Research Article
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Investigation of Consumer Behaviors within the Scope of Different Environment-Friendly Behavior Types: A Research on Green Hotels in Alanya

Year 2020, Volume: 9 Issue: 1, 209 - 221, 27.01.2020
https://doi.org/10.33206/mjss.487606

Abstract


The aim of this study is to examine the effects of
perceived customer effectiveness, environmental concern and altruistic value on
good citizenship behavior, environmental activism behavior and green purchase
behavior. The universe of the research consists of environmentally sensitive
hotels (green hotels) in Alanya. In line with the purpose of the study, 391
green hotel customers were filled in the questionnaire form with convenience
sampling method. The questionnaires used in the research were filled in the
hotel guests staying in green hotels in the period of June 2017-May 2018.
Validity, reliability and random tests to the research model. Path analysis was
performed in Amos package program for testing hypotheses. When the results of
the research were examined, it was concluded that perceived customer
effectiveness, environmental concern and altruistic value positively affect
good citizenship behavior. Moreover, altruistic value positively affects the
environmental activism behavior. Altruistic value and environmental concern
positively affect green purchase behavior.

References

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  • Bagozzi, R. P. & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the evreye of marketing science, 16(1), 74-94.
  • Bandura, A. (1994). Social cognitive theory and exercise of control over HIV infection. In Ralph J. Diclemente ve John L. Peterson (Eds.), Preventing AIDS: Theories and methods of behavioral interventions. (347-375). New York: Plenum.
  • Berger, I. E., & Corbin, R. M. (1992). Perceived consumer effectiveness and faith in others as moderators of environmentally responsible behaviors. Journal of Public Policy & Marketing, 11(2), 78-88.
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  • Carrington, M. J., Neville, B.A. & Whitwell, G. J. (2010). Why ethical consumers don't walk their talk: Towards a framework for understanding the gap between the ethical purchase intentions and actual buying behaviour of ethically minded consumers. Journal of Business Ethics, 97(1), 139-158.
  • Cevirgen, A. & Ecevit, Z. (2005). Çevre bilinçli tüketiciler, Akdeniz İİBF Dergisi, 10, 238-263.
  • Chan, R. Y. K. (2001). Determinants of Chinese consumers green purchasing behavior. Psychology and Marketing, 18(4), 389-413.
  • Cho, Y. N., Thyroff, A., Rapert, M. I., Park, S. Y. & Lee, H. J. (2013). To Be Or Not To Be Green: Exploring Individualism and Collectivism as Antecedents of Environmental Behavior, Journal of Business Research, 66(8), 1052-1059.
  • De Groot, J. I. M., Steg, L. & Dicke, M. (2007). Morality and reducing car use:testing the norm activation model of prosocial behavior. In F. Columbus (Ed.), Transportation research trends. Newyork, NY: NOVA Publishers.
  • Dunlap, R. E., Van Liere, K. D., Mertig, A. G. & Jones, R. E. (2000). Measuring endorsement of the new ecological paradigm: A revised NEP scale. Journal of Social Issues, 56(3), 425-442.
  • Edwards, T. C. & Oskamp, S. (1992). Components of antinuclear war activism. Basic and Applied Social Psychology, 13(2), 217-230.Ellen, O. S., Wiener, J. L. & Cobb-Walgren, C. (1991). The role of perceived consumer effectiveness in motivating environmentally conscious behaviors. Journal of Public Policy and Marketing, 10(2), 102-117.
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  • Ishaswini & Datta, S. K. (2011). Pro-environmental concern influencing green buying: A study on Indian consumers. International Journal of Business and Management, 6(6), 124-133.
  • Jansson, J., Marell, A. & Nordlund, A. (2010). Green consumer behavior: Determinants of curtailment and eco-innovation adoption. Journal of Consumer Marketing, 27(4), 358-370.
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  • Joireman, J., Van Lange, P., Kuhlman, D.M., Van Vugt, M. & Shelley, G. P. (1997). An interdependence analysis of commuting decisions. European Journal of Social Psychology, 27(4), 441-463.
  • Karp, D. G. (1996). Values and their effect on pro-environmental behavior. Environment and Behavior, 28(1), 111-133.
  • Kavak, B. (2008). Pazarlama Araştırmaları Tasarım ve Analiz. Ankara: Hacettepe Üniversitesi Yayınları, 157-158.
  • Kement, Ü. (2015). Doğaya yönelik gerçekleştirilen rekreatif etkinliklerde tüketicilerin çevre dostu rekreasyon davranışlarının incelenmesi: kamping örneği. Yayınlanmamış Doktora Tezi, Rekreasyon Yönetimi Ana Bilim Dalı, Sosyal Bilimler Enstitüsü, Gazi Üniversitesi, Ankara.
  • Kement, Ü., & Güçer, E. (2015). Kamping Yapan Bireylerin Çevre Dostu Rekreasyon Davranışlarına Ekolojik Tutum ve Rekreasyonel Motivasyon Değişkenlerinin Etkisinin İncelenmesi. Journal of Recreation & Tourism Research, 2(3), 16-27.
  • Kil, N., Holland, S. M., & Stein, T. V. (2014). Structural relationships between environmental attitudes, recreation motivations, and environmentally responsible behaviors. Journal of Outdoor Recreation and Tourism, 7, 16-25.
  • Kilbourne, W. & Pickett, G. (2008). How materialism affects environmental beliefs, concern, and environmentally responsible behavior. Journal of Business Research, 61(9), 885-893.
  • Kim, Y. & Choi, S. M., (2005). Antecedents of green purchase behavior: an examination of collectivism, environmental concern, and PCE. Advances in Consumer Research 32, 592-599.
  • Klöckner, C. A. (2013). A comprehensive model of the psychology of environmental behavior- a meta-analysis. Global Environmental Change, 23, 1028-1038.
  • Krejcie, R. V. & Morgan, D. W. (1970). Determining Sample Size For Research Activities. Educ Psychol Meas.
  • Laroche, M., Bergeron, J. & Barbaro-Forleo, G. (2001). Targeting consumers who are willing to pay mor efor environmentally friendly products. Journal of Consumer Mrketing, 18(6), 503-520.
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  • Mostafa, M. M. (2007). Gender differences in Egyptian consumers' green purchase behavior: The effects of environmental knowledge, concern and attitude. International Journal of Consumer Studies, 31(3), 220-229.
  • Özer, L., Kement, Ü., & Gültekin, B. (2015). Genişletilmiş Planlanmış Davranış Teorisi Kapsamında Yeşil Yıldızlı Otelleri Tekrar Ziyaret Etme Niyeti. Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 33(4), 59-85.
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Tüketici Davranışlarının Çevre Dostu Davranış Türleri Kapsamında İncelenmesi: Alanya Örneği

Year 2020, Volume: 9 Issue: 1, 209 - 221, 27.01.2020
https://doi.org/10.33206/mjss.487606

Abstract

Bu araştırmanın
amacı iyi vatandaşlık davranışı, çevreci aktivizm davranışı ve yeşil satın alma
davranışına algılana tüketici etkililiği, çevresel kaygı ve özgecil değerin
etkisini incelemektir. Araştırmanın evrenini çevreye duyarlı tesisler (yeşil
oteller) oluşturmaktadır. Araştırmanın amacı doğrultusunda 391 yeşil otel
müşterisine kolayda örneklem yöntemi ile anket formu doldurtulmuştur.
Araştırmada kullanılan anket formları Haziran 2017-Mayıs 2018 zaman aralığında
Alanya’da faaliyet göstermekte olan yeşil otellerde konaklayan otel
müşterilerine doldurtulmuştur. Araştırma kapsamında oluşturulan model önerisine
yönelik geçerlilik, güvenilirlik ve tesadüfilik testleri uygulanmış ve
hipotezlerin test edilmesi sürecinde Amos paket programında yol analizi
gerçekleştirilmiştir. Araştırma sonuçları incelendiğinde iyi vatandaşlık
davranışını; algılanan tüketici etkililiği, çevresel kaygı ve özgecil değerin
olumlu yönde etkilediği sonucuna ulaşılmıştır. Ayrıca çevreci aktivizm
davranışını; özgecil değer, yeşil satın alma davranışını ise özgecil değer ve
çevresel kaygı değişkenlerinin olumlu yönde etkilediği tespit edilmiştir.

References

  • Ahn, J. M., Koo, D.M., & Chang, H. S. (2012). Different impacts of normative influences on pro-environmental purchasing behavior explained by differences in individual characteristics. Journal of Global Scholars of Marketing Science, 22(2), 163-182.
  • Akehurst, G., Afonso, C. & Gonçalves, H. M. (2012). Re-Examining Green Purchase Behaviour and The Green Consumer Profile: New Evidences, Management Decision, 50(5), 972-988.
  • Altunışık, R., Çoşkun, R., Bayraktaroğlu, S., & Yıldırım, E. (2004). Araştırma Yöntemleri, Sakarya: Sakarya Kitabevi.
  • Anderson, W. T. & Cunningham W. H. (1972). The socially conscious consumer, Journal of Marketing, 36(3), 23-31.
  • Anderson, J. C. & Gerbing, D. W. (1988). Structural equation modeling in practice: a review and recommended two-step approach. Psychological Bulletin 103(3), 411-423.
  • Bagozzi, R. P. & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the evreye of marketing science, 16(1), 74-94.
  • Bandura, A. (1994). Social cognitive theory and exercise of control over HIV infection. In Ralph J. Diclemente ve John L. Peterson (Eds.), Preventing AIDS: Theories and methods of behavioral interventions. (347-375). New York: Plenum.
  • Berger, I. E., & Corbin, R. M. (1992). Perceived consumer effectiveness and faith in others as moderators of environmentally responsible behaviors. Journal of Public Policy & Marketing, 11(2), 78-88.
  • Cameron, L. D., Brown, P.M. & Chapman, J. G. (1998). Social value orientations and decision to take proenvironmental action. Journal of Applied Social Psychology, 28(8), 675-697.
  • Carrington, M. J., Neville, B.A. & Whitwell, G. J. (2010). Why ethical consumers don't walk their talk: Towards a framework for understanding the gap between the ethical purchase intentions and actual buying behaviour of ethically minded consumers. Journal of Business Ethics, 97(1), 139-158.
  • Cevirgen, A. & Ecevit, Z. (2005). Çevre bilinçli tüketiciler, Akdeniz İİBF Dergisi, 10, 238-263.
  • Chan, R. Y. K. (2001). Determinants of Chinese consumers green purchasing behavior. Psychology and Marketing, 18(4), 389-413.
  • Cho, Y. N., Thyroff, A., Rapert, M. I., Park, S. Y. & Lee, H. J. (2013). To Be Or Not To Be Green: Exploring Individualism and Collectivism as Antecedents of Environmental Behavior, Journal of Business Research, 66(8), 1052-1059.
  • De Groot, J. I. M., Steg, L. & Dicke, M. (2007). Morality and reducing car use:testing the norm activation model of prosocial behavior. In F. Columbus (Ed.), Transportation research trends. Newyork, NY: NOVA Publishers.
  • Dunlap, R. E., Van Liere, K. D., Mertig, A. G. & Jones, R. E. (2000). Measuring endorsement of the new ecological paradigm: A revised NEP scale. Journal of Social Issues, 56(3), 425-442.
  • Edwards, T. C. & Oskamp, S. (1992). Components of antinuclear war activism. Basic and Applied Social Psychology, 13(2), 217-230.Ellen, O. S., Wiener, J. L. & Cobb-Walgren, C. (1991). The role of perceived consumer effectiveness in motivating environmentally conscious behaviors. Journal of Public Policy and Marketing, 10(2), 102-117.
  • Ellis, R. J. & Thompson, M. (1997). Culture matters: Essays in honor of Aaron Wildavsky. Boulder, CO: Westview.
  • Fishbein, M. & Ajzen, I. (1975). Belief, attitude, intention and behavior: An introduction to theory and research. Reading, MA: Addison-Wesley.
  • Fornell, C. & Larcker, D. F. (1981). Structural equation models with unobservable variables and measurement error: Algebra and statistics. Journal of marketing research, 382-388.
  • Fransson, N. & Garling, T. (1999). Environmental concern: conceptual definitions, measurement methods, and research findings. Journal of Environmental Psychology, 19(4), 369-382.
  • Gärling, T., Fujii, S., Gärling, A. & Jakobsson, C. (2003). Moderating effects of social value orientation on determinants of proenvironmental behavior intention. Journal of Environmental Psychology, 23(1), 1-9.
  • Gupta, S. & Ogden, D. T. (2009). To buy or not to buy? A social dilemma perspective on green buying. Journal of Consumer Marketing, 26(6), 376-391.
  • Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E. & Tatham, R. L. (2006). Multivariate Data Analysis, Pearson Prentice Hall. Upper Saddle River, New Joursey.
  • Hair, J., Black, W., Babin, B., & Anderson, R. (2010). Multivariate data analysis (7th ed.). Upper Saddle River, NJ, USA: Prentice-Hall.Ham, S. & Choi, Y. K. (2012). Effect of cause-related marketing for green practices in the hotel industry. Journal of Global Scholars of Marketing Science, 22(3), 249-259.
  • Han, H., & Kim, Y. (2010). An investigation of green hotel customers’ decision formation: Developing an extended model of the theory of planned behavior. International Journal of Hospitality Management, 29(4), 659-668.
  • Ishaswini & Datta, S. K. (2011). Pro-environmental concern influencing green buying: A study on Indian consumers. International Journal of Business and Management, 6(6), 124-133.
  • Jansson, J., Marell, A. & Nordlund, A. (2010). Green consumer behavior: Determinants of curtailment and eco-innovation adoption. Journal of Consumer Marketing, 27(4), 358-370.
  • Jennifer M. G. & Gareth M. J. (1999). Organizational Behaviour, Second Edition, an Imprint Of addision Wesley, Longman, Inch., USA.
  • Joireman, J., Lasane, T. P., Bennet, J., Richards, D. & Solaimani, S. (2001). Integrating social value orientation and the consideration of future consequences within the extended norm activation model of proenvironmental behaviour. British Journal of Social Psychology, 40(1), 133-155.
  • Joireman, J., Van Lange, P., Kuhlman, D.M., Van Vugt, M. & Shelley, G. P. (1997). An interdependence analysis of commuting decisions. European Journal of Social Psychology, 27(4), 441-463.
  • Karp, D. G. (1996). Values and their effect on pro-environmental behavior. Environment and Behavior, 28(1), 111-133.
  • Kavak, B. (2008). Pazarlama Araştırmaları Tasarım ve Analiz. Ankara: Hacettepe Üniversitesi Yayınları, 157-158.
  • Kement, Ü. (2015). Doğaya yönelik gerçekleştirilen rekreatif etkinliklerde tüketicilerin çevre dostu rekreasyon davranışlarının incelenmesi: kamping örneği. Yayınlanmamış Doktora Tezi, Rekreasyon Yönetimi Ana Bilim Dalı, Sosyal Bilimler Enstitüsü, Gazi Üniversitesi, Ankara.
  • Kement, Ü., & Güçer, E. (2015). Kamping Yapan Bireylerin Çevre Dostu Rekreasyon Davranışlarına Ekolojik Tutum ve Rekreasyonel Motivasyon Değişkenlerinin Etkisinin İncelenmesi. Journal of Recreation & Tourism Research, 2(3), 16-27.
  • Kil, N., Holland, S. M., & Stein, T. V. (2014). Structural relationships between environmental attitudes, recreation motivations, and environmentally responsible behaviors. Journal of Outdoor Recreation and Tourism, 7, 16-25.
  • Kilbourne, W. & Pickett, G. (2008). How materialism affects environmental beliefs, concern, and environmentally responsible behavior. Journal of Business Research, 61(9), 885-893.
  • Kim, Y. & Choi, S. M., (2005). Antecedents of green purchase behavior: an examination of collectivism, environmental concern, and PCE. Advances in Consumer Research 32, 592-599.
  • Klöckner, C. A. (2013). A comprehensive model of the psychology of environmental behavior- a meta-analysis. Global Environmental Change, 23, 1028-1038.
  • Krejcie, R. V. & Morgan, D. W. (1970). Determining Sample Size For Research Activities. Educ Psychol Meas.
  • Laroche, M., Bergeron, J. & Barbaro-Forleo, G. (2001). Targeting consumers who are willing to pay mor efor environmentally friendly products. Journal of Consumer Mrketing, 18(6), 503-520.
  • Lee, Y. K., Kim, S., Kim, M. S., & Choi, J. G. (2014). Antecedents and interrelationships of three types of pro-environmental behavior. Journal of Business Research, 67(10), 2097-2105.
  • Li, L. (1997). Effect of collectivist orientation and ecological attitude on actual environmental commitment: The moderating role of consumer demographics and product involvement. Journal of International Consumer Marketing, 9(4), 31–53.
  • Mainieri, T., Barnett, E. G., Valdero, T. R., Unipan, J. B. & Oskamp, S. (1997). Green buying: The influence of environmental concern on consumer behavior. The Journal of Social Psychology, 137(2), 189-204.
  • Manzo, L. C. & Weinstein, N. D. (1987). Behavioral commitment to environmental protection: A study of active and nonactive members of the Sierra Club. Environment and Behavior, 19(6), 673-694.
  • McCarty, J. A. & Shrum, L. J. (1994). The recycling of solid wastes: Personal values, value orientations, and attitudes about recycling as antecedents of recycling behavior. Journal of Business Research, 30(1), 53-63.
  • McFarlane, B. L. & Boxall, P. C. (2003). The role of social psychological and social structural variables in environmental activism: An example of the forest sector. Journal of Environmental Psychology, 23(1), 79-87.
  • Moisander, J. (2007). Motivational complexity of green consumerism. International Journal of Consumers Studies, 31(4), 404-409.
  • Mostafa, M. M. (2007). Gender differences in Egyptian consumers' green purchase behavior: The effects of environmental knowledge, concern and attitude. International Journal of Consumer Studies, 31(3), 220-229.
  • Özer, L., Kement, Ü., & Gültekin, B. (2015). Genişletilmiş Planlanmış Davranış Teorisi Kapsamında Yeşil Yıldızlı Otelleri Tekrar Ziyaret Etme Niyeti. Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 33(4), 59-85.
  • Pickett-Baker, J. & Ozaki, R. (2008). Pro-environmental products: Marketing influence on consumer purchase decision. Journal of Consumer Marketing, 25(2), 281-293.
  • Pinto, D. C., Nique, W. M., Anna, E. & Herter, M. M. (2011). Green consumer values: How do personal values influence environmentally responsible water consumption? International Journal of Consumer Studies, 35(2), 122-131.
  • Roberts, J. A. & Bacon, D. R. (1997). Exploring the subtle relationships between environmental concern and ecologically conscious consumer behavior, Journal of Business Research, 40(1), 79-89.
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There are 72 citations in total.

Details

Primary Language Turkish
Journal Section Research Article
Authors

Üzeyir Kement 0000-0002-3190-9079

Publication Date January 27, 2020
Submission Date November 26, 2018
Published in Issue Year 2020 Volume: 9 Issue: 1

Cite

APA Kement, Ü. (2020). Tüketici Davranışlarının Çevre Dostu Davranış Türleri Kapsamında İncelenmesi: Alanya Örneği. MANAS Sosyal Araştırmalar Dergisi, 9(1), 209-221. https://doi.org/10.33206/mjss.487606
AMA Kement Ü. Tüketici Davranışlarının Çevre Dostu Davranış Türleri Kapsamında İncelenmesi: Alanya Örneği. MJSS. January 2020;9(1):209-221. doi:10.33206/mjss.487606
Chicago Kement, Üzeyir. “Tüketici Davranışlarının Çevre Dostu Davranış Türleri Kapsamında İncelenmesi: Alanya Örneği”. MANAS Sosyal Araştırmalar Dergisi 9, no. 1 (January 2020): 209-21. https://doi.org/10.33206/mjss.487606.
EndNote Kement Ü (January 1, 2020) Tüketici Davranışlarının Çevre Dostu Davranış Türleri Kapsamında İncelenmesi: Alanya Örneği. MANAS Sosyal Araştırmalar Dergisi 9 1 209–221.
IEEE Ü. Kement, “Tüketici Davranışlarının Çevre Dostu Davranış Türleri Kapsamında İncelenmesi: Alanya Örneği”, MJSS, vol. 9, no. 1, pp. 209–221, 2020, doi: 10.33206/mjss.487606.
ISNAD Kement, Üzeyir. “Tüketici Davranışlarının Çevre Dostu Davranış Türleri Kapsamında İncelenmesi: Alanya Örneği”. MANAS Sosyal Araştırmalar Dergisi 9/1 (January 2020), 209-221. https://doi.org/10.33206/mjss.487606.
JAMA Kement Ü. Tüketici Davranışlarının Çevre Dostu Davranış Türleri Kapsamında İncelenmesi: Alanya Örneği. MJSS. 2020;9:209–221.
MLA Kement, Üzeyir. “Tüketici Davranışlarının Çevre Dostu Davranış Türleri Kapsamında İncelenmesi: Alanya Örneği”. MANAS Sosyal Araştırmalar Dergisi, vol. 9, no. 1, 2020, pp. 209-21, doi:10.33206/mjss.487606.
Vancouver Kement Ü. Tüketici Davranışlarının Çevre Dostu Davranış Türleri Kapsamında İncelenmesi: Alanya Örneği. MJSS. 2020;9(1):209-21.

MANAS Journal of Social Studies