SavedAdd your journal

Journals / Nevşehir Hacı Bektaş Veli Üniversitesi SBE Dergisi / 2026 / Cilt: 15 Sayı: 1

Young consumers behaviour: The mediating role of brand trust in the effect of attitude towards sustainable products on purchase intention

Genç tüketici davranışı: Sürdürülebilir ürünlere yönelı̇k tutumun satın alma nı̇yetı̇ üzerı̇ndekı̇ etkı̇sı̇nde marka güvenı̇nı̇n aracılık rolü

Şeyda Ok(OSTİM TEKNİK ÜNİVERSİTESİ)0000-0002-1157-1701
Pages
308–330
Publication Date
2025-03-27
🏛️Bibliographic metadata and full text access for this article are provided via DergiPark.
DergiPark Record ↗
✨

AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

It was found that young people's attitudes towards sustainable products, purchase intentions and brand trust levels were higher than other age groups and brand trust played a mediating role in the relationship between attitudes towards sustainable products and purchase intentions.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:In recent years, consumers have increasingly sought natural products to live more sustainably and healthily.
📊
Key Findings & Data:Businesses have started to align their strategies with sustainability by emphasising that they produce natural products that are both beneficial for health and environmentally sustainable.
💡
Conclusion & Impact:It was found that young people's attitudes towards sustainable products, purchase intentions and brand trust levels were higher than other age groups and brand trust played a mediating role in the relationship between attitudes towards sustainable products and purchase intentions.
🔬Design:Survey & Empirical Study
📍Scope:Comprehensive Sample
⚙️Variables:Marka Güveni · Genç Tüketici · Tüketici Tutumu

Abstract

In recent years, consumers have increasingly sought natural products to live more sustainably and healthily. Businesses have started to align their strategies with sustainability by emphasising that they produce natural products that are both beneficial for health and environmentally sustainable. The purpose of this study is to examine the effect of attitudes towards sustainable products on purchase intention by comparing the younger generation with other generations within the scope of demographic characteristics and to investigate the mediating role of brand trust in this relationship. In order to collect the necessary data, 460 Turkish consumers were surveyed. Hypotheses were tested with IBM SPSS Statistics 26 and IBM SPSS AMOS 23 software. It was found that young people's attitudes towards sustainable products, purchase intentions and brand trust levels were higher than other age groups and brand trust played a mediating role in the relationship between attitudes towards sustainable products and purchase intentions. It is thought that this study will provide insight into the theoretical approaches to consumer buying behaviour for researchers and academics and provide guidance for marketers in developing green marketing strategies to achieve optimum competitive advantage.

Özet

Son yıllarda tüketiciler daha sürdürülebilir ve sağlıklı yaşamak için giderek daha fazla doğal ürün arayışına girmiştir. İşletmeler de hem sağlık için faydalı hem de çevresel açıdan sürdürülebilir doğal ürünler ürettiklerini vurgulayarak stratejilerini sürdürülebilirlikle uyumlu hale getirmeye başlamıştır. Bu çalışmanın amacı, sürdürülebilir ürünlere yönelik tutumların satın alma niyeti üzerindeki etkisini demografik özellikler kapsamında genç kuşak ile diğer kuşakları karşılaştırarak incelemek ve bu ilişkide marka güveninin aracılık rolünü araştırmaktır. Gerekli verileri toplamak için 460 Türk tüketiciye anket uygulanmıştır. Hipotezler IBM SPSS Statistics 26 ve IBM SPSS AMOS 23 yazılımları ile test edilmiştir. Gençlerin sürdürülebilir ürünlere yönelik tutumlarının, satın alma niyetlerinin ve marka güveni düzeylerinin diğer yaş gruplarına göre daha yüksek olduğu ve sürdürülebilir ürünlere yönelik tutumlar ile satın alma niyetleri arasındaki ilişkide marka güveninin aracı rol oynadığı tespit edilmiştir. Bu çalışmanın, araştırmacılar ve akademisyenler için tüketici satın alma davranışına ilişkin teorik yaklaşımlar hakkında fikir vereceği ve pazarlamacılar için optimum rekabet avantajı elde etmek için yeşil pazarlama stratejileri geliştirmede yol gösterici olacağı düşünülmektedir.

🔖

Cite This Article

Ok, Ş. (2025). Young consumers behaviour: The mediating role of brand trust in the effect of attitude towards sustainable products on purchase intention. Nevşehir Hacı Bektaş Veli Üniversitesi SBE Dergisi, Cilt: 15 Sayı: 1, 308–330. https://doi.org/10.30783/nevsosbilen.1614056

📄 Full Text PDF Viewer

📄

PDF görüntüleyici hazırlanıyor...

References (59)

  1. Ahmad, W., & Zhang, Q. (2020). Green purchase intention: Effects of electronic service quality and customer green psychology. Journal of Cleaner Production, 267, 122053. https://doi.org/10.1016/j.jclepro.2020.122053
  2. Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T
  3. Alpar, R. (2020). Uygulamalı istatistik ve geçerlik-güvenirlik. Detay Yayıncılık.
  4. Argo, J. J., Bruin, G. J., & Dunn, K. W. (2005). The influence of a friend’s behavior on an individual’s purchase intention. Journal of Consumer Research, 32(3), 392–399. https://doi.org/10.1086/497548
  5. Astrid, P. (2020). Social media marketing and brand loyalty: The role of brand trust. Journal of Asian Finance, Economics and Business, 7(12), 951–958. https://doi.org/10.13106/jafeb.2020.vol7.no12.951
  6. Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16, 74–94. https://doi.org/10.1177/009207038801600107
  7. Bollen, K., & Lennox, R. (1991). Conventional wisdom on measurement: A structural equation perspective. Psychological Bulletin, 110(2), 305–314. https://doi.org/10.1037//0033-2909.110.2.305
  8. Boulstridge, E., & Carrigan, M. (2000). Do we really care about ethical consumerism? Ecological Economics, 32(2), 221–236. https://doi.org/10.1016/S0921-8009(99)00092-1
  9. Bredahl, L. (2001). Determinants of consumer attitudes and purchase intentions with regard to genetically modified foods: Results of a cross-national survey. Journal of Consumer Policy, 24(1), 23–61. https://doi.org/10.1023/A:1010950406128
  10. Charter, M., Peattie, K., Ottman, J., & Polonsky, M. J. (2002). Marketing and sustainability. Centre for Business Relationships, Accountability, Sustainability and Society. https://doi.org/10.4324/9781351283083
  11. Chen, M. F., & Lee, C. L. (2015). The impacts of green claims on coffee consumers' purchase intention. British Food Journal, 117(1), 195–209. https://doi.org/10.1108/bfj-07-2013-0196
  12. Chen, L., Qie, K., Memon, H., & Yesuf, H. M. (2012). The empirical analysis of green innovation for fashion brands, perceived value, and green purchase intention-mediating and moderating effects. Sustainability, 13(8), 4238. https://doi.org/10.3390/su13084238
  13. Chen, Y.-S., & Chang, C.-H. (2012). Enhancing green purchase intentions: The roles of green perceived value, green perceived risk, and green trust. Journal of Business Ethics, 107(3), 305–322. https://doi.org/10.1007/s10551-011-1020-3
  14. Chen, Y.-S., & Chang, C.-H. (2013). The influence of greenwash on consumer purchasing intentions: The mediating effect of green trust. Journal of Business Ethics, 114(3), 325–334. https://doi.org/10.1007/s10551-012-1360-3
  15. Chen, Y.-S. (2010). The influence of green marketing on brand trust and purchase intention. Journal of Business Ethics, 97(4), 663–672. https://doi.org/10.1007/s10551-010-0512-0
  16. Çokluk, Ö., Şekercioğlu, G., & Büyüköztürk, Ş. (2012). Sosyal bilimler için çok değişkenli istatistik: SPSS ve LISREL uygulamaları. Pegem Akademi.
  17. Dangelico, R. M., & Vocalelli, D. (2017). “Green marketing”: A systematic review of the literature and implications for future research. Business Strategy and the Environment, 26(4), 473–486. https://doi.org/10.1002/bse.1930
  18. Delgado-Ballester, E., & Munuera-Alemán, J. L. (2001). Brand trust in the context of brand equity. European Journal of Marketing, 35(11/12), 1238–1258. https://doi.org/10.1108/EJM-11-2001-0631
  19. D'Souza, C., Taghian, M., Lamb, P., & Peretiatkos, R. (2006). Green decisions: Demographics and consumer understanding of environmental labels. International Journal of Consumer Studies, 30(1), 14–24. https://doi.org/10.1111/j.1470-6431.2005.00466.x
  20. Hart, S. L. (1995). A natural-resource-based view of the firm. Academy of Management Review, 20(4), 986–1014. https://doi.org/10.5465/amr.1995.9512280031
  21. Hawkins, D. I., & Mothersbaugh, D. L. (2010). Consumer behavior: Building marketing strategy. McGraw-Hill Education.
  22. Grewal, D., & Levy, M. (2010). Marketing (2nd ed.). McGraw Hill.
  23. Grier, S. A., & Bryant, C. A. (2005). Social marketing in public health. Health Affairs, 24(4), 100–112. https://doi.org/10.1377/hlthaff.24.4.100
  24. Gürbüz, S., & Şahin, F. (2018). Sosyal bilimlerde araştırma yöntemleri. Seçkin Yayıncılık.
  25. Jöreskog, K. G., & Sörbom, D. (1993). LISREL 8: Structural equation modeling with the SIMPLIS command language. Lawrence Erlbaum Associates, Inc.
  26. Kabadayı, E. T., & Alan, A. K. (2012). Brand trust and brand affect: Their strategic importance on brand loyalty. Journal of Global Strategic Management, 11(6), 81–88. https://doi.org/10.20460/jgsm.2012615788
  27. Kabadayı, E. T., Dursun, İ., Alan, A. K., & Tuğer, A. T. (2015). Green purchase intention of young Turkish consumers: Effects of consumer guilt, self-monitoring, and perceived consumer effectiveness. Procedia – Social and Behavioral Sciences, 207, 165–174. https://doi.org/10.1016/j.sbspro.2015.10.167
  28. Kalaycı, Ş. (2010). SPSS uygulamalı çok değişkenli istatistik teknikleri. Asil Yayın Dağıtım.
  29. Kline, R. B. (1998). Principles and practice of structural equation modeling. Guilford Press.
  30. Kotler, P., Kartajaya, H., & Setiawan, I. (2016). Marketing 4.0. Wiley.
  31. Kotler, P., & Armstrong, G. (2009). Principles of marketing (13th ed.). Prentice Hall.
  32. Kumar, P., & Ghodeswar, B. M. (2015). Factors affecting consumers' green product purchase decisions. Marketing Intelligence & Planning, 33(3), 330–347. https://doi.org/10.1108/mip-03-2014-0068
  33. Lasuin, C. A., & Ching, N. Y. (2014). Factors influencing green purchase intention among university students in Malaysia. Malaysian Journal of Business and Economics, 1(2), 1–14. https://doi.org/10.51200/mjbe.v1i2.116
  34. Lee, K. (2009). Gender differences in consumers' green purchasing behavior. Journal of Consumer Marketing, 26(2), 87–96. https://doi.org/10.1108/07363760910940494
  35. Mayank, B., & Amit, J. (2013). Green marketing: A study of consumer perception and preferences in India. Electronic Green Journal, 1(36), 1–20. https://doi.org/10.5070/g313618392
  36. Moorman, M., Neijens, P. C., & Smit, E. G. (2002). The effects of magazine-induced psychological responses and thematic congruence on memory and attitude toward the ad in a real-life setting. Journal of Advertising, 31(4), 27–40. https://doi.org/10.1080/00913367.2002.10673683
  37. Nguyen, T. N., & Lobo, A. (2018). Young consumers' green purchase behavior: The role of environmental concern, knowledge, and attitude. International Journal of Retail & Distribution Management, 46(5), 477–496. https://doi.org/10.1108/IJRDM-06-2017-0132
  38. Nguyen, L. Q., & Du, Q. (2010). Effectiveness of students’ choice in ecological food. Umeå School of Business.
  39. Okada, E. M., & Mais, E. L. (2010). Framing the 'green' alternative for environmentally conscious consumers. Sustainability Accounting, Management and Policy Journal, 1(2), 222–234. https://doi.org/10.1108/20408021011089257
  40. Ottman, J. A. (2011). The New Rules of Green Marketing: Strategies, Tools, and Inspiration for Sustainable Branding. Berrett-Koehler Publishers.
  41. Özdamar, K. (2002). Paket programları ile istatistiksel veri analizi-2. Kaan Kitabevi.
  42. Porter, M. E., & Kramer, M. R. (2011). Creating shared value. Harvard Business Review, 89(1/2), 62–77.
  43. Peattie, K. (2001). Towards sustainability: The role of green marketing. Marketing Review, 1(2), 129–144. https://doi.org/10.1362/1460948012560977
  44. Peattie, K., & Crane, A. (2005). Green marketing: Legend, myth, or new management reality? Journal of Business Ethics, 66(4), 357–374. https://doi.org/10.1007/s10551-005-2501-6
  45. Polonsky, M. J. (1994). An introduction to green marketing. Electronic Green Journal, 1(2), 1–10. https://doi.org/10.5070/g31210177
  46. Prothero, A., Dobscha, S., Freund, J., Kilbourne, W. F., Luchs, M. G., Ozanne, L. K., & Thogersen, J. (2011). Sustainable consumption: Opportunities for consumer research and public policy. Journal of Public Policy & Marketing, 30(1), 31–38. https://doi.org/10.1509/jppm.30.1.31
  47. Rahbar, E., & Wahid, N. A. (2011). Factors affecting green purchase intention: A study in Malaysia. International Journal of Business and Management, 6(6), 229–239. https://doi.org/10.5539/ijbm.v6n6p229
  48. Ramesh, K., Saha, R., Goswami, S., Sekar, S., & Dahiya, R. (2019). Consumers' response to CSR activities: Mediating role of brand image and brand attitude. Corporate Social Responsibility and Environmental Management, 26(2), 377–387. https://doi.org/10.1002/csr.1689
  49. Schmidt, K., & Buxel, H. (2019). The role of trust in the relationship between corporate social responsibility and consumer behavior. Corporate Social Responsibility and Environmental Management, 26(6), 1331–1340. https://doi.org/10.1002/csr.1831
  50. Singh, P. (2010). Green marketing: Opportunity for innovation and sustainable development. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.1636622
  51. Škatarić, G., Vlahović, B., Užar, D., Spalević, V., & Novićević, R. (2021). The influence of green marketing on consumer environmental awareness. Poljoprivreda i Sumarstvo, 67(2), 21–36. https://doi.org/10.17707/agricultforest.67.2.02
  52. Sreen, N., Purbey, S., & Sadarangan, P. (2017). Impact of culture, behaviour, and gender on green purchase intention. Journal of Retailing and Consumer Services, 41, 177–189. https://doi.org/10.1016/j.jretconser.2017.12.002
  53. Suki, N. M. (2013). Green awareness effects on consumer’s purchasing decision: Some insights from Malaysia. International Journal of Asia Pacific Studies, 9(2), 49–63.
  54. Şeker, H., & Gençdoğan, B. (2014). Psikolojide ve eğitimde ölçme aracı geliştirme. Nobel Yayınevi.
  55. TerraChoice. (2010). The Sins of Greenwashing: Home and Family Edition. https://www.terrachoice.com/en/greenwashing-report-2010
  56. Testa, F., Iraldo, F., Vaccari, A., & Ferrari, E. (2013). Why eco-labels can be effective marketing tools: Evidence from a study on Italian consumers. Business Strategy and the Environment, 24(4), 252–265. https://doi.org/10.1002/bse.1821
  57. Tsai, P. H., Lin, G. Y., Zheng, Y. L., Chen, Y. C., Chen, P. Z., & Su, Z. C. (2020). Exploring the effect of Starbucks' green marketing on consumers' purchase decisions from consumers' perspective. Journal of Retailing and Consumer Services, 56, 102162. https://doi.org/10.1016/j.jretconser.2020.102162
  58. Wu, S. I., & Chen, Y. J. (2014). The impact of green marketing and perceived innovation on purchase intention for green products. International Journal of Marketing Studies, 6(5), 81–100. https://doi.org/10.5539/ijms.v6n5p81
  59. Zhou, L., & Hu, M. (2018). The influence of green brand image on consumer purchase intention: A case study of Chinese consumers. Sustainability, 10(10), 3780. https://doi.org/10.3390/su10103780