MATERYALİZMİN SÜRDÜRÜLEBİLİR TÜKETİM DAVRANIŞINA ETKİSİ: YEŞİL SATIN ALMA NİYETİNİN ARACILIK ROLÜ

Bu çalışmanın amacı materyalizmin, yeşil satın alma niyetine ve sürdürülebilir tüketim davranışlarına olan etkisini incelemektir. Bu konu çerçevesinde; cömert olmama, kıskançlık/imrenme ve saklama /muhafaza etme gibi materyalist eğilimlerin yeşil satın alma niyetini ve sürdürülebilir tüketim davranışlarını ne şekilde etkilediği araştırılmaktadır. Bunun yanında materyalizmin sürdürülebilir tüketim davranışı üzerindeki etkisinde yeşil satın alma niyetinin aracılık rolü incelenmektedir. Bu kapsamda kolayda örnekleme ve kota örnekleme yöntemleri ile seçilen 537 tüketiciden Mayıs-Haziran 2022 tarihleri arasında çevrimiçi anket tekniği ile veriler toplanmıştır. Toplanan verilere öncelikle tanımlayıcı istatistikler uygulanmış, daha sonra doğrulayıcı faktör analizi, yol analizi ve aracılık analizi uygulanmıştır. Aracılık analizi model üzerinde bootstrap yöntemi kullanılarak yapılmıştır. Verilerin analizinde SPSS ve AMOS programları kullanılmıştır. Analiz sonuçlarında, materyalizmin yeşil satın alma niyetine ve sürdürülebilir tüketim davranışlarına, yeşil satın alma niyetinin sürdürülebilir tüketim davranışlarına anlamlı etkisinin olduğu görülmektedir. Materyalizmin sürdürülebilir tüketim davranışları üzerindeki etkisinde yeşil satın alma niyetinin anlamlı ve dolaylı etkisi bulunmaktadır.

Anahtar Kelimeler:

Materyalizm, Sürdürülebilir Tüketim, Yeşil Satın Alma.

THE EFFECT OF MATERIALISM ON SUSTAINABLE CONSUMPTION BEHAVIOR: THE MEDIATING ROLE OF GREEN PURCHASE INTENT

This study aims to investigate the impact of materialism on green purchasing intention and sustainable consumption behaviors. Within the context of this topic, it is investigated how materialist tendencies such as non-generosity, envy, and preservation affect green purchasing intention and sustainable consumption behaviors. Additionally, the mediating role of green purchasing intention in the effect of materialism on sustainable consumption behavior is examined. In this case, information was gathered from 537 consumers using an online survey methodology between May and June 2022. The consumers were chosen through convenience sampling and quota sampling methods. The data was first applied to descriptive statistics, followed by confirmatory factor analysis, path analysis, and mediation analysis. Mediation analysis was performed on the model using the bootstrap method. The programs SPSS and AMOS were used to analyze the data. The analysis's findings indicate that materialism has a significant effect on green purchasing intention and sustainable consumption behaviors, and green purchasing intention has a significant effect on sustainable consumption behaviors. In addition, there is a significant and indirect effect of green purchase intention on the effect of materialism on sustainable consumption behaviors.

Keywords:

Materalism, sustainable consumption, green purchasing,

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