Algılanan Tüketici Etkinliği, Ağızdan Ağıza Pazarlama ve Sosyal Medya Kullanımının Tüketicilerin Sürdürülebilir Tüketim Davranışlarına Etkilerinin İncelenmesi
Examining the Effects of Perceived Consumer Effectiveness, Word-of-Mouth Marketing, and Social Media Usage on Consumers’ Sustainable Consumption Behaviors

Summary/Abstract: This study aims to determine the effects of perceived consumer effectiveness, word-of-mouth marketing, and social media usage on sustainable consumption behavior. In this regard, sustainable consumption behavior is examined across four dimensions: environmental sensitivity, unneeded consumption, saving, and reusability. Structural equation modeling was applied to data collected from 402 participants via an online survey using measurement items adapted from the existing literature. The findings indicate that perceived consumer effectiveness significantly influences the saving dimension of sustainable consumption behavior, social media usage impacts the dimension of unneeded consumption, and word-of-mouth marketing has a significant effect on all dimensions of sustainable consumption behavior.

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