Genç tüketici davranışı: Sürdürülebilir ürünlere yönelı̇k tutumun satın alma nı̇yetı̇ üzerı̇ndekı̇ etkı̇sı̇nde marka güvenı̇nı̇n aracılık rolü

Yıl 2025, Cilt: 15 Sayı: 1, 308 - 330, 27.03.2025

Şeyda Ok

https://doi.org/10.30783/nevsosbilen.1614056

Öz

Son yıllarda tüketiciler daha sürdürülebilir ve sağlıklı yaşamak için giderek daha fazla doğal ürün arayışına girmiştir. İşletmeler de hem sağlık için faydalı hem de çevresel açıdan sürdürülebilir doğal ürünler ürettiklerini vurgulayarak stratejilerini sürdürülebilirlikle uyumlu hale getirmeye başlamıştır. Bu çalışmanın amacı, sürdürülebilir ürünlere yönelik tutumların satın alma niyeti üzerindeki etkisini demografik özellikler kapsamında genç kuşak ile diğer kuşakları karşılaştırarak incelemek ve bu ilişkide marka güveninin aracılık rolünü araştırmaktır. Gerekli verileri toplamak için 460 Türk tüketiciye anket uygulanmıştır. Hipotezler IBM SPSS Statistics 26 ve IBM SPSS AMOS 23 yazılımları ile test edilmiştir. Gençlerin sürdürülebilir ürünlere yönelik tutumlarının, satın alma niyetlerinin ve marka güveni düzeylerinin diğer yaş gruplarına göre daha yüksek olduğu ve sürdürülebilir ürünlere yönelik tutumlar ile satın alma niyetleri arasındaki ilişkide marka güveninin aracı rol oynadığı tespit edilmiştir. Bu çalışmanın, araştırmacılar ve akademisyenler için tüketici satın alma davranışına ilişkin teorik yaklaşımlar hakkında fikir vereceği ve pazarlamacılar için optimum rekabet avantajı elde etmek için yeşil pazarlama stratejileri geliştirmede yol gösterici olacağı düşünülmektedir.

Anahtar Kelimeler

Marka Güveni, Genç Tüketici, Tüketici Tutumu, Sürdürülebilir Ürünler, Satın Alma Niyeti

Young consumers behaviour: The mediating role of brand trust in the effect of attitude towards sustainable products on purchase intention

Öz

In recent years, consumers have increasingly sought natural products to live more sustainably and healthily. Businesses have started to align their strategies with sustainability by emphasising that they produce natural products that are both beneficial for health and environmentally sustainable. The purpose of this study is to examine the effect of attitudes towards sustainable products on purchase intention by comparing the younger generation with other generations within the scope of demographic characteristics and to investigate the mediating role of brand trust in this relationship. In order to collect the necessary data, 460 Turkish consumers were surveyed. Hypotheses were tested with IBM SPSS Statistics 26 and IBM SPSS AMOS 23 software. It was found that young people's attitudes towards sustainable products, purchase intentions and brand trust levels were higher than other age groups and brand trust played a mediating role in the relationship between attitudes towards sustainable products and purchase intentions. It is thought that this study will provide insight into the theoretical approaches to consumer buying behaviour for researchers and academics and provide guidance for marketers in developing green marketing strategies to achieve optimum competitive advantage.

Anahtar Kelimeler

Brand Trust, Young Consumers, Consumer Attitude, Sustainable Products, Purchase Intention

Kaynakça

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