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

Yıl 2022, , 407 - 436, 29.04.2022

Sinan Çavuşoğlu , Bülent Demirağ

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

Öz

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.

Anahtar Kelimeler

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

GREENWASH AND GREEN PURCHASE BEHAVIOR: AN ENVIRONMENTALLY SUSTAINABLE PERSPECTIVE

Öz

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.

Anahtar Kelimeler

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

Kaynakça

• Ak, F. R., Yogendran, D., ve Mundol, A. A. (2020). Factors Influencing Green Brand Loyalty and Green Purchase Behaviour, National Institute of Technology, 14(2), 921-928.
• Akturan, U. (2018). How does greenwashing affect green branding equity and purchase intention? An empirical research. Marketing Intelligence & Planning, 36(7), 809-824. https://doi.org/10.1108/MIP-12-2017-0339
• Alamsyah, D. P., Suhartini, T., Rahayu, Y., Setyawati, I., ve Hariyanto, O. I. B. (2018). Green advertising, green brand image and green awareness for environmental products. In IOP Conference Series: Materials Science and Engineering, 434(1), IOP Publishing.
• Alhaddad, A. (2015). A structural model of the relationships between brand image, brand trust and brand loyalty. International Journal of Management Research and Reviews, 5(3), 137-144.
• 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.
• Byrne, B. M. (2012). Structural equation modeling with Mplus: Basic concepts, applications and programming. Taylor & Francis/Routledge.
• Carroll, B. A., ve Ahuvia, A. C. (2006). Some antecedents and outcomes of brand love. Marketing letters, 17(2), 79-89.
• 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.
• Chen, Y. S. (2010). The drivers of green brand equity: Green brand image, green satisfaction, and green trust. Journal of Business ethics, 93(2), 307-319.
• 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
• Chen, Y. S., ve 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.
• 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.
• Cheng, S. I. (2011). Comparisons of competing models between attitudinal loyalty and behavioral loyalty. International Journal of Business and Social Science, 2(10), 149-166.
• Cohen, J. (1988). Statistical power analysis for the behavioral sciences (2nd Ed.). Hillsdale, NJ: Lawrence Erlbaum Associates, Publishers.
• Dabija, D. C., Bejan, B. M., ve Grant, D. B. (2018). The impact of consumer green behaviour on green loyalty among retail formats. Moravian geographical reports, 26(3), 173-185.
• 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.
• Fornell, C., ve Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.
• 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.
• Lippert, I. (2011). Greenwashing. In P. Robbins, K. Wehr, and J. G. Golson, (ed.), Encyclopaedia of Green Culture Sage Publications, New Dehli, India
• Lyon, T. P., ve Maxwell, J. W. (2011). Greenwash: Corporate environmental disclosure under threat of audit. Journal of Economics & Management Strategy, 20(1), 3-41.
• Malhotra, Y. (2004). Desperately Seeking Self-Determination: Key to the New Enterprise Logic of Customer Relationships, Customer Relationship Management Mini-track. In Proceedings of the Americas Conference on Information Systems (AMCIS 2004), New York, New York (pp. 1-8).
• Mangini, E. R., Amaral, L. M., Conejero, M. A., ve Pires, C. S. (2020). Greenwashing Study and Consumers’ Behavioral Intentions. Consumer Behavior Review, 4(3), 229-244.
• Marvi, M. H., Minbashrazgah, M. M., Zarei, A., ve Baghini, G. S. (2020). Knowledge foundation in green purchase behaviour: Multidimensional scaling method. Cogent Business & Management, 7(1), 1-18. https://doi.org/10.1080/23311975.2020.1773676
• More, P. V. (2019). The impact of greenwashing on green brand trust from an Indian perspective. Asian Journal of Innovation and Policy, 8(1), 162-179.
• Mudambi, S. M., Doyle, P., ve Wong, V. (1997). An exploration of branding in industrial markets. Industrial Marketing Management, 26(5), 433-446.
• Navaneethakrishnan, K., ve Sathish, A. S. (2020). It’s all about brand love-expressing through purchase intention, brand trust and brand attitude. Journal of Critical Reviews, 7(4), 313-318.
• Nekmahmud, M., ve Fekete-Farkas, M. (2020). Why not green marketing? Determinates of consumers’ intention to green purchase decision in a new developing nation. Sustainability, 12(19), 1-31. https://doi.org/10.3390/su12197880
• Netto, S. V. F., Sobral, M. F. F, Ribeiro, A. R. B., ve Soares, G. R. L. (2020). Concepts and forms of greenwashing: A systematic review. Environ Sci Eur, 32(19), https://doi.org/10.1186/s12302-020-0300-3
• Nguyen, T. T. H., Yang, Z., Nguyen, N., Johnson, L. W., ve Cao, T. K. (2019). Greenwash and green purchase intention: The mediating role of green skepticism. Sustainability, 11(9), 1-16. https://doi.org/10.3390/su11092653
• Nunnally, J., ve Bernstein, I. (1994). Psychometric Theory (3rd ed.), McGraw-Hill, New York.
• Nur, H. (2012). The effect of customer satisfaction, customer trust on custromer loyalty of the card users of PT. Indosat tbk. In proceedings intl conf information system business competitiveness, 91-100.
• O’brien, R. M. (2007). A caution regarding rules of thumb for variance inflation factors. Quality & quantity, 41(5), 673-690.
• Papista, E., ve Dimitriadis, S. (2019). Consumer-green brand relationships: revisiting benefits, relationship quality and outcomes. Journal of Product & Brand Management, 28(2), 166-187. https://doi.org/10.1108/JPBM-09-2016-1316
• Parguel, B., Benoît-Moreau, F., ve Larceneux, F. (2011). How sustainability ratings might deter ‘greenwashing’: A closer look at ethical corporate communication. Journal of Business Ethics, 102(1), 15-28.
• Pimonenko, T. V., Liulov, O. V., ve Chyhryn, O. Y. (2019). Company’s image and greenwashing in the framework of green investment concept. Scientific Bulletin of the Odessa National Economic University, 2, 143-157. https://doi.org/10.32680/2409-9260-2019-2-265- 143-157
• Qomariah, A., ve Prabawani, B. (2020). The effects of environmental knowledge, environmental concern, and green brand image on green purchase intention with perceived product price and quality as the moderating variable. In IOP Conference Series: Earth and Environmental Science, 448(1), IOP Publishing.
• Rahmi, D. Y., Rozalia, Y., Chan, D. N., Anira, Q., ve Prima, R. (2017). Green brand image, green awareness, green advertisement, and ecological knowledge in improving green purchase intention and green purchase behavior on creative industry products. Journal of Economics, Business, and Accountancy Ventura, 20(2), 177-186.
• Sarumathi, S. (2014). Green purchase behavior-a conceptual framework of socially conscious consumer behavior. Global Journal of Finance and Management, 6(8), 777-782.
• Selvakumar, J. J., ve Arthi, T. S. (2019). Influence of green brand image on brand loyalty-a study on leading automobile brands. Global Management Review, 13(1), 23-38.
• Sheikh, F. Z., Mirza, A. A., Aftab, A., ve Asghar, B. (2014). Consumer green behaviour toward green products and green purchase decision. International Journal of Multidisciplinary Science and Engineering, 5(9), 1-9.
• Sinisalo, C. (2020). Effect of Greenwashing on Brand Image and Buying Behaviour in Fast Fashion: A Consumer Perspective (Doktora Tezi). Erişim adresi https://www.theseus.fi/handle/10024/347178
• Smith, R. A., White-McNeil, A., ve Ali, F. (2020). Students’ perceptions and behavior toward on-campus foodservice operations. International Hospitality Review, 34(1), 13-28.
• Sönmez Çakır, F. (2020). Kısmi En Küçük Kareler Yapısal Eşitlik Modellemesi (PLS-SEM) SmartPLS 3.2. Uygulamaları. Gazi Kitabevi, Ankara.
• Sreen, N., Dhir, A., Talwar, S., Tan, T. M., ve Alharbi, F. (2021). Behavioral reasoning perspectives to brand love toward natural products: Moderating role of environmental concern and household size. Journal of Retailing and Consumer Services, 61, 1-13. https://doi.org/10.1016/j.jretconser.2021.102549
• Syed Alwi, S. F., Nguyen, B., Melewar, T., Loh, Y. H., ve Liu, M. (2016). Explicating industrial brand equity: Integrating brand trust, brand performance and industrial brand image. Industrial Management & Data Systems, 116(5), 858-882. https://doi.org/10.1108/IMDS- 09-2015-0364
• Tanford, S. (2013). The impact of tier level on attitudinal and behavioral loyalty of hotel reward program members. International Journal of Hospitality Management, 34, 285-294.
• Xiao, Z., Wang, Y., Ji, X., ve Cai, L. (2021). Greenwash, moral decoupling, and brand loyalty. Social Behavior and Personality: An international journal, 49(4), 1-8.
• Zameer, H., Wang, Y., ve Yasmeen, H. (2020). Reinforcing green competitive advantage through green production, creativity and green brand image: implications for cleaner production in China. Journal of cleaner production, 247, 1-15. https://doi.org/10.1016/j.jclepro.2019.119119
• Zhao, X., Lynch Jr, J. G., ve Chen, Q. (2010). Reconsidering Baron and Kenny: Myths and truths about mediation analysis. Journal of consumer research, 37(2), 197-206.