Yeşil Ambalajlı Ürünlerin Satın Alma Niyetini Etkileyen Faktörler: Materyalizm ve Fiyat Hassasiyetinin Düzenleyici Rolü
Özet
The aim of this study is to examine the effects of altruism, environmental knowledge and attitude variables on purchase intention of green packaged products in the light of Planned Behavior Theory and Value-Belief-Norm Theory. Additionally, in this study, the attitude-behavioral intention gap has been tried to be explained through materialism and price sensitivity, and the regulatory role of these concepts has been examined. In the study, descriptive research method was used and primary data was used. The survey application for the study was carried out with the online survey method for individual consumers aged 18 and over, and data were obtained from 401 participants in total. Structural Equation Modeling and Prcoess Bootstrap methods were used to test the research hypotheses. As a result of the analysis, it was seen that the value of altruism has a positive and significant effect on the attitude of consumers towards green packaged products. In addition, it has been observed that the attitude towards green packaged products has a positive and significant effect on the purchase intention for green packaged products. However, it has been determined that environmental information does not have a positive and significant effect on consumers' attitudes towards green packaged products. And also; It has been determined that price sensitivity has a moderating effect on the relationship between the attitude towards green packaged products and the purchase intention. On the other hand, it has been revealed that materialism does not have a regulatory role in the relationship between the attitude towards green packaged products and the purchase intention. Based on all these results, the contributions of the study and some suggestions for the administrators were presented and the study was concluded by mentioning the limitations of the study and suggestions for future studies.
