Peruze Cansu AKDENİZ, Leyla LEBLEBİCİ KOÇER

Yeşil Satın Alma Niyetinde Yeşil Reklam, Yeşil Güven ve Yeşil Marka İmajının Rolü

Çeşitli çevresel problemler hakkında artan bilgi birikimi ve kaygılar, tüketicilerin yaşamlarını sürdürme biçiminde yeşil yaşam tarzına yönelik bir değişikliğe neden olmuştur. Ancak, bu değişim halen istenilen düzeyde olmamakla birlikte yapılan çalışmalar da yetersiz kalmaktadır. Dolayısıyla yeşil pazarlama alanında yapılan çalışmalar bu yönüyle tüketicilere bilgi vermek, firmalara ise yol göstermek açısından önem kazanmaktadır. Bu bakış açısıyla mevcut çalışma; yeşil ürünlere ilişkin yeşil reklamların ve yeşil marka imajının; yeşil güven ve yeşil satın alma üzerindeki etkisini incelemek amacıyla yapılmıştır. Bu amaç doğrultusunda 408 katılımcıya uygulanan online anket çalışmasından elde edilen veriler yapısal eşitlik modeli aracılığıyla analiz edilmiştir. Elde edilen bulgular yeşil marka imajının ve yeşil reklamların, yeşil güven ve yeşil satın alma niyeti üzerinde; yeşil güvenin ise yeşil satın alma niyeti üzerinde istatiksel olarak anlamlı ve pozitif yönde bir etkisi olduğunu kanıtlar niteliktedir.

Anahtar Kelimeler:

yeşil güven, yeşil satın alma, yeşil reklam, yeşil pazarlama

The Role of Green Advertising, Green Trust and Green Brand Image in Green Purchase Intentions

Increasing knowledge and concerns about various environmental problems have led to a change towards green lifestyle in the way consumers live. However, although this change is still not at the desired level, the studies conducted are also insufficient. Therefore, studies conducted in the green field gain importance in terms of providing information to consumers and guiding companies in this respect. With this point of view, the current study; green advertisements and green brand image for green products; It was conducted in order to examine the effect on green trust and green purchasing. For this purpose, the data obtained from the online questionnaire study applied to 408 participants were analyzed through the structural equation model. The findings are on the green brand image and green ads, green trust, and green purchase intention; It proves that green trust has a statistically significant and positive effect on green purchasing intention.

Keywords:

Green Trust, Green Marketing, Green Advertising, Green Purchasing,

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