YENİLENEBİLİR ENERJİ TEKNOLOJİLERİ İLE İLGİLİ REKLAMLARIN MÜŞTERİ MEMNUNİYETİNE ETKİSİNDE ÇEVRESEL ENDİŞE VE YEŞİL GÜVENİN ARACI ROLÜ

Dünya genelinde sanayileşme ve nüfusun artmasıyla enerji tüketimi hızla artmaktadır. Bu durum iklim değişikliği ve küresel ısınma gibi ciddi çevresel problemlere sebep olmaktadır. Bu nedenle müşteriler yenilenebilir enerji teknolojilerine (YET) daha fazla önem vermekte ve çevreye karşı daha fazla endişe duymaktadır. Buna bağlı olarak işletmeler de özellikle reklamlarında çevresel problemlere dikkat çekmekte ve müşteri güvenini sağlamayı amaçlamaktadır. Bu bağlamda bu çalışmanın amacı YET ile ilgili reklamların müşterilerin memnuniyeti üzerindeki etkisini araştırmaktır. Ayrıca bu etkide müşterilerin çevresel endişelerinin ve yeşil güven algılarının aracı rolünü araştırmaktır. Çalışmanın bulgularına göre reklam, çevresel endişe, yeşil güven ve müşteri memnuniyeti ile ilgili ilişkilerin hepsi IBM SPSS 23.0 ve IBM AMOS 23.0 Yapısal Eşitlik Modellemesi (YEM) ile test edilmiş olup uyum değerleri kabul edilir bulunmuştur.

Anahtar Kelimeler:

Yenilenebilir Enerji Teknolojileri (YET), Reklamlar, Çevresel Endişe, Yeşil Güven, Müşteri Memnuniyeti

MEDIATOR ROLE OF ENVIRONMENTAL CONCERN AND GREEN TRUST IN THE EFFECT OF ADVERTISEMENTS RELATED RENEWABLE ENERGY TECHNOLOGIES ON CUSTOMER SATISFACTION

Energy consumption is raising with industrialization and the rapid increase of the world population. Therefore, energy resources are running out and lots of environmental problems such as climate change and global warming arise. For this reason, the importance of renewable energy technologies (RET) and environmental concerns of customers are increasing. Also, companies pay attention to the environmental concerns of customers in their products with their advertisements to provide satisfaction and trust. In this context, the purpose of this research is to examine the impact of RET advertisements on customer satisfaction and the mediating role of green trust and environmental concern on the relationship between the RET advertisement and customer satisfaction. According to research findings, proposed models which are tested for advertisement, environmental concern, green trust and customer satisfaction through IBM SPSS 23.0 and IBM AMOS 23.0 for Structural Equation Modeling (SEM). Results are found good fit and acceptable.

Keywords:

Renewable Energy Technologies (RET), Advertisements, Environmental Concern, Green Trust, Customer Satisfaction,

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