Yeşil Pazarlama Faaliyetlerinin Yeşil Marka Farkındalığı ve Tüketici Satın Alma Niyeti Üzerindeki Aracılık Etkisi

BÜLENT ÖZSAÇMACI (Çankaya Üniversitesi)
Business and Economics Research Journal
15 4
Yıl: 2018 Cilt: 9 Sayı: 4 Sayfa Aralığı: 945 - 960 Metin Dili: Türkçe DOI: 10.20409/berj.2018.149 İndeks Tarihi: 17-01-2020

Yeşil Pazarlama Faaliyetlerinin Yeşil Marka Farkındalığı ve Tüketici Satın Alma Niyeti Üzerindeki Aracılık Etkisi

Öz:
Bu çalışma, yeşil pazarlama faaliyetlerinde, yeşil marka farkındalığı ile tüketici satın almaniyetleri arasındaki ilişkinin incelenmesini amaçlamaktadır. Bu araştırma, nicel tabanlı ilişkiseltarama modelinde betimsel bir çalışmadır. Araştırmada elde edilen veriler, yapısal eşitlik modelininanalizi için kısmi en küçük kareler (PLS) yaklaşımı kullanılarak, değişkenler arasındaki aracılık etkisiincelenmiştir. Çalışmada anket tekniği kullanılarak Ankara ilinde yaşayan 387 tüketici üzerinde birsaha çalışması yürütülmüştür. Bu çalışma kapsamında yapılan literatür taramaları ve hipotezanalizlerine bağlı sonuçlar, tüketicilerin satın alma davranışlarının, markaların oluşturduğu yeşilfarkındalıktan ve yeşil pazarlama faaliyetlerinden etkilendiğini göstermektedir. PLS yöntemi ileelde edilen sonuçlar ışığında ise, perakende market ürünlerinde yeşil pazarlama faaliyetlerinin yeşilmarka farkındalığı ile tüketici satın alma niyeti arasındaki ilişkiye aracılık etkisi gösterdiğianlaşılmıştır. Bunun yanı sıra tüketicinin eğitim düzeyi ve gelir durumunun ise yeşil markafarkındalığı ve tüketici satın alma niyeti arasındaki ilişkiye kısmi aracılık etkisi göstermektedir. Builişkilerdeki dengelerin değişmesine yol açabilecek birtakım alt unsurların olduğunu belirtmekgerekir. Tüketicinin araştırmaya konu olan markalara ilişkin farkındalığının hangi seviyede olduğu,yeşil marka kavramının fayda ve özelliklerine ilgi duyması önemli göstergelerdir. Tüketicilerin sahipolduğu demografik ve psikografik özellikler de bu ilişkinin anlaşılmasında araştırmaya katkısağlamıştır.
Anahtar Kelime:

Konular: İşletme Halkla İlişkiler İktisat İşletme Finans

The Mediation Effect of Green Marketing Activities on Green Brand Awareness and Consumer Purchase Intention

Öz:
This paper aims to investigate the link between green brand awareness and consumer purchasing intentions in green marketing activities. This is a quantitative based descriptive study in relational model. The gathered data explored the mediating effect of the variables using the partial least squares (PLS) approach for the analysis of structural equation model. A field study was conducted on 387 individuals living in Ankara by using a survey technique. The outcomes of the literature reviews and hypothesis analyzes indicate that consumers' purchasing behavior is affected by the green awareness of brands and green marketing activities. Also, the results acquired with the PLS method stated that green marketing activities in the retail market products mediates the link between the green brand awareness and the consumer purchasing intention. Besides, consumer's education level and income situation, partially mediates the relationship between green brand awareness and consumer buying intention. It should be noted that there are many sub-elements which may lead to the change of terms in these relations. Such as, consumer’s brand awareness level and the interest about the benefits and features of the green brand concept are the important indicators. The demographic and psychographic characteristics of the consumers have also contributed to the research in understanding these relationships.
Anahtar Kelime:

Konular: İşletme Halkla İlişkiler İktisat İşletme Finans
Belge Türü: Makale Makale Türü: Araştırma Makalesi Erişim Türü: Erişime Açık
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APA ÖZSAÇMACI B (2018). Yeşil Pazarlama Faaliyetlerinin Yeşil Marka Farkındalığı ve Tüketici Satın Alma Niyeti Üzerindeki Aracılık Etkisi. , 945 - 960. 10.20409/berj.2018.149
Chicago ÖZSAÇMACI BÜLENT Yeşil Pazarlama Faaliyetlerinin Yeşil Marka Farkındalığı ve Tüketici Satın Alma Niyeti Üzerindeki Aracılık Etkisi. (2018): 945 - 960. 10.20409/berj.2018.149
MLA ÖZSAÇMACI BÜLENT Yeşil Pazarlama Faaliyetlerinin Yeşil Marka Farkındalığı ve Tüketici Satın Alma Niyeti Üzerindeki Aracılık Etkisi. , 2018, ss.945 - 960. 10.20409/berj.2018.149
AMA ÖZSAÇMACI B Yeşil Pazarlama Faaliyetlerinin Yeşil Marka Farkındalığı ve Tüketici Satın Alma Niyeti Üzerindeki Aracılık Etkisi. . 2018; 945 - 960. 10.20409/berj.2018.149
Vancouver ÖZSAÇMACI B Yeşil Pazarlama Faaliyetlerinin Yeşil Marka Farkındalığı ve Tüketici Satın Alma Niyeti Üzerindeki Aracılık Etkisi. . 2018; 945 - 960. 10.20409/berj.2018.149
IEEE ÖZSAÇMACI B "Yeşil Pazarlama Faaliyetlerinin Yeşil Marka Farkındalığı ve Tüketici Satın Alma Niyeti Üzerindeki Aracılık Etkisi." , ss.945 - 960, 2018. 10.20409/berj.2018.149
ISNAD ÖZSAÇMACI, BÜLENT. "Yeşil Pazarlama Faaliyetlerinin Yeşil Marka Farkındalığı ve Tüketici Satın Alma Niyeti Üzerindeki Aracılık Etkisi". (2018), 945-960. https://doi.org/10.20409/berj.2018.149
APA ÖZSAÇMACI B (2018). Yeşil Pazarlama Faaliyetlerinin Yeşil Marka Farkındalığı ve Tüketici Satın Alma Niyeti Üzerindeki Aracılık Etkisi. Business and Economics Research Journal, 9(4), 945 - 960. 10.20409/berj.2018.149
Chicago ÖZSAÇMACI BÜLENT Yeşil Pazarlama Faaliyetlerinin Yeşil Marka Farkındalığı ve Tüketici Satın Alma Niyeti Üzerindeki Aracılık Etkisi. Business and Economics Research Journal 9, no.4 (2018): 945 - 960. 10.20409/berj.2018.149
MLA ÖZSAÇMACI BÜLENT Yeşil Pazarlama Faaliyetlerinin Yeşil Marka Farkındalığı ve Tüketici Satın Alma Niyeti Üzerindeki Aracılık Etkisi. Business and Economics Research Journal, vol.9, no.4, 2018, ss.945 - 960. 10.20409/berj.2018.149
AMA ÖZSAÇMACI B Yeşil Pazarlama Faaliyetlerinin Yeşil Marka Farkındalığı ve Tüketici Satın Alma Niyeti Üzerindeki Aracılık Etkisi. Business and Economics Research Journal. 2018; 9(4): 945 - 960. 10.20409/berj.2018.149
Vancouver ÖZSAÇMACI B Yeşil Pazarlama Faaliyetlerinin Yeşil Marka Farkındalığı ve Tüketici Satın Alma Niyeti Üzerindeki Aracılık Etkisi. Business and Economics Research Journal. 2018; 9(4): 945 - 960. 10.20409/berj.2018.149
IEEE ÖZSAÇMACI B "Yeşil Pazarlama Faaliyetlerinin Yeşil Marka Farkındalığı ve Tüketici Satın Alma Niyeti Üzerindeki Aracılık Etkisi." Business and Economics Research Journal, 9, ss.945 - 960, 2018. 10.20409/berj.2018.149
ISNAD ÖZSAÇMACI, BÜLENT. "Yeşil Pazarlama Faaliyetlerinin Yeşil Marka Farkındalığı ve Tüketici Satın Alma Niyeti Üzerindeki Aracılık Etkisi". Business and Economics Research Journal 9/4 (2018), 945-960. https://doi.org/10.20409/berj.2018.149
Sayfa Oluşturulma Tarihi
30-04-2024 22:15

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