Çevre Dostu Ambalajlı Ürün Özelliklerinin Tüketici Tutum ve Satın Alma Niyetine Etkisi

Amaç – Bu çalışmanın amacı çevre dostu ambalajlı market ürünlerine ait fiyat, tasarım, algılanan kalite, çevresel tutum, beklenen fayda ve bilgi birikimi değişkenlerinin tüketicilerin tutumlarına, farkındalıklarına ve satın alma niyetlerine etkisini ortaya koymaktır. Yöntem – Bu çalışma nicel verilere dayalı genel tarama modelinde (betimsel) uygulamalı bir araştırma örneği sunmaktadır. Çalışma kapsamında kolayda örnekleme yöntemi benimsenmiş ve bu işlem için çevrimiçi anket uygulaması yürütülmüştür. 401 kişiden elde edilen anket verileri; SPSS 21.0 istatistik programı kullanılarak tasnif ve analiz edilmiş, ANOVA, çoklu regresyon analizi ve T-testi ile değerlendirilmiştir. Bulgular – Çevre dostu ambalajlı market ürünlerine ait fiyat, tasarım, algılanan kalite, çevresel tutum, beklenen fayda ve bilgi birikimi değişkenlerinin; tüketicilerin çevre dostu ambalajlı ürünlere yönelik tutumlarını, farkındalıklarını ve satın alma niyetlerini olumlu etkilediğini, buna karşın demografik faktörlerin ise bu değişkenlerle anlamlı bir farklılık göstermediği anlaşılmıştır. Tartışma – Çevre dostu ürün uygulamaları konusunda yapılacak çalışmaların sayısının artması ile çevre dostu ürünlere ve onların özelliklerine ilişkin bilinç ve tutumu olumlu yönde etkileyeceği düşünülmektedir. Sektörde yer alan yöneticiler, mevcut çalışmadan elde edilen bulgular doğrultusunda; tasarım anlamında çevre dostu özellikleri ön plana çıkaracak, tüketici tutumunu ve talebini çevre dostu ambalajlı ürünlere yöneltecek ve daha az malzeme ve kaynak kullanılmasıyla çevre dostu üretim süreçlerinin benimseyecek uygulamalara yönelmesi sağlanabilir.

Effect of Eco-Friendly Packaged Product Properties on Consumer Attitudes and Purchase Intentions

Purpose – The purpose of this study is to reveal the effects of the variables as; price, design, perceived quality, environmental attitude, expected benefit and knowledge of eco-friendly packaged market products on consumers' attitudes, awareness and purchasing intentions. Design/methodology/approach – This study presents an applied research sample in the general survey design model (descriptive) based on quantitative data. Within the scope of the study, convenience sampling method was adopted, and online survey application was carried out for this process. Survey data obtained from 401 people; It was classified and analyzed using SPSS 21.0 statistical program, and ANOVA was evaluated by multiple regression analysis and T-test. Findings – In terms of the variables included in the study, it was understood that it positively affected the attitudes, awareness, and purchase intentions of consumers towards environmentally friendly packaged products, whereas demographic factors did not differ significantly with these variables. Discussion – The increasing number of studies on eco-friendly product practices will positively affect the awareness and attitude towards environmentally friendly products and their properties. The increasing number of studies on environmentally friendly product practices will positively affect the awareness and attitude towards environmentally friendly products and their properties. Practitioners in the field of marketing could contribute to this novel eco-friendly movement by highlighting eco-friendly features in terms of design, using sales promotion and publicity tools for directing consumer attitude and demand to eco-friendly packaged products, and enabling eco-friendly production processes for using less materials and resources for environmental purposes.

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