MATERYALİZMİN SÜRDÜRÜLEBİLİR TÜKETİM DAVRANIŞINA ETKİSİ: YEŞİL SATIN ALMA NİYETİNİN ARACILIK ROLÜ
THE EFFECT OF MATERIALISM ON SUSTAINABLE CONSUMPTION BEHAVIOR: THE MEDIATING ROLE OF GREEN PURCHASE INTENT

Summary/Abstract: This study aims to investigate the impact of materialism on green purchasing intention and sustainable consumption behaviors. Within the context of this topic, it is investigated how materialist tendencies such as non-generosity, envy, and preservation affect green purchasing intention and sustainable consumption behaviors. Additionally, the mediating role of green purchasing intention in the effect of materialism on sustainable consumption behavior is examined. In this case, information was gathered from 537 consumers using an online survey methodology between May and June 2022. The consumers were chosen through convenience sampling and quota sampling methods. The data was first applied to descriptive statistics, followed by confirmatory factor analysis, path analysis, and mediation analysis. Mediation analysis was performed on the model using the bootstrap method. The programs SPSS and AMOS were used to analyze the data. The analysis's findings indicate that materialism has a significant effect on green purchasing intention and sustainable consumption behaviors, and green purchasing intention has a significant effect on sustainable consumption behaviors. In addition, there is a significant and indirect effect of green purchase intention on the effect of materialism on sustainable consumption behaviors.

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