Genişletilmiş değer-tutum-davranış modeli bağlamında yeşil ürün satın alma davranışının incelenmesi
Investigation of Green Buying Behavior in the Context of an Extended Value-Attitude-Behavior Model

Summary/Abstract: In this study, indirect effects of environmental consciousness (value) on green product purchasing behavior through environmental attitudes (attitudes towards environmental problems and eco-social benefits) were investigated in the context of value-attitude-behavior model. At the same time, the effects of reference groups (informative, utilitarian and value-expressive), green product information and green product quality on the green product purchasing behavior were examined. The sample of the study consists of 550 consumers aged 18 and over, living in Samsun, selected by the convenience sampling method. As a result of the study, it was concluded that environmental awareness has an indirect effect on green product purchasing behavior through environmental attitudes and that reference groups, green product information and product quality also have an impact on green product purchasing behavior. In addition, Kruskall-Wallis test was used to examine the significance of the differences between the demographic features of the generations on the variables desired to be observed in the research. Consequently, it was observed that there was a statistically significant difference at environmental consciousness value and attitudes towards eco-social benefits in terms of generations.

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