The Role of Green Advertising, Green Trust and Green Brand Image in Green Purchase Intentions

Yıl 2022, Cilt: 24 Sayı: 42, 12 - 31, 27.06.2022

Peruze Cansu Akdeniz , Leyla Leblebici Koçer

Öz

Increasing knowledge and concerns about various environmental problems have led to a change towards green lifestyle in the way consumers live. However, although this change is still not at the desired level, the studies conducted are also insufficient. Therefore, studies conducted in the green field gain importance in terms of providing information to consumers and guiding companies in this respect. With this point of view, the current study; green advertisements and green brand image for green products; It was conducted in order to examine the effect on green trust and green purchasing. For this purpose, the data obtained from the online questionnaire study applied to 408 participants were analyzed through the structural equation model. The findings are on the green brand image and green ads, green trust, and green purchase intention; It proves that green trust has a statistically significant and positive effect on green purchasing intention.

Anahtar Kelimeler

Green Trust, Green Marketing, Green Advertising, Green Purchasing

Yeşil Satın Alma Niyetinde Yeşil Reklam, Yeşil Güven ve Yeşil Marka İmajının Rolü

Öz

Çeşitli çevresel problemler hakkında artan bilgi birikimi ve kaygılar, tüketicilerin yaşamlarını sürdürme biçiminde yeşil yaşam tarzına yönelik bir değişikliğe neden olmuştur. Ancak, bu değişim halen istenilen düzeyde olmamakla birlikte yapılan çalışmalar da yetersiz kalmaktadır. Dolayısıyla yeşil pazarlama alanında yapılan çalışmalar bu yönüyle tüketicilere bilgi vermek, firmalara ise yol göstermek açısından önem kazanmaktadır. Bu bakış açısıyla mevcut çalışma; yeşil ürünlere ilişkin yeşil reklamların ve yeşil marka imajının; yeşil güven ve yeşil satın alma üzerindeki etkisini incelemek amacıyla yapılmıştır. Bu amaç doğrultusunda 408 katılımcıya uygulanan online anket çalışmasından elde edilen veriler yapısal eşitlik modeli aracılığıyla analiz edilmiştir. Elde edilen bulgular yeşil marka imajının ve yeşil reklamların, yeşil güven ve yeşil satın alma niyeti üzerinde; yeşil güvenin ise yeşil satın alma niyeti üzerinde istatiksel olarak anlamlı ve pozitif yönde bir etkisi olduğunu kanıtlar niteliktedir.

Anahtar Kelimeler

yeşil güven, yeşil satın alma, yeşil reklam, yeşil pazarlama

Kaynakça

• Anjani, N. ve Aksari, N. M. A. (2016). Pengaruh Green Advertising, Eco Brand Dan Green Trust Terhadap Perilaku Pembelian Produk Hijau Di Kota Denpasar. E-Jurnal Manajemen, 5(5), 2814 – 2841.
• Ankit, G. ve Mayur, R. (2013). Green Marketing: Impact of Green Advertising on Consumer Purchase Intention. Advances In Management, 6(9), 14-17.
• Ay, C. ve Yılmaz, E. Ö. (2004). Yeşil Pazarlama ve Serel Seramik AŞ'nin Yeşil Uygulamaları. Celal Bayar Üniversitesi Sosyal Bilimler Dergisi, 2(2), 17-27.
• Aydoğan, S. ve Dinar, N. (2019). Yeşil Ürün Satın Almada Yeşil Reklam ve Çevre Bilincinin Etkisi. Akademik Sosyal Araştırmalar Dergisi, 90, 229-252.
• Bailey, A. A., Mishra, A. ve Tiamiyu, M. F. (2016). Green Consumption Values and Indian Consumers’ Response to Marketing Communications. Journal Of Consumer Marketing, 33(7), 562-573.
• Baran, A., Söylemez, C. ve Yurdakul, M. (2017). Algılanan Yeşil Kalite, Algılanan Yeşil Risk ve Yeşil Marka İmajının Yeşil Marka Değeri Üzerindeki Etkisinde Yeşil Güvenin Aracılık Rolü. Uluslararası Yönetim İktisat Ve İşletme Dergisi, 13(13), 1-11.
• 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.
• Bekk, M., Spörrle, M., Hedjasie, R. ve Kerschreiter, R. (2016). Greening the Competitive Advantage: Antecedents and Consequences of Green Brand Equity. Quality & Quantity, 50(4), 1727-1746.
• Bord, R. J. ve O'Connor, R. E. (1997). The Gender Gap In Environmental Attitudes: The Case of Perceived Vulnerability to Risk. Social Science Quarterly, 830-840.
• Butt, M. M., Mushtaq, S., Afzal, A., Khong, K. W., Ong, F. S. ve Ng, P. F. (2017). Integrating Behavioural and Branding Perspectives to Maximize Green Brand Equity: A Holistic Approach. Business Strategy And The Environment, 26(4), 507-520.
• Carlson, L., Grove, S. J. ve Kangun, N. (1993). A Content Analysis of Environmental Advertising Claims: A Matrix Method Approach. Journal Of Advertising, 22(3), 27-39.
• Chan, R.Y.K., (2004). Consumer Responses To Environmental Advertising İn China. Marketing Intelligence & Planning, 22(4), 427-437.
• Chen, Y. S. (2010). The Drivers Of Green Brand Equity: Green Brand İmage, Green Satisfaction, And Green Trust. Journal Of Business Ethics, 93(2), 307-319.
• Chen, J.-H. ve Wu, S.-I. (2015). A Comparison of Green Business Relationship Models Between Industry Types. Total Quality Management & Business Excellence, 26(7–8), 778–792.
• Chen, Y. ve Chang, C. (2012). Enhance Green Purchase Intentions. Management Decision, 50(3), 502–520.
• 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. ve Chang, C.H. (2013). Towards Green Trust: The Influences of Green Perceived Quality, Green Perceived Risk, and Green Satisfaction. Management Decision, 51, 63–82.
• Chen, Y.-S., Tien, W.-P., Lee, Y.-I. ve Tsai, M.-L. (2016). Greenwash and Green Brand Equity. Portland International Conference on Management of Engineering and Technology bildiriler kitabı içinde( ss. 1797–1803).
• Cheung, R., Lam, A. Y. ve Lau, M. M. (2015). Drivers of Green Product Adoption: The Role of Green Perceived Value, Green Trust and Perceived Quality. Journal of Global Scholars of Marketing Science, 25(3), 232-245.
• Chinomona, E. ve Chivhungwa, T. (2019). The Influence of Green Image, Physical Environment Quality and Green Trust on Green Purchase Intention. The Retail and Marketing Review, 15(1), 13-26.
• Dehghani S., M., Shoul, A. ve Ramezani, S. (2019). Investigating Environmental Value and Green Image Supposed Effects On The Word of Mouth Advertising Tendency by Explaining Green Trust and Willingness to Pay Roles Through the Sor Model Framework. Journal of Business Management, 11(4), 804-824.
• Doszhanov, A. ve Ahmad, Z. A. (2015). Customers’ Intention to Use Green Products: The İmpact of Green Brand Dimensions and Green Perceived Value. In SHS Web Of Conferences, 18, 1008-1024.
• D'Souza, C. ve Taghian, M. (2005). Green Advertising Effects on Attitude And Choice of Advertising Themes. Asia Pacific Journal Of Marketing And Logistics, 17(3): 9-21.
• Durmuş, B., Yurtkoru, S. ve Çinko, M. (2011). Sosyal Bilimlerde SPSS’le Veri Analizi. 4. Baskı. İstanbul: Beta Yayıncılık.
• Erbaşlar, G. (2012). Yeşil Pazarlama. Mesleki Bilimler Dergisi, 1 (2), 94-101.
• Flavián, C., Guinalíu, M. ve Torres, E. (2005), The Influence of Corporate Image on Consumer Trust: A Comparative Analysis in Traditional Versus Internet Banking. Internet Research, 15(4), 447-470.
• Fornell C. ve Lacker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18 (1): 39-50.
• Fowler, A. R. ve Close, A. G. (2012). It Ain't Easy Being Green: Macro, Meso, and Micro Green Advertising Agendas. Journel of Advertising, 41(4), 119-132.
• Furman, A. (1998). A Note on Environmental Concern in A Developing Country: Results From an Istanbul Survey. Anvironment and Behavior, 30 (4), 520-534.
• Gil, M. T. ve Jacob, J. (2018). The Relationship Between Green Perceived Quality and Green Purchase Intention: A Three-Path Mediation Approach Using Green Satisfaction and Green Trust. International Journal Of Business Innovation And Research, 15(3), 301-319.
• Goldman, D., Yavetz, B ve Pe'er, S. (2006). Environmental Literacy in Teacher Training in Israel: Environmental Behavior of New Students. The Journal of Environmental Education, 38 (1), 3 - 22.
• Golnaz R. (2012). Consumers’ Awareness and Consumption Intention Towards Green Foods. African Journal of Business Management, 6(12), 4496-4503.
• Grillo, N., Tokarczyk, J. ve Hansen, E. (2008). Green Advertising Developments in The US Forest Sector: A Follow-Up. Forest Products Journal, 58(5), 40.
• Gunarso, A. (2017). Pengaruh Green Advertising, Eco Brand, Dan Green Trust Terhadap Keputusan Pembelian. (Doctoral Dissertation). Universitas Brawijaya.
• Hacıoğlu N. ve Girgin, G. (2008). Sürdürülebilir Turizm Kapsamında Yeşil Pazarlamanın Yeri ve Önemi. 13.Ulusal Pazarlama Kongresi Sürdürülebilirlik ve Pazarlama Bildiri Kitabı içinde (ss. 417-422) .Çukurova Üniversitesi İ.İ.B.F., Adana. 30 Ekim-01 Kasım 2008.
• Hair, J. F., Black, W. C., Babin, B. J. ve Anderson, R. E. (2019). Multivariate Data Analysis. Eight Edition. Cengage Learning EMEA.
• Haytko D. L. ve Matulich E. (2008). Green Advertising and Environmentally Responsible Consumer Behaviors: Linkages Examined, Journal Of Management And Marketing Research, 1, 2-11.
• Hosmer, L. T. (1995). Trust: The Connecting Link Between Organizational Theory and Philosophical Ethics. Academy Of Management Review, 20(2), 379-403.
• Huang, Y. C., Yang, M. ve Wang, Y. C. (2014). Effects of Green Brand on Green Purchase Intention. Marketing Intelligence & Planning, 32(3), 250–268.
• Jeong, E., Jang, S. S., Day, J. ve Ha, S. (2014). The Impact of Eco-Friendly Practices on Green Image and Customer Attitudes: An Investigation in a Café Setting. International Journal of Hospitality Management, 41, 10-20.
• Kaiser, B., Eagan, P. D. ve Shaner, H. (2001). Solutions to Health Care Waste: Life-Cycle Thinking And" Green" Purchasing. Environmental Health Perspectives, 109(3), 205-207.
• Keller, K. L. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing, 57(1), 1-22.
• Kilbourne, W. E. (1995). Green Advertising: Salvation Or Oxymoron?. Journal of Advertising, 24(2), 7-19.
• Kim, M.-J. ve Han, S. (2016). A Content Analysis of Green Advertising Claims in Korea. Indian Journal of Science And Technology, 9(29), 1-7.
• Kocagöz, E. (2011). Güncel Bir Konu Olarak Değil Sürekli Bir Yaklaşım Olarak Yeşil Pazarlama. Ç. Taşkın (Ed.), Güncel Pazarlama Yaklaşımları içinde (ss. 47-78). Bursa: Alfa Aktüel. Koçak, A. (2003). Yeşil Pazarlama: Eleştirel Bir Bakış. Pazarlama ve İletişim Kültürü Dergisi, 3(3), 22-40.
• Kong, Y. ve Zhang, A. (2013). Consumer Response To Green Advertising: The Influence Of Product Involvement. Asian Journal of Communication, 23(4), 428-447.
• Kükrer, Ö. (2012). Tüketicilerin Çevresel Sorumluluklarının Yeşil Reklamlara Yönelik Tutumlarına Etkisi: Eskişehir Örneği. Journal of Yasar University, 26(7), 4505 – 4525.
• Lam, A., Lau, M. M. ve Cheung, R. (2016). Modelling the Relationship Among Green Perceived Value, Green Trust, Satisfaction, and Repurchase Intention of 80 Green Products. Contemporary Management Research, 12(1), 47-60.
• Lee, Y. K. (2020). The Relationship Between Green Country Image, Green Trust, and Purchase Intention of Korean Products: Focusing on Vietnamese Gen Z Consumers. Sustainability, 12(12), 1-15.
• Leonidou, L. C., Leonidou, C. N., Palihawadana, D. ve Hultman, M. (2011). Evaluating the Green Advertising Practices of International Firms: a Trend Analysis. International Marketing Review, 28(1), 6-33.
• Lestari, E. R., Putri, H. K., Anindita, C. ve Laksmiari, M. B. (2020). Pengaruh Green Product (Mınuman Ramah Lıngkungan), Green Advertising, Dan Kepedulıan Lıngkungan Terhadap Green Trust Dan Implıkası Terhadap Mınat Belı. Jurnal Teknologi Pertanian, 21(1), 1-10.
• Lien, C.H. Wen, M.J., Huang, L.C. ve Wu, K.L. (2015). Online Hotel Booking: The Effects of Brand Image, Price, Trust and Value on Purchase Intentions. Asia Pacific Management Review, 20, 210-218.
• Liu, S. ve Liu, X. (2020). Culture and Green Advertising Preference: A Comparative and Critical Discursive Analysis. Frontiers in Psychology, 11. 1-17.
• Mahmood, U., Siddiqui, H. ve Tahir, A. (2014). An Empirical Study About Green Purchase Intention. Journal of Sociological Research, 5(1), 290-305.
• Mainieri, T., Barnett, E. G., Valdero, T. R., Unipan, J. B. ve Oskamp, S. (1997). Green Buying: The Influence of Environmental Concern on Consumer Behavior. The Journal of Social Psychology, 137(2), 189-204.
• Mishra, P. ve Sharma, P. (2010). Green Marketıng in Indıa: Emergıng Opportunıtıes and Challenges. Journal of Engineering, Science and Management Education, 3, 9-14.
• Moradi, H. ve Zarei, A. (2011). The Impact of Brand Equity on Purchase Intention and Brand Preference-The Moderating Effects of Country of Origin Image. Australian Journal of Basic and Applied Sciences, 5(3), 539-545.
• Mourad, M. ve Yasser, S. A. E. (2012). Perception of Green Brand in an Emerging Innovative Market. European Journal of Innovation Management, 15(4), 514-537.
• Nagar, K. (2013). An Empirical Investigation Into the Influence of Green Advertising on Brand Loyalty. Journal of Services Research, 13(2), 71-95.
• Nazari, E., Ghasemi, B. ve Saeidi, S.S. (2015). Explain the Relationship Between Green Brand Image, Green Satisfaction and Green Trust and Factors Affecting on Green Brand Equity. Bulletın of The Georgıan Natıonal Academy of Scıences, 9(1), 487-494.
• Nuttavuthisit, K. ve Thøgersen, J. (2017). The Importance of Consumer Trust for the Emergence of a Market for Green Products: the Case of Organic Food. Journal of Business Ethics, 140(2), 323-337.
• Özsaçmacı, B. (2018). Yeşil Pazarlama Faaliyetlerinin Yeşil Marka Farkındalığı ve Tüketici Satın Alma Niyeti Üzerindeki Aracılık Etkisi. Business and Economics Research Journal, 9(4), 945-960.
• Patel, C. ve Chugan, P. K. (2015). The Influence of Consumer Perception Towards Green Advertising on Green Purchase Intention. International Journal of Entrepreneurship & Business Environment Perspectives, 4(3), 1865-1873.
• Peattie, K. (2001). Towards Sustainability: The Third Age of Green Marketing. The Marketing Review, 2(2), 129–146.
• Pechyiam, C. ve Jaroenwanit, P. (2014). The Factors Affecting Green Brand Equity of Electronic Products in Thailand. The Macrotheme Review, 3(9), 1-12.
• Polonsky, M. J. (1994). An Introduction to Green Marketing. Electronic Green Journal, 1(2), 1-11.
• Punyatoya, P. (2014). Linking Environmental Awareness and Perceived Brand Ecofriendliness to Brand Trust and Purchase İntention. Global Business Review, 15 (2), 279–289.
• Rahardjo, F. A. (2015). The Roles of Green Perceived Value, Green Perceived Risk, And Green Trust Towards Green Purchase Intention of Inverter Air Conditioner in Surabaya. İbuss Management, 3(2), 252-260.
• Rahbar, E. ve Wahid, N. A. (2011). Investigation of Green Marketing Tools' Effect on Consumers' Purchase Behavior. Business Strategy Series, 12(2), 73–83.
• Rashid, N.A.N.R., (2009). Awareness of Eco-Label in Malaysia’s Green Marketing Initiative. International Journal of Business And Management, 4(8), 10-28.
• Resmawa, I. ve Masruroh, S. (2018). The Effect of Environmental Advertising, Еco-Brаnd, and Green Trust on The Green Purchase Intention of The Body Shop Products in Surabaya. in: Proceedings Of The 2018 International Conference On Policng And Society. Universitas Bhayangkara Surabaya, Surabaya, 97-102.
• Rizwan, M. Mahmood, U. Hammad S. ve Arham, T. (2014). An Empirical Study About Green Purchase Intentions, Journal of Sociological Research, 5(1), 290-305.
• Rooijmans, T. (2018). Gaining Trust Through Greenness; How Green Advertising Messages Translate İnto Green Trust For Varying Degrees Of Social Distance, (Master Thesis), Radboud University.
• Sariputri, I. D. A., Lapian, J. S., ve Tielung, M. V. (2019). The Influence of Green Advertising and Green Claim Toward Green Trust With Misleadıng Environmental Claim As Intervening Variable of Aqua Product on Faculty of Economics and Business Unsrat Student. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 7(3), 3119-3128.
• Schahn, J., ve Holzer, E. (1990). The Role of Knowledge, Gender and Background Variables. Environment And Behavior, 22 (6), 767-786.
• Shrum, L. J., Mccarty, J. A., ve Lowrey, T. M. (1995). Buyer Characteristics of The Green Consumer and Their Implications for Advertising Strategy. Journal of Advertising, 24(2), 71-82.
• Singh, J. ve Sirdeshmukh, D. (2000). Agency and Trust Mechanisms in Consumer Satisfaction and Loyalty Judgments. Journal of The Academy of Marketing Science, 28(1), 150-167.
• Singh, P., Singh, R. ve Sharma, S. (2016). Emergence of Green Marketing Strategies and Sustainable Development in India. Journal of Commerce and Management Thought, 7(4), 693-710.
• Srivastava, S. K. (2007). Green Supply‐Chain Management: A State‐of‐the‐Art Literatüre Review. International Journal Of Management Reviews, 9(1), 53-80.
• Stern, P. C., Dietz, T. ve Kalof, L. (1993). Value Orientations, Gender, and Environmental Concern. Environment And Behavior, 25 (5), 322-348.
• Subaş, A. ve Çetin, M. (2017). Enneagram Kişilik Ölçeğinin Geliştirilmesi: Güvenirlik ve Geçerlilik Çalışması. Sosyal Bilimler Dergisi, (4)11, 160-181.
• Suki, N. M. (2013). Green Awareness Effects on Consumers' Purchasing Decision: Some Insights From Malaysia. International Journal Of Asia-Pacific Studies, 9(2), 49-63.
• Sun, Y., Luo, B., Wang, S. ve Fang, W. (2020). What You See Is Meaningful: Does Green Advertising Change the Intentions of Consumers to Purchase Eco‐Labeled Products?. Business Strategy And The Environment, 1-11.
• Ulusu, Y. ve Köksal, D. (2012). Yeşil Reklama Yönelik Tutum: Üniversite. Journal of Yasar University, 27(7), 4642-4669.
• Ülkü, M. A. ve Hsuan, J. (2017). Towards Sustainable Consumption and Production: Competitive Pricing Of Modular Products for Green Consumers. Journal of Cleaner Production, 142, 4230-4242.
• Vaccaro, V. L. ve Cohn, D. Y. (2010). Green Marketing Strategies, Diffusion of Innovation, and Global Consumer Values for Sustainability. Proceedings of The Northeast Business & Economics Association, 596-598.
• Wang, J., Wang, S., Xue, H., Wang, Y. ve Li, J. (2018). Green Image and Consumers’ Word-of-Mouth Intention in The Green Hotel Industry: The Moderating Effect of Millennials. Journal of Cleaner Production, 181, 426-436.
• Wang, Y. H. ve Tsai, C. F. (2014). The Relationship Between Brand Image and Purchase Intention: Evidence From Award Winning Mutual Funds. The International Journal of Business and Finance Research, 8(2), 27-40.
• Wu, J. H., Wu, C. W., Lee, C. T. ve Lee, H. J. (2015). Green Purchase Intentions: An Exploratory Study Of The Taiwanese Electric Motorcycle Market. Journal Of Business Research, 68(4), 829-833.
• Wu, S.-I., ve Lin, S.-R. (2016). The Effect of Green Marketing Strategy on Business Performance: A Study of Organic Farms in Taiwan. Total Quality Management & Business Excellence, 27(1–2), 141–156.
• Yoon, H. J. ve Kim, Y. J. (2016). Understanding Green Advertising Attitude and Behavioral Intention: An Application of The Health Belief Model. Journal of Promotion Management, 22(1), 49-70.
• Young, W., Hwang, K., McDonald, S., ve Oates, C. J. (2010). Sustainable consumption: Green consumer behaviour when purchasing products. Sustainable Development, 18(1), 20-31.
• Zelezny, L. C., Chua, P.-P., ve Aldrich, C. (2000). Elaborating on Gender Differences in Environmentalism. Journal of Social Issues, 56 (3), 443-457.
• Zhu, B. (2012, October). The Impact of Green Advertising on Consumer Purchase Intention of Green Products. In Proceedings of World Business and Economics Research Conference, 3(3), 73-80.
• Zinkhan, G. M. ve Carlson, L. (1995). Green Advertising and The Reluctant Consumer. Journal of Advertising, 24(2), 1-6.