Çevresel Kaygı ile Yeşil Algılanan Değerin Yeşil Satın Alma Niyeti Üzerindeki Etkisi: Elektrikli Otomobil Sektörü

Deniz Deral; Keti Ventura

doi:10.37880/cumuiibf.1515317

EN TR

The Effect of Environmental Concern and Green Perceived Value On Green Purchase Intention: Electric Vehicle Sector

Abstract

The environmental issue, a critical concern in our era, has gained prominence for both businesses and consumers. As awareness among consumers has grown, their environmental concerns now influence their consumption patterns. This study aims to assess how environmental concern, green trust, and green perceived value impact consumers’ intention to purchase electric vehicles. Besides, in the conceptual model, the potential effect of green perceived value and green trust as a mediator and/or moderator is analysed. Within the context of the Stimulus-Organism-Response theory, this study elucidates the factors influencing consumers’ pro-environmental behavior in relation to their intention to buy electric vehicles. To assess the hypotheses using a quantitative approach, researchers conducted an online survey with 423 individuals in Turkey who either currently use electric vehicles or intend to purchase them. The researchers employed the SPSS program to test the hypotheses and empirically validate the proposed model. As a result of the study, environmental concern positively influences perceived green value and green purchase intention. Additionally, green perceived value also positively impacts green purchase intention. The study presents a model that explains the factors influencing consumers’ pro-environmental behavior regarding their intention to buy electric vehicles. The study findings can inform the development of marketing strategies for electric vehicles.

Keywords

Çevresel Kaygı ile Yeşil Algılanan Değerin Yeşil Satın Alma Niyeti Üzerindeki Etkisi: Elektrikli Otomobil Sektörü

Öz

Çağımızın en önemli problemlerinden biri olan çevre sorunu günümüzde hem işletmelerin hem de tüketicilerin üzerinde önemle durduğu bir konu haline gelmiştir. Zaman içinde tüketicilerin daha da bilinçli hale gelmesiyle birlikte çevreye yönelik kaygıları tüketim alışkanlıklarını da etkilemeye başlamıştır. Bu doğrultuda çalışmanın amacı; çevresel kaygı, yeşil güven ve yeşil algılanan değerin tüketicilerin elektrikli araç yeşil satın alma niyeti üzerindeki etkilerini ölçmek ve oluşturulan kavramsal model çerçevesinde yeşil algılanan değerin ve yeşil güvenin aracılık ve düzenleyici etkisini araştırmaktır. Bu doğrultuda Uyarıcı-Organizma-Tepki Teorisi çerçevesinde tüketicilerin elektrikli araç satın alma niyeti üzerindeki çevre yanlısı davranışlarını etkileyen faktörler açıklanmıştır. Nicel yöntem kullanılarak önerilen hipotezleri test etmek için Türkiye’de hem elektrikli araç kullanan hem de elektrikli araç satın almayı planlayan tüketicilerden veri toplamak amacıyla 423 kişiyle çevrimiçi bir anket gerçekleştirilmiştir. Çalışmada oluşturulan hipotezleri test etmek ve önerilen modeli ampirik olarak doğrulamak için SPSS programı kullanılmıştır. Sonuçta, çevresel kaygının, algılanan yeşil değer üzerinde, yeşil algılanan değerin, yeşil satın alma niyeti üzerinde ve çevresel kaygının, yeşil satın alma niyeti üzerinde olumlu bir etkisi olduğu ortaya konmuştur. Çalışmanın, tüketicilerin elektrikli araç satın alma niyeti üzerindeki çevre yanlısı davranışlarını etkileyen faktörleri açıklayan bir model önermesi ve çalışma sonunda elde edilen bulguların, pazarlama stratejileri geliştirmeleri anlamında elektrikli araba üreticilerine yol göstermesi beklenmektedir.

Anahtar Kelimeler

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Ayrıntılar

Birincil Dil

Türkçe

Konular

İşletme

Bölüm

Araştırma Makalesi

Yazarlar

Deniz Deral ^*
0000-0002-4914-0632
Türkiye

Keti Ventura
0000-0002-6422-0518
Türkiye

Erken Görünüm Tarihi

19 Ocak 2025

Yayımlanma Tarihi

21 Ocak 2025

Gönderilme Tarihi

12 Temmuz 2024

Kabul Tarihi

28 Ekim 2024

Yayımlandığı Sayı

Yıl 2025 Cilt: 26 Sayı: 1

DOI

https://doi.org/10.37880/cumuiibf.1515317

IZ

https://izlik.org/JA96MH35NY

Kaynak Göster

RIS / Bibtex

APA

Deral, D., & Ventura, K. (2025). Çevresel Kaygı ile Yeşil Algılanan Değerin Yeşil Satın Alma Niyeti Üzerindeki Etkisi: Elektrikli Otomobil Sektörü. Cumhuriyet Üniversitesi İktisadi ve İdari Bilimler Dergisi, 26(1), 32-49. https://doi.org/10.37880/cumuiibf.1515317

Cited By

Tüketici Çevre Dostu Tutumun Yeşil Satın Alma ve Algılanan Etkinlik Bağlamında İncelenmesi

İstanbul Ticaret Üniversitesi Girişimcilik Dergisi

https://doi.org/10.55830/tje.1625817

Bireysel Çevresel Yönelimlerin Sürdürülebilir Tüketim Davranışına Etkisi: Ulusal Yazın Üzerine Bir Meta-Analiz

Abant Sosyal Bilimler Dergisi

https://doi.org/10.11616/asbi.1824166