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Journals / Journal of Research in Business / 2021 / Cilt: 6 Sayı: 2

THE EFFECT OF GREEN MARKETING ON CONSUMERS’ PURCHASE INTENTION FOR ECO-FRIENDLY COSMETICS

YEŞİL PAZARLAMANIN TÜKETİCİLERİN ÇEVRE DOSTU KOZMETİK ÜRÜNLERİ SATIN ALMA NİYETİNE ETKİSİ

Selin URKUT
Emrah CENGİZ
Pages
470–492
Publication Date
2021-12-23
DOI
—
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AI Summary & Key Takeaways

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

As a result of the analysis, it was seen that ecologically conscious consumer behavior, green marketing awareness and green advertising receptivity positively and statistically significant affected consumers’ purchase intention for eco-friendly cosmetics whereas it was concluded that greenwash did not have a statistically significant effect on consumers’ purchase intention for eco-friendly cosmetics.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:With the increasing environmental concerns, environmental protection efforts emerge as an important factor in the purchasing decision process for ecologically conscious consumers.
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Key Findings & Data:The questionnaire was applied online to 341 participants.
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Conclusion & Impact:As a result of the analysis, it was seen that ecologically conscious consumer behavior, green marketing awareness and green advertising receptivity positively and statistically significant affected consumers’ purchase intention for eco-friendly cosmetics whereas it was concluded that greenwash did not have a statistically significant effect on consumers’ purchase intention for eco-friendly cosmetics.
🔬Design:Survey & Empirical Study
📍Scope:Comprehensive Sample
⚙️Variables:Yeşil pazarlama · çevre bilinçli tüketici davranışı · kozmetik ürünleri

Abstract

With the increasing environmental concerns, environmental protection efforts emerge as an important factor in the purchasing decision process for ecologically conscious consumers. In this context, the concept of green marketing has great importance for both businesses and consumers. The purpose of this article is to investigate the effects of ecologically conscious consumer behavior, green marketing awareness, greenwash and green advertising receptivity on consumers' purchase intention for eco-friendly cosmetics. For this purpose, a quantitative research has been carried out. Questionnaire was used as data collection tool. The questionnaire was applied online to 341 participants. Multiple linear regression analysis was used to test the hypotheses. As a result of the analysis, it was seen that ecologically conscious consumer behavior, green marketing awareness and green advertising receptivity positively and statistically significant affected consumers’ purchase intention for eco-friendly cosmetics whereas it was concluded that greenwash did not have a statistically significant effect on consumers’ purchase intention for eco-friendly cosmetics.

Özet

Çevre ile ilgili endişelerin artmasıyla, çevre bilinçli tüketiciler için satın alma karar sürecinde çevreyi koruma çabaları önemli bir faktör olarak karşımıza çıkmaktadır. Bu bağlamda hem işletmeler hem de tüketiciler açısından yeşil pazarlama kavramı büyük önem taşımaktadır. Bu makalenin amacı; çevre bilinçli tüketici davranışı, yeşil pazarlama farkındalığı, yeşil göz boyama ve yeşil reklamlara duyarlılığın tüketicilerin çevre dostu kozmetik ürünleri satın alma niyetine etkisini araştırmaktır. Bu amaç doğrultusunda kantitatif bir araştırma gerçekleştirilmiştir. Veri toplama aracı olarak anket kullanılmıştır. Anket, 341 katılımcıya online olarak uygulanmıştır. Hipotezlerin test edilmesinde çoklu doğrusal regresyon analizi kullanılmıştır. Analiz sonucunda, çevre bilinçli tüketici davranışı, yeşil pazarlama farkındalığı ve yeşil reklamlara duyarlılığın çevre dostu kozmetik ürünleri satın alma niyetine pozitif ve istatistiksel olarak anlamlı etkisi olduğu görülmüştür. Yeşil göz boyamanın, çevre dostu kozmetik ürünleri satın alma niyeti üzerinde istatistiksel olarak anlamlı etkisi bulunmadığı sonucuna ulaşılmıştır.

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Cite This Article

URKUT, S., CENGİZ, E. (2021). THE EFFECT OF GREEN MARKETING ON CONSUMERS’ PURCHASE INTENTION FOR ECO-FRIENDLY COSMETICS. Journal of Research in Business, Cilt: 6 Sayı: 2, 470–492. https://ajindex.com/articles/908107

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