YEŞİL PAZARLAMA KARMASI, ÇEVRESEL KAYGI VE ÇEVRESEL BİLGİNİN YEŞİL ÜRÜN SATIN ALMA DAVRANIŞI ÜZERİNDEKİ ETKİSİ

Sanayi alanındaki gelişmeler sonucunda çevre kirliliğinin artması çevresel konuların daha fazla gündeme gelmesine neden olmuştur. Artık insanlar çevreye daha duyarlı hale gelmeye ve buna paralel olarak çevreye zarar vermeyen ürün ve hizmetlere yönelmeye başlamışlardır. Tüketicilerin çevreye olan bu eğilimlerinin bir sonucu olarak artık firmalar da tüketici istek ve ihtiyaçlarını tatmin etmek için çevreye zarar vermeyen ürün ve hizmet üretmeye önem vermekte ve bu sayede çevresel sorumluluğa sahip olduklarını gösterme amacı gütmektedirler. Bu doğrultu da bu çalışmanın amacı yeşil pazarlama karması elemanlarından yeşil ürün ve yeşil fiyatın ve çevresel kaygı ve çevresel bilginin tüketicilerin yeşil ürün satın alma davranışı üzerindeki etkilerini incelemektir. 500 tüketiciye uygulanan anketten elde edilen veriler Yapısal Eşitlik Modeli ile test edilmiştir. Analizler sonucunda çevresel kaygı, çevresel bilgi, yeşil ürün ve yeşil fiyatın yeşil satın alma davranışı üzerinde olumlu yönde bir etkiye sahip olduğu belirlenmiştir

EFFECTS OF GREEN MARKETING MIX, ENVIRONMENTAL CONCERN AND ENVIRONMENTAL KNOWLEDGE ON GREEN PURCHASE BEHAVIOUR

Rising environmental pollution as a result of developments in the industrial area cause to become more current issue of environmental subjects. Now people began to be more environmentally conscious and focus on products and services that do not harm the environment. As a result of this tendency to the environment of the consumer, firms care to produce products and services that do not harm the environment for satisfy consumers' needs and demands. So they aim to show that they have environmental responsibility. In this direction, the purpose of this study is to examine the effects of environmental concern, environmental knowledge, green product and green price on green purchase behaviour. Data was gathered from 500 consumers are tested with Structural Equation Modelling. As a result of analysis it is found that environmental concern, environmental knowledge, green product and green price have significant effect on green purchase bahviour

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