Genişletilmiş planlı davranış teorisi temelinde enerji tasarruflu ürünleri satın alma davranışı
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Dosyalar
Tarih
2021
Yazarlar
Dergi Başlığı
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Yayıncı
Hatay Mustafa Kemal Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Tüketicilerin yaşam standartlarının iyileşmesinin yanı sıra değişen tüketim kalıpları ve alışkanlarına bağlı olarak, gündelik hayatlarında kullandıkları enerji miktarı sürekli olarak artış göstermektedir. Ancak enerji tüketiminde ki bu artışlar ciddi çevresel ve ekonomik problemler oluşturmaktadır. Bu nedenle tüketicilerin enerji tasarruf davranışlarını araştırmak büyük bir öneme sahiptir. Bu çalışmanın amacı, tüketicilerin enerji tasarruflu ürünleri satın alma davranışlarını çevresel öz kimlik, çevresel endişe, tanımlayıcı normlar ve kişisel ahlaki normları içeren genişletilmiş bir planlı davranış teorisi modeli temelinde incelemektir. Ayrıca çalışmada, enerji tasarruflu ürünleri satın alma niyeti ile enerji tasarruflu ürünleri satın alma davranışı arasındaki ilişkide algılanan fiyat ve algılanan güvenin düzenleyici rolü incelenmiştir. Çalışmanın anakütlesini Türkiye'de yaşayan 25 yaş ve üzeri tüketiciler oluşturmaktadır. Bu çalışmada örnekleme yöntemi olarak kolayda örnekleme yöntemi kullanılmış ve veriler Google Form üzerinden çevrimiçi anket aracılığıyla toplanmıştır. Çalışmanın örneklemi 503 katılımcıdan oluşmaktadır. Çalışmada yer alan hipotezler yapısal eşitlik modeli ile test edilmiştir. Çalışmanın sonuçlarına göre çevresel tutum, çevresel öz kimlik, çevresel endişe ve önleyici normların enerji verimli ürünler satın alma niyeti üzerinde olumlu etkisi bulunurken, tanımlayıcı normların ve kişisel ahlaki normların enerji verimli ürünler satın alma niyeti üzerinde bir etkisi olmadığı görülmüştür. Sonuçlar ayrıca, enerji tasarruflu ürünleri satın alma niyetinin, enerji tasarruflu ürünleri satın alma davranışını olumlu yönde etkilediğini ortaya koymuştur. Son olarak çalışmanın sonuçları, algılanan fiyat ve algılanan güvenin, enerji tasarruflu ürünleri satın alma niyeti ile enerji tasarruflu ürünleri satın alma davranışı arasındaki ilişkide düzenleyici etkiye sahip olmadığını ortaya koymuştur.
In addition to the improvement in the living standards of the consumers, depending on the changing consumption patterns and habits, the amount of energy they use in their daily lives is constantly increasing. However, these increases in energy consumption create serious environmental and economic problems. Therefore, it is of great importance to investigate the energy-saving behavior of consumers. This study aims to examine consumers' purchasing behavior of energy-efficient products based on an expanded theory of planned behavior model that includes environmental self-identity, environmental concerns, descriptive norms, and personal moral norms. Also, the study was examined the moderating role of perceived price and perceived trust in the relationship between intention to purchase energy-efficient products and purchase behavior of energy-saving products. The population of the study consists of 25 years and above consumers living in Turkey. In this study, the convenience sampling method was used as the sampling method, and data were collected by conducting an online survey via Google Form. The sample of the study consists of 503 participants. The hypotheses in the study were tested with the structural equation model. According to the results of the study environmental attitude, environmental self-identity, environmental concern, and injunctive norms have a positive effect on the intention to purchase energy-efficient products, whereas descriptive norms and personal moral norms have not to effect on the intention to purchase energy-efficient products. Results also showed that the intention to purchase energy-efficient products has a positive effect on the purchase behavior of energy-saving products. Finally, the results of the study revealed that perceived price and perceived trust did not have any moderating effect on the relationship between intention to purchase energy-saving products and purchase behavior of energy-saving products.
In addition to the improvement in the living standards of the consumers, depending on the changing consumption patterns and habits, the amount of energy they use in their daily lives is constantly increasing. However, these increases in energy consumption create serious environmental and economic problems. Therefore, it is of great importance to investigate the energy-saving behavior of consumers. This study aims to examine consumers' purchasing behavior of energy-efficient products based on an expanded theory of planned behavior model that includes environmental self-identity, environmental concerns, descriptive norms, and personal moral norms. Also, the study was examined the moderating role of perceived price and perceived trust in the relationship between intention to purchase energy-efficient products and purchase behavior of energy-saving products. The population of the study consists of 25 years and above consumers living in Turkey. In this study, the convenience sampling method was used as the sampling method, and data were collected by conducting an online survey via Google Form. The sample of the study consists of 503 participants. The hypotheses in the study were tested with the structural equation model. According to the results of the study environmental attitude, environmental self-identity, environmental concern, and injunctive norms have a positive effect on the intention to purchase energy-efficient products, whereas descriptive norms and personal moral norms have not to effect on the intention to purchase energy-efficient products. Results also showed that the intention to purchase energy-efficient products has a positive effect on the purchase behavior of energy-saving products. Finally, the results of the study revealed that perceived price and perceived trust did not have any moderating effect on the relationship between intention to purchase energy-saving products and purchase behavior of energy-saving products.
Açıklama
Anahtar Kelimeler
İşletme, Business Administration
