Are We As Green As We Suppose To Be?Importance-Performance Analysis of Turkish YoungConsumers’ Green Consumption Behaviour

Sandığımız Kadar Yeşil miyiz? Türk Genç Tüketicilerin Yeşil Tüketim Davranışının Önem-Performans Analizi

Abstract

Environmental events, such as the changing ecological balance against the environment, earthquakes, floods, global warming and even epidemics that threaten human life, force individuals to be more sensitive to the environment. Young individuals, who are more open to developments and updates, are the subject of environmental studies with both these aspects and their increasing population. In this study, the importance and behavioural practices of 242 undergraduate students towards green consumption behaviour were analyzed using the Importance-Performance Analysis. As a result of this analysis, it was observed that there is a significant difference between the importance the students give to basic green consumption behaviour and their practice in their daily lives. In order to interpret the low performance (practice) observed in the behaviour, the performance levels were divided into two as low-high level according to the mean value and assigned as a dependent variable. Then, the effect of the variables of person’s effect in terms of affective responses and conditional value at the level of exhibiting green consumption behaviour was examined by binary regression. The findings revealed that the conditional value variable is indicative at the level of exhibiting green consumption behaviour, while the effect of the person’s effect variable is not

Özet

Değişen ekolojik denge, deprem, sel, küresel ısınma ve hatta pandemigibi çevresel olaylar insan hayatını tehdit ederken bireyleri doğayakarşı daha hassas olmaya itmektedir. Hem (teknolojik vb.) gelişmeve güncel bilgiye daha açık olmaları hem de artan nüfusları itibariylegenç bireyler sıklıkla çevreye yönelik araştırmaların konusu olmakta dır. Bu çalışmada 242 lisans öğrencisi üzerinde, yeşil tüketim davranı şı üzerine Önem-Performans Analizi gerçekleştirilmiş ve bireysel etkive durumsal koşulların performans üzerindeki etkisi lojistik regresyonanalizi ile incelenmiştir. Önem-Performans Analizi yeşil tüketime ve rilen önemle bunu davranışa döndürme noktasında anlamlı farklılıklarortaya koyarken performans üzerinde ise bireyin kendi etkisine ilişkinalgısından ziyade durumsal koşulların etkisi olduğu görülmüştür.