purchasing behaviour: A conceptual framework and empirical investigation of Indian consumers. Journal of Retailing and Consumer Services, 41, 60-69.
• Johnson, M. S., Sivadas, E. & Garbarino, E. (2008). Customer satisfaction, perceived risk and affective commitment: An investigation of directions of influence. Journal of Services Marketing, 22(5), 353-362.
• Kotler, P. & Sarkar, C. (2017). Finally! Brand activism. http://www.marketingjournal.org/finally-brand-activism-philip-kotler-and-christian-sarkar/ (Erişim Tarihi: 03.04.2019).
• Kim, Y. & Choi, S. M. (2005). Antecedents of green purchase behavior: An examination of collectivism, environmental concern, and PCE. ACR North American Advances, 32, 592-599.
• Lai, C. K. & Cheng, E. W. (2016). Green purchase behavior of undergraduate Students in Hong Kong. The Social Science Journal, 53(1), 67-76.
• Laroche, M., Kim, C. & Zhou, L. (1996). Brand familiarity and confidence as determinants of purchase intention: An empirical test in a multiple brand context. Journal of Business Research, 37(2), 115-120.
• Loureiro, M. L. (2003). Rethinking new wines: Implications of local and environmentally friendly labels. Food Policy, 28(5-6), 547-560.
• Marakanon, L. & Panjakajornsak, V. (2017). Perceived quality, perceived risk and customer trust affecting customer loyalty of environmentally friendly electronics products. Kasetsart Journal of Social Sciences, 38(1), 24-30.
• Mitchell, V. W. (1999). Consumer perceived risk: Conceptualizations and models. European Journal of Marketing, 33(1/2), 163-195.
• Ophuis, P. A. O. & Van Trijp, H. C. (1995). Perceived quality: A market driven and consumer oriented approach. Food Quality and Preference, 6(3), 177-183.
• Parasuraman, A., Zeithaml, V.A. & Berry, L.L. (1985). A conceptual model of service quality and its implications for future research. The Journal of Marketing, 49(4), 41-50.
• Parguel, B., Benoît-Moreau, F. & Larceneux, F. (2011). How sustainability ratings might deter ‘greenwashing’: A closer look at ethical corporate communication. Journal of Business Ethics, 102(1), 15-28.
• Patterson, P. G. & Spreng, R. A. (1997). Modelling the relationship between perceived value, satisfaction and repurchase intentions in a business-to-business, services context: An empirical examination. International Journal of Service Industry Management, 8(5), 414-434.
• Peter, J. P. & Ryan, M. J. (1976). An investigation of perceived risk at the brand level. Journal of Marketing Research, 13(2), 184-188.
• Ricci, E. C., Banterle, A. & Stranieri, S. (2018). Trust to go green: An exploration of consumer intentions for eco-friendly convenience food. Ecological Economics, 148, 54-65.
• Romani, S., Grappi, S., Zarantonello, L., & Bagozzi, R. P. (2015). The revenge of the consumer! How brand moral violations lead to consumer anti-brand activism. Journal of Brand Management, 22(8), 658-672.
• Sheth, J. N., Newman, B. I. & Gross, B. L. (1991). Why we buy what we buy: A theory of consumption values. Journal of Business Research, 22(2), 159-170.
• Snoj, B., Pisnik Korda, A. & Mumel, D. (2004). The relationships among perceived quality, perceived risk and perceived product value. Journal of Product & Brand Management, 13(3), 156-167.
• D'Souza, C., Taghian, M. & Khosla, R. (2007). Examination of environmental beliefs and its impact on the influence of price, quality and demographic characteristics with respect to green purchase intention. Journal of Targeting, Measurement and Analysis for Marketing, 15(2), 69-78.
• D'Souza, C., Taghian, M. & Khosla, R. (2007). Examination of environmental beliefs and its impact on the influence of price, quality and demographic characteristics with respect to green purchase intention. Journal of Targeting, Measurement and Analysis for Marketing, 15(2), 69-78.
• Strong, C. (1996). Features contributing to the growth of ethical consumerism-a preliminary investigation. Marketing Intelligence & Planning, 14(5), 5-13.
• Suki, N. M. (2016). Consumer environmental concern and green product purchase in Malaysia: Structural effects of consumption values. Journal of Cleaner Production, 132, 204-214.
• Sweeney, J. C., Soutar, G. N. & Johnson, L. W. (1999). The role of perceived risk in the quality-value relationship: A study in a retail environment. Journal of Retailing, 75(1), 77-105.
• Teng, C. C. & Lu, C. H. (2016). Organic food consumption in Taiwan: Motives, involvement, and purchase intention under the moderating role of uncertainty. Appetite, 105, 95-105.
• Trott, S. & Sople, V. V. (2016). Brand equity: An Indian perspective. New Delhi: PHI Learning Pvt. Ltd.
• Tsiotsou, R. (2006). The role of perceived product quality and overall satisfaction on purchase intentions. International Journal of Consumer Studies, 30(2), 207-217.
• Wu, J. H., Wu, C. W., Lee, C. T. & Lee, H. J. (2015). Green purchase intentions: An exploratory study of the Taiwanese electric motorcycle market. Journal of Business Research, 68(4), 829-833.
• Yoo, B., Donthu, N. & Lee, S. (2000). An examination of selected marketing mix elements and brand equity. Journal of the Academy of Marketing Science, 28(2), 195-211.
• Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. The Journal of Marketing, 52(3) 2-22.