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

Yıl 2025, Cilt: 26 Sayı: 1, 32 - 49, 21.01.2025

Deniz Deral , Keti Ventura

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

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

Çevresel Kaygı Yeşil Güven Yeşil Algılanan Değer Yeşil Satın Alma Niyeti Uyarıcı-Organizma-Tepki Teorisi (SOR Modeli)

Kaynakça

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

Yıl 2025, Cilt: 26 Sayı: 1, 32 - 49, 21.01.2025

Deniz Deral , Keti Ventura

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

Öz

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.

Anahtar Kelimeler

Environmental Concern Green Trust Green Perceived Value Green Purchase Intention Stimulus-Organism-Response Theory (SOR Model)

Kaynakça

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  • Prentice, C., Han, X., Y., Hua, L.-L. & Hu, L. (2019). The Influence of Identity-Driven Customer Engagement on Purchase Intention. Journal of Retailing and Consumer Services, 47, 339-347. https://doi.org/10.1016/j.jretconser.2018.12.014
  • Ramayah, T., Lee, J., W., & Mohammad, O. (2010). Green Product Purchase Intention: Some Insights from a Developing Country. Resources, Conservation and Recycling. 54(12), 1419-1427. https://doi.org/10.1016/j.resconrec.2010.06.007
  • Reshmi, R. & Johnson, B. (2014): A Study on the Buying Behaviour of Green Products. International Journal of Research in Commerce & Management, 5(12), 39–45.
  • Rivas, A., M., Liao, Y.-K., Vu, M.-Q. & Hung, C.-S. (2022). Toward a Comprehensive Model of Green Marketing and Innovative Green Adoption: Application of a Stimulus-Organism-Response Model. Sustainability, 14, 1-17. https://doi.org/10.3390/su14063288
  • Rizwan, M., Mahmood, U., Siddiqui, H. & Tahir, A. (2014). An Empirical Study about Green Purchase Intentions. Journal of Sociological Research, 5(1), 290-305. https://doi.org/10.5296/jsr.v5i1.6567
  • Schlosser, A., E., White, T., B. & Lloyd, S., M. (2006). Converting Web Site Visitors into Buyers: How Web Site Investment Increases Consumer Trusting Beliefs and Online Purchase Intentions. Journal of Marketing, 70(2), 133-148. https://doi.org/10.1509/jmkg.70.2.133
  • Schoorman, F. ,D., Mayer, R. C. & Davis, J., H. (2007). An Integrative Model of Organizational Trust: Past, Present and Future. Academy of Management Review, 32(2), 344-354. https://doi.org/10.5465/AMR.2007.24348410
  • Senthilnathan, S. (2019). Usefulness of Correlation Analysis. International Training Institute, 1-9.
  • Shanmugavel, N. & Balakrishnan, J. (2023). Influence of Pro-Environmental Behaviour towards Behavioural Intention of Electric Vehicles. Technological Forecasting & Social Change, 187, 1-13. https://doi.org/10.1016/j.techfore.2022.122206
  • Stafford, M., R., Stafford, T., F. & Collier, J., E. (2006). The Dimensionality of Environmental Concern: Validation of Component Measures. Interdisciplinary Environmental Review, 8(1), 43-61. https://doi.org/10.1504/IER.2006.053946
  • Steenkamp, J., E. & Geyskens, I. (2006). How Country Characteristics Affect the Perceived Value of Web Sites. Journal of Marketing, 70, 136–150. https://doi.org/10.1509/jmkg.70.3.136
  • Su, L. & Swanson, S., R. (2017). The effect of destination social responsibility on tourist environmentally responsible behavior: Compared analysis of first-time and repeat tourists. Tourism Management, 60, 308-321. https://doi.org/10.1016/j.tourman.2016.12.011
  • Sultana, N., Amin, S. & Islam, A. (2022). Influence of Perceived Environmental Knowledge and Environmental Concern on Customers’ Green Hotel Visit Intention: Mediating Role of Green Trust. Asia-Pacific Journal of Business Administration, 1-21. https://doi.org/10.1108/APJBA-08-2021-0421
  • Syarifuddin, D., & Alamsyah, D. P. (2017). Green Perceived Value for Environmentally Friendly Products: Green Awareness Improvement. Jurnal Ekonomi Pembangunan: Kajian Masalah Ekonomi dan Pembangunan, 18(2), 245-260. Universitas Muhammadiyah Surakarta. https://doi.org/10.23917/jep.v18i2.5145
  • Tan, K. & Huang, C. (2023). The Influence of Government Support on Green Purchase Intention. The EUrASEANs: Journal on Global Socio-Economic Dynamics, 5(42), 117-127. https://doi.org/10.35678/2539-5645.5(42).2023.117-127
  • Tarabieh, S., M., Z., A. (2021). The Impact of Greenwash Practices over Green Purchase Intention: The Mediating Effects of Green Confusion, Green Perceived Risk, and Green Trust. Management Science Letters, 11, 451–464. https://doi.org/10.5267/j.msl.2020.9.022
  • Testa, F., Iraldo F., Vaccari A. & Ferrari, E. (2015). Why Eco-Labels can be Efective Marketing Tools: Evidence from a Study on Italian Consumers. Business Strategy and the Environment, 24, 252–265. https://doi.org/10.1002/bse.1821
  • Thøgersen, J. (2012). The Motivational Roots of Norms for Environmentally Responsible Behaviour. Basic and Applied Social Psychology, 34(5), 449–462. https://doi.org/10.1080/01973530903317144
  • Upadhyay, N. & Kamble, A. (2023). Examining Indian Consumer Pro-Environment Purchase Intention of Electric Vehicles: Perspective of Stimulus-Organism-Response. Technological Forecasting & Social Change, 189, 1-15. https://doi.org/10.1016/j.techfore.2023.122344
  • Wahyoedi, S., Wardhana, A. & Tannady, H. (2023). The Role of Green Trust as an Intervening Variable in the Relationship Between Green Brand Image and Green Perceived Value Towards Purchase Intention in Indonesian Local Fashion Products. Journal of Accounting Management and Business, 1(1), 17-21. https://doi.org/10.57235/jambuair.v1i1.7
  • Wasaya, A., Saleem, M., A., Ahmad, J., Nazam, M., Khan, M., M., A. & Ishfaq, M. (2020). Impact of Green Trust and Green Perceived Quality on Green Purchase Intentions: a Moderation Study. Environment, Development and Sustainability, 1-18.
  • Wong, L., J., Ling, P., S. & Ling, T., H., Y. (2023). A Conceptual Framework for Higher Education Student Loyalty from the Green Marketing Perspective. Higher Education, Skills and Work-Based Learning, 13(2), 387-402. https://doi.org/10.1108/HESWBL-08-2022-0165
  • Wood, S., L. & Moreau, C., P. (2006). From fear to loathing? how emotion influences the evaluation and early use of innovations. Journal of Marketing 70, 44–57. https://doi.org/10.1509/jmkg.70.3.44
  • Wu, M. & Long, R. (2024). How Do Perceptions of Information Usefulness and Green Trust Influence Intentions toward Eco-Friendly Purchases in a Social Media Context? Frontiers in Psychology, 15, 01-14, https://doi.org/10.3389/fpsyg.2024.1429454
  • Xu, X. & Lin, C., A. (2018). Effects of Cognitive, Affective, and Behavioral Factors on College Students’ Bottled Water Purchase Intentions. Communication Research Reports, 35(3), 245–255. https://doi.org/10.1080/08824096.2018.1442824
  • Young, W., Hwang, K., McDonald, S. & Oates, C., J. (2009). Sustainable Consumption: Green Consumer Behaviour when Purchasing Products. Sustainable Development, 18(1), 20–31. https://doi.org/10.1002/sd.394
  • Zafar, A., U., Shahzad, M., Ashfaq, M. & Shahzad, K. (2023). Forecasting Impulsive Consumers Driven by Macro-Influencers Posts: Intervention of Followers' Flow State and Perceived Informativeness. Technological Forecasting and Social Change, 190, 247-262. https://doi.org/10.1016/j.techfore.2023.122408
  • Zeithaml, V., A. (1988). Consumer Perceptions of Price, Quality, and Value: a Means-End Model and Synthesis of Evidence. Journal of Marketing, 52(3), 2-22. https://doi.org/10.1177/002224298805200302
  • Zengin, B., & Aksoy, G. (2021). Sürdürülebilir Kalkınma Anlayışının Yeşil Pazarlama ve Yeşil Finans Açısından Değerlendirilmesi. İşletme Ekonomi ve Yönetim Araştırmaları Dergisi, 4(2), 362-379. https://doi.org/10.33416/baybem.845904
  • Zhao, Z. & Chen, L. (2021). Exploring Residents’ Purchase Intention of Green Housings in China: An Extended Perspective of Perceived Value. International Journal of Environmental Research and Public Health, 18, 4074, 1-19. https://doi.org/10.3390/ijerph18084074
  • Zhuang, W., Cumiskey, K., J., Xiao, Q. ve Alford, B., L. (2010). The Impact of Perceived Value on Behaviour Intention: An Empirical Study. Journal of Global Business Management, 6(2), 1-7.
  • Zhuang, W., Luo, X. & Riaz, M., U. (2021). On the Factors Influencing Green Purchase Intention: A Meta-Analysis Approach. Frontiers in Psychology, 12, 1-15. https://doi.org/10.3389/fpsyg.2021.644020
Toplam 112 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular İşletme
Bölüm Makaleler
Yazarlar

Deniz Deral 0000-0002-4914-0632

Keti Ventura 0000-0002-6422-0518

Erken Görünüm Tarihi 19 Ocak 2025
Yayımlanma Tarihi 21 Ocak 2025
Gönderilme Tarihi 12 Temmuz 2024
Kabul Tarihi 28 Ekim 2024
Yayımlandığı Sayı Yıl 2025Cilt: 26 Sayı: 1

Kaynak Göster

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
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