YEŞİL KALİTE VE YEŞİL İMAJ ALGISININ DAHA FAZLA ÖDEME NİYETİ İLE İLİŞKİSİ: YEŞİL GÖZ BOYAMANIN DÜZENLEYİCİ ROLÜ

Yapılan araştırmalar kalite algısı ve marka imajında olduğu gibi yeşil kalite algısının ve yeşil marka imajının marka performansına pozitif etki yaptığını ortaya koymaktadır. Bu çalışma ile yeşil kalite algısı ve yeşil marka imajının marka performans göstergelerinden olan daha fazla ödeme niyeti ile ilişkisini ortaya koymak, aynı zamanda yeşil göz boyamanın bu ilişkideki rolünü tespit etmek amaçlanmaktadır. Araştırma kapsamında belirlenen beyaz eşya markası ile ilgili 250 katılımcıya sorular yöneltilmiştir. Toplanan veriler regresyon analizi ile test edilmiş ve beklendiği gibi yeşil imaj algısı ve yeşil kalite algısı arttıkça tüketicilerin marka için daha fazla ödemeye razı olduğu tespit edilmiştir. Bununla birlikte marka ile ilgili yeşil göz boyama algısı yüksek olan tüketicilerde yeşil kalite ve yeşil imaj algısının daha fazla ödeme niyeti ile arasındaki ilişkinin önemli ölçüde azaldığı sonucuna ulaşılmıştır.

THE RELATIONSHIP OF GREEN QUALITY AND GREEN IMAGE PERCEPTION WITH WILLING TO PAY MORE: THE MODERATOR ROLE OF GREENWASHING

Literature shows that as brand quality and brand image, green quality perception and green brand image have also positive effect on brand performance. The aim of this research is to determine the relationship of green quality and green image with willing to pay more which is one of the brand performance. It also investigates the moderator role of greenwashing. Within the scope of the research, 250 participants were asked about the white goods brand. Data were tested by regression analysis and it was determined that, as expected, green image and green quality perception have positive relationship with willing to pay more for the brand. However, the results show that the relationship of green quality and green image with willing to pay more is significantly reduced for consumers who have a higher greenwashing perception.

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