AN EXPLORATORY STUDY ON TURKISH CONSUMERS’ ATTITUDE AND PURCHASE INTENTION TOWARDS GREEN PRODUCTS
Green marketing has become a fast-developing research field in recent years, even though the term “green product” is still new for consumers in developing and socially-constructed economies like Turkey. The aim of this study is to examine the effect of collective self-esteem and social influence on...
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Veröffentlicht in: | Dokuz Eylül Üniversitesi Sosyal Bilimler Enstitüsü Dergisi 2021-03, Vol.23 (1), p.249-270 |
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Format: | Artikel |
Sprache: | eng |
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Zusammenfassung: | Green marketing has become a fast-developing research field in recent years, even though the term “green product” is still new for consumers in developing and socially-constructed economies like Turkey. The aim of this study is to examine the effect of collective self-esteem and social influence on the green product purchase intention of Turkish consumers while delineating other factors that may play a role within this relationship. According to the results of the study which were gathered from 370 consumers, the effects of collective self-esteem, social influence and attitudes towards green products significantly influence green product purchase intention. It can be seen from the results that collective self-esteem and social influence positively affect consumers’ green product purchase intention and the relationship between collective self-esteem and social influence on green product purchase intention is partially mediated by attitude toward green products. In addition, generational cohort differences play a significant role. While the impact of social influence on green product purchase intention is stronger for Gen X’ers, there was no generational difference on influence of collective self-esteem on purchase intention. Findings and implications are discussed. |
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ISSN: | 1308-0911 1302-3284 1308-0911 |
DOI: | 10.16953/deusosbil.689530 |