Yeşil pazarlama son yıllarda hızla gelişen bir araştırma alanı haline gelmesine ragmen yeşil ürün terimi Türkiye gibi sosyal yapılara dayanan gelişmekte olan ekonomilerde tüketiciler için hala yenidir. Bu çalışmanın amacı, kolektif benlik saygısı ve sosyal etkinin, Türk tüketicilerinin yeşil ürün satın alma niyetine etkisini ve bu ilişkide rol oynayabilecek diğer faktörleri tanımlamaktır. 370 tüketiciden elde edilen çalışmanın sonuçlarına göre, kolektif benlik saygısı, sosyal etki ve yeşil ürünlere yönelik tutumların yeşil ürün satın alma niyetiyle anlamlı bir şekilde etkili olduğu görülmüştür. Kolektif benlik saygısı ve sosyal etkinin, tüketicilerin yeşil ürün satın alma niyetini olumlu yönde etkilediği ve kolektif benlik saygısı ile yeşil ürün satın alma niyetindeki sosyal etki arasındaki ilişkiye kısmen yeşil ürünlere yönelik tutumun aracılık ettiği görülmektedir. Ek olarak, kuşak kohort farkının önemli bir rol oynadığı görülmüştür. Gen X tüketicileri için, Gen Y ile karşılaştırıldığında, sosyal etki yeşil ürün satın alma niyetinde daha güçlü bir etki sergilerken, kolektif.benlik saygısının yeşil ürün satin alma niyetindeki etkisi üzerinde kuşak farkları açısından bir fark tespit edilmemiştir. Bulgular ve çıkarımlar tartışılmıştır.
Green marketing has become a fast-developing research field in recent years, even though the term “green product” is still new for consumers in developing and socially-constructed economies like Turkey. The aim of this study is to examine the effect of collective self-esteem and social influence on the green product purchase intention of Turkish consumers while delineating other factors that may play a role within this relationship. According to the results of the study which were gathered from 370 consumers, the effects of collective self-esteem, social influence and attitudes towards green products significantly influence green product purchase intention. It can be seen from the results that collective self-esteem and social influence positively affect consumers’ green product purchase intention and the relationship between collective self-esteem and social influence on green product purchase intention is partially mediated by attitude toward green products. In addition, generational cohort differences play a significant role. While the impact of social influence on green product purchase intention is stronger for Gen X’ers, there was no generational difference on influence of collective self-esteem on purchase intention. Findings and implications are discussed.
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