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Journals / Pazarlama ve Pazarlama Araştırmaları Dergisi / 2026 / Cilt: 19 Sayı: 3

CAN CONSUMER WISDOM FOSTER INTENTION TO MITIGATE CLIMATE CHANGE? AN INTEGRATED MODEL OF ENVIRONMENTAL SELF-IDENTITY, BIOSPHERIC VALUES, AND CLIMATE CHANGE ENGAGEMENT

TÜKETİCİ BİLGELİĞİ İKLİM DEĞİŞİKLİĞİNİN ETKİLERİNİ AZALTMA NİYETİNİ GÜÇLENDİREBİLİR Mİ? ÇEVRESEL ÖZ-KİMLİK, BİYOSFERİK DEĞERLER VE İKLİM DEĞİŞİKLİĞİ KATILIMINI BÜTÜNLEŞTİREN BİR MODEL

Özge Dinçer(ANKARA ÜNİVERSİTESİ)0000-0002-9804-0451
Mehmet Özer(Ankara Sosyal Bilimler Üniversitesi Siyasal Bilgiler Fakültesi İşletme Bölümü)0000-0002-5777-3165
Pages
682–711
Publication Date
2026-09-28
DOI
—
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AI Summary & Key Takeaways

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

Practically, the findings indicate that policymakers and marketing practitioners can strengthen mitigation intentions by fostering wise consumption, moral responsibility, and climate change concern and engagement.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:Climate change remains a consumer behaviour issue and can be examined through the emerging concept of consumer wisdom.
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Key Findings & Data:Data from 307 consumers in Türkiye were analysed using structural equation modelling.
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Conclusion & Impact:Practically, the findings indicate that policymakers and marketing practitioners can strengthen mitigation intentions by fostering wise consumption, moral responsibility, and climate change concern and engagement.
🔬Design:Modeling & Simulation
📍Scope:Comprehensive Sample
⚙️Variables:Tüketici Bilgeliği · Çevresel Öz-Kimlik · Biyosferik Değerler

Abstract

Climate change remains a consumer behaviour issue and can be examined through the emerging concept of consumer wisdom. This study develops and tests a model positioning consumer wisdom as a key mechanism through which environmental self-identity and biospheric values translate into climate change mitigation intention. Data from 307 consumers in Türkiye were analysed using structural equation modelling. The findings show that environmental self-identity and biospheric values positively influence consumer wisdom, which strengthens moral obligation. Moral obligation increases climate change concern and engagement, and both responses positively predict mitigation intentions. The results reveal serial indirect effects of environmental self-identity and biospheric values on mitigation intentions through consumer wisdom and moral obligation, followed by either concern or engagement. Perceived meaninglessness did not significantly moderate the relationships between climate-related responses and mitigation intentions. In contrast, perceived powerlessness weakened the concern–intention relationship but, contrary to expectations, strengthened the engagement–intention relationship. This study extends consumer wisdom research by identifying its environmental foundations and explaining how it is transformed into climate action through moral and psychological mechanisms. Practically, the findings indicate that policymakers and marketing practitioners can strengthen mitigation intentions by fostering wise consumption, moral responsibility, and climate change concern and engagement.

Özet

İklim değişikliği, tüketici davranışı alanında önemli bir sorun olmaya devam etmekte ve yükselen bir kavram olan tüketici bilgelik çerçevesinde ele alınmaktadır. Bu çalışma, çevresel benlik kimliği ve biyosferik değerlerin iklim değişikliğinin etkilerini azaltma niyetine nasıl dönüştüğünü açıklamak amacıyla tüketici bilgeliğini temel bir mekanizma olarak konumlandıran bir model geliştirmekte ve test etmektedir. Türkiye’deki 307 tüketiciden elde edilen araştırma verisi yapısal eşitlik modellemesiyle analiz edilmiştir. Bulgular, çevresel benlik kimliği ve biyosferik değerlerin tüketici bilgeliğini olumlu yönde etkilediğini; tüketici bilgeliğinin ise ahlaki yükümlülüğü güçlendirdiğini göstermektedir. Ahlaki yükümlülük, iklim değişikliğine yönelik kaygı ve katılımı artırmakta; bu iki tepki de azaltma niyetlerini olumlu yönde etkilemektedir. Ayrıca çevresel benlik kimliği ve biyosferik değerlerin, tüketici bilgeliği ve ahlaki yükümlülük üzerinden; ardından iklim değişikliği kaygısı veya katılımı aracılığıyla azaltma niyetleri üzerindeki sıralı dolaylı etkileri anlamlı bulunmuştur. Algılanan anlamsızlık, iklimle ilişkili tepkiler ile azaltma niyetleri arasındaki ilişkiler üzerinde düzenleyici bir etkisi bulunmamıştır. Buna karşılık algılanan güçsüzlük, kaygı–niyet ilişkisini zayıflatırken, beklentilerin aksine katılım–niyet ilişkisini güçlendirmiştir. Çalışma, tüketici bilgeliğinin çevresel temellerini ortaya koyarak ve ahlaki-psikolojik mekanizmalar yoluyla iklim eylemine nasıl dönüştüğünü açıklayarak literatüre katkı sunmaktadır. Uygulama açısından bulgular, politika yapıcıların ve pazarlama uygulayıcılarının bilgece tüketimi, ahlaki sorumluluğu, iklim değişikliğine yönelik kaygı ve katılımı teşvik ederek azaltma niyetlerini güçlendirebileceğini göstermektedir.

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Cite This Article

Dinçer, Ö., Özer, M., *, M. Ö. (2026). CAN CONSUMER WISDOM FOSTER INTENTION TO MITIGATE CLIMATE CHANGE? AN INTEGRATED MODEL OF ENVIRONMENTAL SELF-IDENTITY, BIOSPHERIC VALUES, AND CLIMATE CHANGE ENGAGEMENT. Pazarlama ve Pazarlama Araştırmaları Dergisi, Cilt: 19 Sayı: 3, 682–711. https://ajindex.com/articles/1301017

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