DIŞA DÖNÜKLÜK VE YEŞİL REKLAMA YÖNELİK TUTUMLARIN YEŞİL SATIN ALMA NİYETİNE ETKİSİ
Yeşil reklamcılığın amacı, tüketicileri bir şirketin ürün ve hizmetlerinin çevresel yönleri hakkında bilgilendirmek, çevre dostu markalar ve işletmeler için bilinç oluşturmak ve yeşil ürünlere olan talebi teşvik etmektir. Bu araştırmada, beş faktör kişilik boyutlarından dışadönüklük ile yeşil reklama yönelik tutumların yeşil ürün satın alma niyetine etkisinin incelenmesi amaçlanmıştır. Trakya Üniversitesi öğrencilerinden yüz yüze anket yöntemiyle toplanan veriler yapısal eşitlik modellemesi ile test edilmiştir. Analiz sonucunda, dışa dönüklüğün yeşil reklama yönelik bilişsel-duyuşsal tepkileri ve tüketicilerin şirketlere ve ürünlere tepkilerini etkilediği tespit edilmiştir. Tüketicilerin şirketlere ve ürünlere tepkilerinin de yeşil satın alma niyeti üzerinde etkili olduğu görülmüştür.
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