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Journals / Uluslararası Toplumsal Bilimler Dergisi / 2026 / Cilt: 10 Sayı: 2

THE IMPACT OF MORAL NORMS ON GREEN BUYING BEHAVIOR: THE MEDIATING ROLE OF SOCIAL JUSTICE ADVOCACY

AHLAKİ NORMLARIN YEŞİL SATIN ALMA DAVRANIŞI ÜZERİNDEKİ ETKİSİ: SOSYAL ADALET SAVUNUCULUĞUNUN ARACILIK ROLÜ

Damla Yılmazoğlu(ÜSKÜDAR ÜNİVERSİTESİ, SAĞLIK HİZMETLERİ MESLEK YÜKSEKOKULU)0000-0002-7045-9816
Sude Ermurat0009-0006-6960-3864
Pages
42–74
Publication Date
2026-06-28
DOI
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AI Summary & Key Takeaways

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

The findings of the study offer important implications for public policymakers and green product marketers.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:The aim of this research is to examine the impact of moral norms on green buying behavior and the mediating role of social justice advocacy in this impact..
📊
Key Findings & Data:The data used in this study were collected through a survey administered to a total of 429 participants, selected using a convenience sampling method with voluntary participation.
💡
Conclusion & Impact:The findings of the study offer important implications for public policymakers and green product marketers.
🔬Design:Survey & Empirical Study
📍Scope:Comprehensive Sample
⚙️Variables:Ahlaki Norm · Sosyal Adalet Savunuculuğu · Yeşil Satın Alma Davranışı

Abstract

The aim of this research is to examine the impact of moral norms on green buying behavior and the mediating role of social justice advocacy in this impact.. The conceptual model of the research encompasses two elements (moral norms and social justice advocacy) and a consumer response (purchasing behavior). The data used in this study were collected through a survey administered to a total of 429 participants, selected using a convenience sampling method with voluntary participation. The SPSS 27 software package and the Lavaan software package in R were used to analyze the data. For the validity analysis of the study, confirmatory factor analysis was used, and Cronbach's alpha values were examined for reliability analysis. Structural equation modeling was used to examine the relationships between the variables. According to the analysis results, moral norms have a significant and positive effect on green purchasing behavior. This research provides empirical evidence that moral norms and social justice advocacy can be significant predictors of consumers' green purchasing behavior. The findings of the study offer important implications for public policymakers and green product marketers.

Özet

Bu araştırmanın amacı ahlaki normların yeşil satın alma davranışı üzerindeki etkisini ve sosyal adalet savunuculuğunun bu etkideki aracılık rolünü incelemektir. Araştırmanın kavramsal modeli iki unsur (ahlaki normlar ve sosyal adalet savunuculuğu) ve bir tüketici tepkisini (satın alma davranışı) kapsamaktadır. Bu çalışmada kullanılan veriler, katılımcıların gönüllü olarak yer aldığı ve kolayda örneklem yöntemiyle seçildiği bir örneklem üzerinden toplanmış olup, toplam 429 kişiyle uygulanan anket aracılığıyla elde edilmiştir. Elde edilen verileri analiz etmek için SPSS 27 paket programı ile birlikte R programında yer alan lavaan paketi kullanılmıştır. Araştırmanın geçerlilik analizi için doğrulayıcı faktör analizi, güvenilirlik analizi için ise Cronbach alpha değerlerine bakılmıştır. Değişkenler arasındaki ilişkileri incelemek için yapısal eşitlik modellemesi kullanılmıştır. Analiz sonuçlarına göre ahlaki normların yeşil satın alma davranışı üzerinde anlamlı ve pozitif etkisi bulunmaktadır. Bu araştırma ahlaki norm ve sosyal adalet savunuculuğunun tüketicilerin yeşil satın alma davranışlarının anlamlı bir öngörücüsü olabileceğine dair ampirik kanıtlar sunmaktadır. Araştırmadan elde edilen bulgular, kamu politika yapıcıları ve yeşil ürün pazarlamacıları için önemli çıkarımlar önermektedir.

🔖

Cite This Article

Yılmazoğlu, D., Ermurat, S. (2026). THE IMPACT OF MORAL NORMS ON GREEN BUYING BEHAVIOR: THE MEDIATING ROLE OF SOCIAL JUSTICE ADVOCACY. Uluslararası Toplumsal Bilimler Dergisi, Cilt: 10 Sayı: 2, 42–74. https://ajindex.com/articles/1606323

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