Gulpinar Kelemci, Erkan Yildiz, Gozde Gusan

VOLKSWAGEN EMISSIONS SCANDAL: AN EMPIRICAL STUDY ABOUT CUSTOMERS REACTION

Purpose - The purpose of this study is to demonstrate the responses of current Turkish VW customers against the carbon emission crisis VW passed through in US market in 2015. Methodology - The target group of this study consists of Volkswagen vehicle owners in Turkey. Due to time and financial restraints, judgmental sampling has been used. The study is conducted an an online survey and a link to a total of 550 participants at the authors social media address was delivered. The analyzes were conducted with 212 respondents, who are identified as VW users between AprilMay 2016. A Structural Equation Modelling was used to reach the research objectives. Confirmatory factor analysis were performed using the AMOS program. Findings- According to the demographic profile, 72% of respondents are male and 28% female. 110 respondents are between 18-34 years of age and 89 respondents are between 35-54 years. 61% of respondents have bachelor degrees and 36 of respondents‘ monthly income is between 4001-6000 TL, and 29% of respondents‘ monthly income is more than 6001 TRY. 70% of the participants are VW users for 1-5 years. In order to test the validity of the scales a single factor confirmatory factor analysis was performed with AMOS 22 program. In the model the goodness of fit values were sufficient to examine structural model. It is detected that there is a statistically positive correlation between risk perception and need for information and a statistically negative and high correlation between risk perception and behavior. The impact of environmental sensitivity on perceived risk and behavior towards brand was not determined.Conclusion- The Volkswagen Group is undoubtedly in a very difficult period. This event, which deals with all car producers and users around the world, gives Volkswagen the chance to do a lot of self-criticism and a chance to see its flaws in a healthier way. VW sales increased in May 2017 by 8.4% in total, which is showing that even a worldwide scandal could be overcome with minimal damage due to the confidence in the brand.

Keywords:

Volkswagen, emission crises risk perception, behavioral intentions, enviromental sensibility,

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