Çevresel Duyarliliğin Yeşi̇l Marka Terci̇hi̇ Ve Yeşi̇l Satin Alma Ni̇yeti̇ Üzeri̇ndeki̇ Etki̇si̇ni̇ Beli̇rlemeye Yöneli̇k Bi̇r Araştirma
Year: 2020
Type: article
Study design: Observational Study
Abstract: Today, green product awareness has increased with the increase of environmentally conscious consumers. The consumers who are sensitive to the environment give more importance to green products in the marketing activities in the enterprises due to the greater demand for green products. The aim of this research is to determine the effects of consumers' environmental sensitivity on green brand preference and green product buying behavior. SPSS 18 and AMOS 20 program were used to analyze the data. The ecological dimension of environmental sensitivity indicates green brand preference (β = 0.70; p <0.05); personal dimension was found to affect green brand preference (β = 0.54; p <0.05) and behavioral dimension affected green brand preference (β = 0.74; p <0.05). Furthermore, it was concluded that green brand preference had an effect on green buying behavior (β = 0.84; p <0.05).
Source: ATLAS JOURNAL
DOI: 10.31568/atlas.431
Author: Hasbiye DİZMAN
Institution: Kütahya Dumlupınar Üniversitesi
Language: Turkish
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W3023316121