Bilişsel Değerler ve Yeşil Dışsal Motivasyonun Çevresel Tutuma Etkisinin İncelenmesi

Yıl 2022, Cilt: 13 Sayı: 2, 550 - 569, 21.06.2022

Ebru Sönmez Karapınar , Şükran Karaca

Öz

Tüketicilerin çevresel bozulmanın tersine çevrilmesinde doğrudan katkısı bulunan çevre dostu ürünleri satın alma ve kullanma kararlarında çevre yanlısı tutumlar önem arz etmektedir. Çevreyi korumanın önemli bir göstergesi olarak kabul edilen bilişsel değerler ve çevre dostu davranışlar sergilemeye yönlendiren dışsal motivasyon unsurları çevre yanlısı tutumun sergilenmesinde etkili faktörlerdir. Çevre psikolojisinde çok önemli bir yapı olan çevresel tutum, bir kişinin çevreyle ilgili faaliyetler veya konularla ilgili sahip olduğu inançların, duygulanımların ve davranışsal niyetlerin toplamıdır. Bu bağlamda çalışmanın amacı yeşil ürünlere yönelik bilişsel değerler ve yeşil dışsal motivasyonun çevresel tutuma etkisini incelemektir. Araştırma kapsamında 289 kişiden çevrimiçi anket tekniği ile veriler elde edilmiştir. Yapılan analizler sonucunda, bilişsel değerlerin ve yeşil dışsal motivasyon boyutlarından devletin rolünün çevresel tutum üzerinde pozitif ve anlamlı bir etkisinin olduğu tespit edilmiştir. Ayrıca bu araştırma ile çevresel tutumun demografik özelliklere ve yeşil ürün satın alma sıklığına göre farklılık gösterip göstermediği de test edilmiştir. Elde edilen bulgulara göre, çevresel tutumun cinsiyet, eğitim ve mesleklere göre farklılık gösterdiği, yaş, gelir, medeni durum ve yeşil ürün satın alma sıklığına göre ise farklılık göstermediği sonucuna ulaşılmıştır.

Anahtar Kelimeler

Çevresel Tutum, Bilişsel Değer, Devletin Rolü, İletişim Etkisi, Yeşil Dışsal Motivasyon, Yeşil Dışsal Motivasyon

Investigation of theEffect of Cognitive Values and Green External Motivation on Environmental Attitude

Öz

Environmental attitudes are important in consumers' decisions to purchase and use environmentally friendly products that directly contribute to the reversal of environmental degradation.Cognitive values, which are accepted as an important indicator of protecting the environment, and extrinsic motivation elements that lead to exhibit environmentally friendly behaviors are effective factors in exhibiting pro-environmental attitudes. In this context, the aim of the study is to examine the cognitive values of green products and the effect of green extrinsic motivation on environmental attitudes. Within the scope of the research, data were obtained from 289 people by online survey technique. As a result of the analysis, it was determined that the role of the state, which is one of the dimensions of cognitive values and green extrinsic motivation, has a positive and significant effect on environmental attitude. In addition, this study also tested whether environmental attitudes differ according to demographic characteristics and frequency of purchasing green products. According to the findings, it was concluded that environmental attitude differs according to gender, education and occupation, but does not differ according to age, income, marital status and frequency of purchasing green products.

Anahtar Kelimeler

Environmental Attitude, Cognitive Value, Role of the State, Communication Effect, Green Extrinsic Motivation

Kaynakça

• Ali, F., Ashfaq, M., Begum, S., & Ali, A. (2020). How “green” thinking and altruism translate into purchasing ıntentions for electronics products: The intrinsic-extrinsic motivation mechanism. Sustainable Production and Consumption, 24, 281-291, https://doi.org/10.1016/ j.spc.2020.07.013
• Arcury, T. A. (1990). Environmental attitude and environmental knowledge. Human Organization, 49(4), 300-304, https://www.jstor.org/stable/44126748
• Bagozzi, R. P. (1992). The self-regulation of attitudes, intentions, and behavior. Social Psychology Quarterly, 55(2), 178-204, https://doi.org/10.2307/2786945
• Boeve‐De Pauw, J., & Van Petegem, P. (2011). The effect of flemish eco‐schools on student environmental knowledge, attitudes, and affect. International Journal of Science Education, 33(11), 1513-1538, https://doi.org/10.1080/09500693.2010.540725
• Brenner, I. (2019). Climate change and the human factor: Why does not everyone realize what is happening? International Journal of Applied Psychoanalytic Studies, 16(2), 137-143, https://doi.org/10.1002/aps.1619
• Chan, R. Y. (1999). Environmental attitudes and behavior of consumers in China: Survey findings and implications. Journal of International Consumer Marketing, 11(4), 25-52, https://doi.org/ 10.1300/J046v11n04_03
• Chan, R. Y. (2001). Determinants of Chinese consumers' green purchase behavior. Psychology & Marketing, 18(4), 389-413, https://doi.org/10.1002/mar.1013
• Chen, C. C., Chen, C. W., & Tung, Y. C. (2018). Exploring the consumer behavior of ıntention to purchase green products in belt and road countries: An empirical analysis. Sustainability, 10(3), 854, 1-18, https://doi.org/10.3390/su10030854
• Cheung, M. F., & To, W. M. (2019). An extended model of value-attitude-behavior to explain Chinese Consumers’ green purchase behavior. Journal of Retailing and Consumer Services, 50, 145-153, https://doi.org/10.1016/j.jretconser.2019.04.006
• Chu, K. M. (2018). Mediating influences of attitude on internal and external factors influencing consumers’ intention to purchase organic foods in China. Sustainability, 10(12), 4690, https://doi.org/ 10.3390/su10124690
• Connell, K. Y. H. (2011). Exploring Consumers' Perceptions of Eco‐Conscious Apparel Acquisition Behaviors. Social Responsibility Journal, 7(1), 61-73, https://doi.org/10.1108/1747111111 1114549.
• Corbett, J. B. (2005). Altruism, self-ınterest, and the reasonable person model of environmentally responsible behavior. Science Communication, 26(4), 368-389, https://doi.org/10.1177/107554700 5275425
• Çalışkur, A. ve Aslan, A. E. (2013). Rokeach değerler envanteri güvenirlik ve geçerlik çalışması. Balıkesir Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 16(29), 81-106.
• Davies, J., Foxall, G. R., & Pallister, J. (2002). Beyond the intention–behaviour mythology: An ıntegrated model of recycling. Marketing Theory, 2(1), 29-113, https://doi.org/10.1177/ 1470593102002001645
• De Groot, J., & Steg, L. (2008). Value orientations to explain environmental attitudes and beliefs: How to measure egoistic, altruistic and biospheric value orientations. Environment and Behavior, 40(3), 330-354, https://doi.org/10.1177/ 0013916506297831
• De Medeiros, J. F., & Ribeiro, J. L. D. (2017). Environmentally sustainable ınnovation: Expected attributes in the purchase of green products. Journal of Cleaner Production, 142, 240-248, https://doi.org/10.1016/j.jclepro.2016.07.191
• De Young, R. (1988). Exploring the difference between recyclers and non-recyclers: The role of information. Journal of Environmental Systems, 18(4), 341-351, http://hdl.handle.net/2027.42/83709
• Deshwal, P. (2012). Green marketing: Issues and challenges. ZENITH International Journal of Business Economics & Management Research, 2(6), 105-114.
• Dumortier, J., Evans, K. S., Grebitus, C., & Martin, P. A. (2017). The influence of trust and attitudes on the purchase frequency of organic produce. Journal of International Food & Agribusiness Marketing, 29(1), 46-69, https://doi.org/10.1080/08974438.2016.1266565
• Eroğlu, A. (2014). Çok değişkenli istatistik tekniklerinin varsayımları. İçinde Şeref Kalaycı (Ed.), SPSS Uygulamalı Çok Değişkenli İstatistik Teknikleri (6. Baskı, ss. 207-231). Asil Yayın Dağıtım.
• Feather, N. T. (1995). Values, valences, and choice: The influences of values on the perceived attractiveness and choice of alternatives. Journal of Personality and Social Psychology, 68(6), 1135-1151, https://doi.org/10.1037/0022-3514.68.6.1135
• Gifford, R., & Sussman, R. (2012). Environmental attitudes. In (Eds.Peter E. Nathan & Susan D. Clayton) The Oxford Handbook of Environmental and Conservation Psychology, (ss. 65-80), Oxford University Press.
• Grimmer, M., & Woolley, M. (2014). Green marketing messages and consumers' purchase intentions: Promoting personal versus environmental benefits. Journal of Marketing Communications, 20(4), 231-250.
• Grunert, K. G., & Grunert, S. C. (1995). Measuring subjective meaning structures by the laddering method: Theoretical considerations and methodological problems. International Journal of Research in Marketing, 12(3), 209-225, https://doi.org/10.1016/0167-8116(95)00022-T
• Grunert, S. C., & Juhl, H. J. (1995). Values, environmental attitudes, and buying of organic foods. Journal of Economic Psychology, 16(1), 39-62, https://doi.org/10.1016/0167-4870(94)00034-8
• Gutman, J. (1982). A means-end chain model based on consumer categorization processes. Journal of Marketing, 46(2), 60-72, https://doi.org/10.1177/002224298204600207
• Hair, J., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis (7th Ed.). Upper Saddle River, New Jersey: Pearson Education International.
• Holbert, R. L., Kwak, N., & Shah, D. V. (2003). Environmental concern, patterns of television viewing, and pro-environmental behaviors: Integrating models of media consumption and effects. Journal of Broadcasting & Electronic Media, 47(2), 177-196, https://doi.org/ 10.1207/s15506878jobem4702_2
• Huang, Y. C., Yang, M. L., & Wong, Y. J. (2016). The effect of internal factors and family ınfluence on firms’ adoption of green product innovation. Management Research Review, 39 (10) (2016), 1167-1198, https://doi.org/10.1108/MRR-02-2015-0031
• Huang, Y. C., Yang, M., & Wang, Y. C. (2014). Effects of Green Brand on Green Purchase Intention. Marketing Intelligence & Planning, 32(3), 250-268, https://doi.org/10.1108/MIP-10-2012-0105
• Inglehart, R. (1995). Public support for environmental protection: objective problems and subjective values in 43 societies. PS: Political Science and Politics, 28(1), 57-72, https://doi.org/10.2307/420583
• Kabasakal, H. E. (1989). Güdülenme kuramları ve son yıllardaki gelişmeler. Dokuz Eylül Üniversitesi İktisadi ve İdari Bilimler Dergisi, 4(1-2), 280-290.
• Kanchanapibul, M., Lacka, E., Wang, X., & Chan, H. K. (2014). An Empirical ınvestigation of green purchase behaviour among the young generation. Journal of Cleaner Production, 66, 528-536, https://doi.org/10.1016/j.jclepro.2013.10.062
• Karagöz, Y. (2019). SPSS 23 ve AMOS 23 uygulamalı istatistiksel Analiz. Nobel Akademik Yayıncılık.
• Kelly, M., Tovey, H., & Faughnan, P. (2007). Environmental attitudes, values and behaviour in Ireland. synthesis report. Environmental Protection Agency, Ireland. 29.
• Kim, Y. (2011). Understanding green purchase: The influence of collectivism, personal values and environmental attitudes, and the moderating effect of perceived consumer Effectiveness. Seoul Journal of Business, 17(1), 65-92, https://doi.org/10.35152/snusjb.2011. 17.1.003
• Kinsey, T. G., & Wheatley, J. H. (1984). The effects of an environmental studies course on the defensibility of environmental attitudes. Journal of Research in Science Teaching, 21(7), 675-683, https://doi.org/10.1002/tea.3660210702
• Kumar, P., & Ghodeswar, B. M. (2015). Factors affecting consumers’ green product purchase decisions. Marketing Intelligence & Planning, 33(3), 330-347, https://doi.org/10.1108/MIP-03-2014-0068
• Langenbach, B. P., Berger, S., Baumgartner, T., & Knoch, D. (2020). Cognitive resources moderate the relationship between pro-environmental attitudes and green behavior. Environment and Behavior, 52(9), 979-995, https://doi.org/10.1177/0013916519843127
• Laroche, M., Bergeron, J., & Barbaro‐Forleo, G. (2001). Targeting consumers who are willing to pay more for environmentally friendly products. Journal of Consumer Marketing, 18(6), 503-520, https://doi.org/10.1108/EUM0000000006155
• Li, L., & Geiser, K. (2005). Environmentally responsible public procurement (ERPP) and its ımplications for ıntegrated product policy (IPP). Journal of Cleaner Production, 13(7), 705-715, https://doi.org/10.1016/j.jclepro.2004.01.007
• Li, W., Bhutto, T. A., Xuhui, W., Maitlo, Q., Zafar, A. U., & Bhutto, N. A. (2020). Unlocking employees’ green creativity: the effects of green transformational leadership, green ıntrinsic, and extrinsic motivation. Journal of Cleaner Production, 255(120229), 1-10, https://doi.org/10.1016/j.jclepro. 2020.120229
• Lim, Y. J., Perumal, S., & Ahmad, N. (2019). The antecedents of green car purchase ıntention among malaysian consumers. European Journal of Business and Management Research, 4(2), 1-8, https://doi.org/10.24018/ejbmr.2019.4.2.27
• Lin, K. Y., & Lu, H. P. (2011). Why People Use social networking sites: An empirical study ıntegrating network externalities and motivation theory. Computers in Human Behavior, 27(3), 1152-1161, https://doi.org/10.1016/j.chb.2010.12.009
• Lin, P. C., & Huang, Y. H. (2012). The influence factors on choice behavior regarding green products based on the theory of consumption values. Journal of Cleaner Production, 22(1), 11-18, https://doi.org/10.1016/j.jclepro.2011.10.002
• Liu, Z. L., Anderson, T. D., & Cruz, J. M. (2012). Consumer environmental awareness and competition in two-stage supply chains. European Journal of Operational Research, 218(3), 602-613, https://doi.org/10.1016/j.ejor.2011.11.027
• Lyons, E., & Breakwell, G. M. (1994). Factors predicting environmental concern and indifference in 13-to 16-year-olds. Environment and Behavior, 26(2), 223-238, https://doi.org/10.1177/0013916594026 00205
• Magnusson, M. K., Arvola, A., Hursti, U. K. K., Åberg, L., & Sjödén, P. O. (2001). Attitudes towards organic foods among swedish consumers. British Food Journal, 103(3), 209-227, https://doi.org/10.1108/ 00070700110386755
• Mccarty, J. A., & Shrum, L. J. (1994). the recycling of solid wastes: personal values, value orientations, and attitudes about recycling as antecedents of recycling behavior. Journal of Business Research, 30(1), 53-62, https://doi.org/10.1016/0148-2963(94)90068-X
• Mcmillan, M., Hoban, T. J., Clifford, W. B., & Brant, M. R. (1997). Social and demographic ınfluences on environmental attitudes. Journal of Rural Social Sciences, 13(1), 89-107.
• Milfont, T. L., & Duckitt, J. (2006). Preservation and utilization: Understanding the structure of environmental attitudes. Medio Ambiente y Comportamiento Humano, 7(1), 29-50.
• Mucuk, İ. (2012). Pazarlama ilkeleri (19. Basım). Türkmen Kitapevi.
• Ogunbode, C. A. (2013). The NEP scale: Measuring ecological attitudes/worldviews in an African context. Environment, Development and Sustainability, 15(6), 1477-1494.
• Ogunbode, C. A., & Arnold, K. (2012). A Study of environmental awareness and attitudes in Ibadan, Nigeria. Human and Ecological Risk Assessment: An International Journal, 18(3), 669-684, https://doi.org/10.1080/10807039.2012.672901
• Ogunjinmi, A. A., Onadeko, S. A., & Adewumi, A. A. (2012). An Empirical study of the effects of personal factors on environmental attitudes of local communities around nigeria's protected areas. The Journal of Transdisciplinary Environmental Studies, 11(1), 40-53.
• Pacheco-Blanco, B., & Bastante-Ceca, M. J. (2016). Green public procurement as an ınitiative for sustainable consumption. an exploratory study of Spanish Public Universities. Journal of Cleaner Production, 133, 648-656, https://doi.org/10.1016/j.jclepro.2016.05.056
• Paladino, A., & Ng, S. (2013). An examination of the influences on ‘green’mobile phone purchases among young business students: An empirical analysis. Environmental Education Research, 19(1), 118-145, https://doi.org/10.1080/13504622.2012.687044
• Pelletier, L. G., Tuson, K. M., Green‐Demers, I., Noels, K., & Beaton, A. M. (1998). Why are you doing things for the environment? The motivation toward the environment scale (Mtes) 1. Journal of Applied Social Psychology, 28(5), 437-468, https://doi.org/10.1111/j.1559-1816.1998.tb01714.x
• Peter, J.P., Olson, J.C., & Grunert, K. (1999). Consumer behaviour and marketing strategy. European Edition, Mcgraw-Hill,
• 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, https://doi.org/10.1016/j.resconrec. 2010.06.007
• Schuitema, G., & De Groot, J. I. (2015). Green consumerism: theınfluence of product attributes and values on purchasing intentions. Journal of Consumer Behaviour, 14(1), 57-69, https://doi.org/10.10 02/cb.1501
• Schultz, P. W., & Zelezny, L. (2003). Reframing environmental messages to be congruent with american values. Human Ecology Review, 10(2), 126-136, https://www.jstor.org/stable/ 24706963
• Schultz, P. W., Gouveia, V. V., Cameron, L. D., Tankha, G., Schmuck, P., & Franěk, M. (2005). Values and their relationship to environmental concern and conservation Behavior. Journal of Cross-Cultural Psychology, 36(4), 457-475, https://doi.org/10.1177/0022022105275962
• Schultz, P. W., Shriver, C., Tabanico, J. J., & Khazian, A. M. (2004). Implicit connections with nature. Journal of Environmental Psychology, 24(1), 31-42, https://doi.org/10.1016/S0272-4944(03) 00022-7
• Schumm, M. F., & Bogner, F. X. (2016). How environmental attitudes ınteract with cognitive learning in a science lesson module. Education Research International, 1-7, https://doi.org/10.1155/20 16/6136527
• Schwartz, S. H., & Bilsky, W. (1987). Toward a universal psychological structure of human values. Journal of Personality and Social Psychology, 53(3), 550-562, https://doi.org/ 10.1037/0022-3514.53.3.550
• Seligman, C., & Katz, A. N. (1996). The dynamics of value systems. In (Eds. Seligman, C., Olson, J. M., & Zanna, M. P.) The Psychology of Values: The Ontario Symposium (Vol. 8 ss. 53-75), Psychology Press.
• Stern, P. C. (2000). New environmental theories: Toward a coherent theory of environmentally significant behavior. Journal of Social Issues, 56(3), 407-424, https://doi.org/10.1111/0022-4537.00175
• Stern, P. C., Dietz, T., Abel, T., Guagnano, G. A., & Kalof, L. (1999). A value-belief-norm theory of support for social movements: The case of environmentalism. Human Ecology Review, 81-97, https://doi.org/10.1111/0022-4537.00175
• Stern, P. C., Kalof, L., Dietz, T., & Guagnano, G. A. (1995). Values, beliefs, and proenvironmental action: Attitude formation toward emergent attitude objects 1. Journal of Applied Social Psychology, 25(18), 1611-1636, https://doi.org/10.1111/j.1559-1816.1995.tb02636.x
• Tankha, G. (2017). Environmental Attitudes and Awareness : A Psychosocial Perspective. Cambridge Scholars Publishing.
• Triandis, H. C. (1993). Collectivism and individualism as cultural syndromes. Cross-Cultural Research, 27(3-4), 155-180, https://doi.org/10.1177/106939719302700301
• Triandis, H. C., McCusker, C., & Hui, C. H. (1990). Multimethod probes of individualism and collectivism. Journal Of Personality And Social Psychology, 59(5), 1006-1020, https://doi.org/ 10.1037/0022-3514.59.5.1006
• Testa, F., Pretner, G., Iovino, R., Bianchi, G., Tessitore, S., & Iraldo, F. (2021). Drivers to green consumption: A systematic review. Environment, development and sustainability, 23(4), 4826-4880, https://doi.org/10.1007/s10668-020-00844-5
• Wang, S. T. (2014). Consumer Characteristics and social ınfluence factors on green purchasing intentions. Marketing Intelligence & Planning, 32(7), 738-753, https://doi.org/10.1108/MIP-12-2012-0146
• Wray, R. J., Jupka, K., & Ludwig-Bell, C. (2005). Peer reviewed: a community-wide media campaign to promote walking in a Missouri Town. Preventing Chronic Disease, 2(4), 1-17.
• Zanoli, R., & Naspetti, S. (2002). Consumer motivations in thepurchase of organic food: A means‐end approach. British Food Journal, 14(8), 643-653, https://doi.org/10.1108/0007070021042 5930
• Zhang, L., Li, D., Cao, C., & Huang, S. (2018). The influence of greenwashing perception on green purchasing ıntentions: The mediating role of green word-of-mouth and moderating role of green concern. Journal of Cleaner Production, 187(20), 740-750, https://doi.org/10.1016/j.jclepro.2018.03. 201