GREEN CHOICES: THE IMPACT OF ENVIRONMENTAL CONSCIOUSNESS ON PRICE SENSITIVITY AND PURCHASE INTENTIONS

Yıl 2024, Sayı: 5, 18 - 37

Tuğçe Kayagil , Ümit Gezici

Öz

This study aims to determine customers' willingness to pay for environmentally friendly processes. Additionally, the study examines the impact of customers' environmental consciousness levels on the amount they are willing to pay. The researchers analyzed 300 questionnaires and found that customers' levels of environmental consciousness did not significantly impact word-of-mouth recommendations. However, the level of environmental consciousness did affect purchasing intentions, with customers willing to pay different prices for environmentally friendly products or processes. Customers with low environmental consciousness were willing to pay a maximum of $4, while those with high environmental consciousness were willing to pay up to $8.

Anahtar Kelimeler

Price sensitivity, environmental consciousness, experimental design, purchase intention, WOM.

Proje Numarası

proje numarası yoktur

YEŞİL TERCİHLER: ÇEVRE BİLİNCİNİN FİYAT DUYARLILIĞI VE SATIN ALMA NİYETLERİ ÜZERİNDEKİ ETKİSİ

Öz

Bu çalışma, müşterilerin çevre dostu süreçler için ödeme istekliliğini belirlemeyi amaçlamaktadır. Ayrıca, müşterilerin çevre bilinci düzeylerinin ödemeye istekli oldukları miktar üzerindeki etkisini de incelemektedir. Araştırmacılar 300 anketi analiz etmiş ve müşterilerin çevre bilinci düzeylerinin ağızdan ağıza tavsiyeleri önemli ölçüde etkilemediğini bulmuştur. Bununla birlikte, çevre bilinci düzeyi satın alma niyetlerini etkilemiş, müşteriler çevre dostu ürünler veya süreçler için farklı fiyatlar ödemeye razı olmuşlardır. Düşük çevre bilincine sahip müşterilerin en fazla 4 dolar, yüksek çevre bilincine sahip müşterilerin ise en fazla 8 dolar ödeme niyetlerinin olduğunu ortaya koymuştur.

Anahtar Kelimeler

Fiyat duyarlılığı, çevre bilinci, deneysel tasarım, satın alma niyeti, ağızdan ağıza iletişim.

Etik Beyan

Akademik etik kurallara uygun yazılmıştır.

Proje Numarası

proje numarası yoktur

Kaynakça

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