TÜKETİCİ OLARAK ÇİFTÇİLER: İKİLİ MODERATÖRLÜ ARABULUCULUK MODELİYLE UTAUT

Yıl 2025, Sayı: 46, 77 - 92, 12.02.2025

Sefa Emre Yılmazel

https://doi.org/10.18092/ulikidince.1504428

Öz

Çalışmanın amacı, çiftçiler tarafından temiz ve enerji verimli uygulamaların benimsenmesini ve uygulanmasını etkileyen faktörlerin belirlenmesidir. Bu nedenle UTAUT kapsamında geliştirilen model doğrultusunda iki moderatör değişkenin (çevresel kaygı, finansal fayda) temiz üretim ve enerji verimli üretim uygulamaları için fark yaratıp yaratmadığı araştırılmıştır. Temiz üretim için 400, enerji verimli üretim için ise 400 katılımcıdan veri toplandı. Elde edilen veriler Hayes'in geliştirdiği Process Macro model 4 ve model 21 ile analiz edilmiştir. Sonuç olarak her iki veride de UTAUT değişkenlerinin çiftçilerin benimseme niyeti üzerinde anlamlı etkiye sahip olduğu görülmüştür. Ayrıca UTAUT değişkenleri ile kullanım davranışı arasındaki ilişkide benimseme niyetinin düzenleyici etkisi kanıtlanmıştır. Ayrıca araştırmada her iki moderatör değişkenin etkisi ortaya konmuştur. Çevresel kaygı, temiz üretimde performans beklentisi, çaba beklentisi ve kolaylaştırıcı koşullar ile benimseme davranışı arasında düzenleyici bir etkiye sahiptir. Finansal faydalar, enerji verimli üretimde UTAUT değişkenlerinin dördü için de benimseme niyeti ve kullanım davranışı arasında önemli bir düzenleyici etkiye sahiptir.

Anahtar Kelimeler

UTAUT, Benimseme Davranışı, İkili Moderatörlü Aracılık, Temiz Üretim, Enerji Verimli Üretim

FARMERS AS A CONSUMERS: UTAUT WITH DUAL MODERATED MEDIATION MODEL

Öz

The purpose of the study is to determine the factors that affect the adoption and implementation of clean and energy efficient practices by farmers. For this reason, in line with the model developed within the scope of UTAUT, it was investigated whether two moderator variables (environmental concern, financial benefits) make a difference for clean and energy practices. Data were collected from 400 participants for clean production and 400 participants for energy-efficient production. The data obtained were analyzed with Process Macro model 4 and model 21 developed by Hayes. As a result, it was seen that the UTAUT variables had a significant effect on farmers' adoption intention in both data. In addition, the moderating effect of adoption intention on the relationship between UTAUT variables and usage behavior was proven. Furthermore, the effect of both moderator variables in the study was revealed. While environmental concern has a moderating effect between performance expectancy, effort expectancy and facilitating conditions and adoption behavior in the clean production. Financial benefits has a significant moderating effect between adoption intention and usage behavior for all four of the UTAUT variables in the energy efficient production.

Anahtar Kelimeler

UTAUT, Adoption Behavior, Dual Moderated Mediation, Cleaner Production, Energy Efficient Production

Kaynakça

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