HAKAN ÇELİK, S. Süreyya BENGÜL, Tufan ACARER

ÇEVRECİ SATIN ALMA EĞİLİMİNİ ETKİLEYEN FAKTÖRLER: İÇ VE DIŞ CEPHE BOYALARINI SATIN ALMA BAĞLAMINDA BİLECİK İLİNDE BİR UYGULAMA

Bu çalışmanın amacı; tüketicilerin çevre duyarlılıkları, çevreyi koruma konusundaki inançları, oluşturmak istedikleri çevreci imajları, sosyal normları ve çevreci tutumlarının yapı marketlerde satılan iç ve dış cephe boyalarının satın alma kararları üzerindeki etkilerini ortaya koymaktır. Bu amaçla, Makul Davranış (TRA) ve Planlı Davranış (TPB) Teorilerinde öne sürülen inanç, tutum ve davranışsal eğilim zincirini temel alan teorik araştırma modeli oluşturulmuştur. Teorik modelde; duyarlılık, inançlar ve sosyal normlar dışsal değişkenler; tutum ile satın alma eğilimleri ise içsel değişkenler olarak ele alınmıştır. Araştırmada gözatım yöntemi benimsenmiş ve oluşturulan anket formu yardımıyla, Bilecik’te faaliyet gösteren bir yapı marketin müşterilerinden kolayda örnekleme yöntemiyle 240 katılımcıdan veri toplanmıştır. Yapısal Eşitlik Modellemesi (PLS-SEM) kullanılarak yapılan analizler sonucunda; tüketicilerin çevre duyarlılıklarının çevre dostu boyaları satın alma eğilimlerini olumlu yönde etkilediği ancak söz konusu boyaları satın almalarına karşı tutumları üzerinde anlamlı etkisinin bulunmadığı tespit edilmiştir. Tüketicilerin çevreyi koruma konusundaki inançlarının ise, çevre dostu boyaları satın almaya karşı tutumları üzerinde olumlu yönde etkiye sahip olduğu görülmüştür. Katılımcıların çevreci olma konusunda yarattıkları kişisel imajın, çevre dostu boya satın almaya karşı tutumları üzerinde olumlu yönde etkisi olduğu ve katılımcıların satın almaya karşı tutumlarının, satın alma eğilimleri üzerinde olumlu yönde etkiye sahip olduğu yapılan araştırmalarla ortaya konulan diğer sonuçlardır.

FACTORS AFFECTING ENVIRONMENTAL PURCHASING INTENTIONS: AN APPLICATION IN BİLECİK PROVINCE IN THE CONTEXT OF PURCHASING INTERIOR AND EXTERIOR WALL PAINTS

The purpose of this study is to demonstrate the effects of consumer environmental sensitivities, environmental beliefs, environmentalist images, social norms and environmentalist attitudes on the purchase decisions of interior and exterior paints sold in construction markets. For this purpose, a theoretical research model based on the beliefattitude-behavior chain posited by Theory of Reasoned Action (TRA) and Theory of Planned Behavior (TPB) has been formed. In the theoretical model; sensitivity, beliefs and social norms are (exogenous) variables; attitude and purchasing tendencies are considered as endogenous variables. In this study, the browsing method was used and the data were collected with the help of a questionnaire form from a sample of 240 the customers of a building market in Bilecik. The research model was tested on the collected data using Partial Least Squares (PLS-SEM) technique. As a result of the analysis; It was determined that consumers’ environmental sensitivities had a positive effect on their tendency to buy environmentally friendly paints, but they did not have a significant effect on their attitudes towards purchasing these paints. Consumers’ belief in protecting the environment has a significant positive effect on their attitude towards buying environmentally friendly paints. The results of the research show that the personal image created by the participants on the environment has a positive effect on their attitudes towards buying environmentally friendly paint and the attitudes of the participants towards the purchase have a significant and positive effect on the purchasing tendencies.

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