KaydedilenlerDerginizi ekleyin

Dergiler / Gazi İktisat ve İşletme Dergisi / 2026 / Cilt: 12 Sayı: 1

Sürdürülebilir tüketim davranışı ile elektrikli araç satın alma niyeti arasındaki ilişki: Güdülenmiş tüketici yenilikçiliğinin aracılık ve düzenleyici rolü

The relationship between sustainable consumption behaviour and electric vehicle purchase intention: The mediating and moderating role of motivated consumer innovation

Aysun Şahin(ADNAN MENDERES ÜNİVERSİTESİ)0000-0003-4630-5590
Ece Armağan(ADNAN MENDERES ÜNİVERSİTESİ)0000-0001-5371-219X
Sayfa
123–140
Yayın Tarihi
2026-02-28
🏛️Bu makalenin bibliyografik verileri ve tam metin bağlantısı DergiPark üzerinden sağlanmıştır.
DergiPark Kaydı ↗
✨

Yapay Zeka Hızlı Bakış & Çıkarımlar

AI Insight
⚡ TL;DR(1 Cümlede Hızlı Çıkarım)

Bulgular, sürdürülebilir tüketim yaklaşımının elektrikli araç satın alma niyetini etkilediğini ve motive edilmiş tüketici inovasyonunun bu etkiye aracılık ettiğini ve düzenlediğini gösterdi.

📌 3 Maddede Bu Makale

🎯
Amaç & Hipotez:Bu çalışma, tüketicilerin Sürdürülebilir Tüketim (SC) yaklaşımlarının ve tüketici inovasyonunun yenilikçi ve çevre dostu teknolojik ürünler olan elektrikli araçları satın alma niyeti (PI) üzerindeki etkilerinde Motive Edilmiş Tüketici İnovasyonunun (MCI) aracılık ve düzenleyici rollerini incelemeyi amaçlamaktadır.
📊
Temel Bulgular & Veri:Nicel araştırma kapsamında, Sürdürülebilir Tüketim Ölçeği (20 madde), Motive Tüketici İnovasyon Ölçeği (15 madde) ve Satın Alma Niyeti Ölçeği (3 madde) kullanılarak bir anket geliştirildi.
💡
Sonuç & Katkı:Bulgular, sürdürülebilir tüketim yaklaşımının elektrikli araç satın alma niyetini etkilediğini ve motive edilmiş tüketici inovasyonunun bu etkiye aracılık ettiğini ve düzenlediğini gösterdi.
🔬Tür:Uygulamalı Anket & Alan Araştırması
📍Kapsam:370 katılımcı
⚙️Değişkenler:Sürdürülebilir Tüketim · Motive Edilmiş Tüketici İnovasyonu · Elektrikli Araç Satın Alma Niyeti

Özet

Bu çalışma, tüketicilerin Sürdürülebilir Tüketim (SC) yaklaşımlarının ve tüketici inovasyonunun yenilikçi ve çevre dostu teknolojik ürünler olan elektrikli araçları satın alma niyeti (PI) üzerindeki etkilerinde Motive Edilmiş Tüketici İnovasyonunun (MCI) aracılık ve düzenleyici rollerini incelemeyi amaçlamaktadır. Nicel araştırma kapsamında, Sürdürülebilir Tüketim Ölçeği (20 madde), Motive Tüketici İnovasyon Ölçeği (15 madde) ve Satın Alma Niyeti Ölçeği (3 madde) kullanılarak bir anket geliştirildi. Anket çevrimiçi olarak 370 katılımcıya verildi ve nihai örneklem, geçersiz yanıtlar hariç tutularak 353 kişiden oluştu. Yapısal Eşitlik Modeli (SEM) çerçevesinde uyum iyiliği değerleri değerlendirildi ve doğrulayıcı faktör analizi yapıldı. Araştırma hipotezleri, Yapısal Eşitlik Modeli çerçevesinde yer alan değişkenler arasındaki ilişkileri araştırmak amacıyla tasarlanan modellerden elde edilen kovaryans, korelasyon ve regresyon katsayıları kullanılarak test edildi. Bulgular, sürdürülebilir tüketim yaklaşımının elektrikli araç satın alma niyetini etkilediğini ve motive edilmiş tüketici inovasyonunun bu etkiye aracılık ettiğini ve düzenlediğini gösterdi. Çalışma, sürdürülebilir tüketim ve motive tüketici inovasyonu üzerindeki etkilerini inceledi ve motive edilmiş tüketici inovasyonunun aracı ve düzenleyici bir etkiye sahip olduğunu buldu. Sonuçların, işletmelerin pazarlama stratejileri geliştirmesinde fayda sağlayacağı ve özgün bir ampirik bakış açısı sunarak literatüre katkı sağlayacağı düşünülmektedir.

Abstract

This study aimed to examine the mediating and moderating roles of Motivated Consumer Innovation (MCI) in the effects of consumers’ approaches to Sustainable Consumption (SC) and consumer innovation on the intention to purchase (PI) electric vehicles, which are innovative and environmentally friendly technological products. Within the scope of quantitative research, a questionnaire was developed using the Sustainable Consumption Scale (20 items), the Motivated Consumer Innovation Scale (15 items), and the Purchase Intention Scale (3 items). The questionnaire was administered online to 370 participants, and the final sample consisted of 353 individuals after excluding invalid responses. Within the Structural Equation Modeling (SEM) framework, goodness-of-fit indices were evaluated, and confirmatory factor analysis was conducted. The research hypotheses were tested using covariance, correlation, and regression coefficients obtained from the models designed to examine the relationships among the variables. The findings indicated that sustainable consumption significantly influenced electric vehicle purchase intention and that motivated consumer innovation both mediated and moderated this relationship. The study examined the effects of sustainable consumption and motivated consumer innovation on electric vehicle purchase intention and found that motivated consumer innovation had significant mediating and moderating effects. The results provided implications for businesses in developing marketing strategies and contributed to the literature by offering an original empirical perspective.

🔖

Bu Makaleye Atıf Yap

Şahin, A., Armağan, E. (2026). Sürdürülebilir tüketim davranışı ile elektrikli araç satın alma niyeti arasındaki ilişki: Güdülenmiş tüketici yenilikçiliğinin aracılık ve düzenleyici rolü. Gazi İktisat ve İşletme Dergisi, Cilt: 12 Sayı: 1, 123–140. https://doi.org/10.30855/gjeb.2026.12.1.008

📄 Tam Metin PDF Okuyucu

📄

PDF görüntüleyici hazırlanıyor...

Kaynakça (62)

  1. Akdoğan, M., and Karaarslan, M. (2013). Consumer innovation. Atatürk University Journal of Economics and Administrative Sciences, 27(2), 1-20.
  2. Aktaş, S. C., and Çiçek, B. (2019). Examination of sustainable consumption behaviors of men and women of different generations. Third Sector Journal of Social Economics, 54(4), 1957-1978. Doi: https://doi.org/10.15659/3.sektor-sosyal-ekonomi.19.12.1264
  3. Beak, Y., Kim, K., Maeng, K., and Cho, Y. (2020). Is the environment‐friendly factor attractive to customers when purchasing electric vehicles? Evidence from South Korea, Business Strategy and the Environment, 29 (3), 996-1006. Doi: https://doi.org/10.1002/bse.2412
  4. Bilici, F., and Özdemir, E. (2020). The role of technological readiness on consumers' intention to use augmented reality technologies. International Social Mentality and Researcher Thinkers Journal, 6(37), 2046-2060. Doı: http://dx.doi.org/10.31576/smryj.669
  5. Büyüköztürk, Ş., Çakmak, E. K., Akgün, Ö. E., Karadeniz, Ş., and Demirel, F. (2010). Scientific research methods. Ankara: Pegem Publishing.
  6. Dawkins, E., André, K., Axelsson, K., Benoist, L., Swartling, Å. G., and Persson, Å. (2019). Advancing sustainable consumption at the local government level: A literature review. Journal of Cleaner Production, 231, 1450–1462.Doi: https://doi.org/10.1016/j.jclepro.2019.05.176
  7. Değirmenci, K., and Breitner, M. H. (2017). Consumer purchase intentions for electric vehicles: Is green more important than price and range? Transportation Research Part D: Transport and Environment, 51, 250–260. Doi: https://doi.org/10.1016/j.trd.2017.01.001
  8. Deniz, A., and Erciş, A. (2016). The relationships between the dimensions of consumer innovation and the factors affecting innovation, Kafkas University Journal of the Faculty of Economics and Administrative Sciences, 7(14), 461–475.
  9. Diksaç, R. (2019). The impact of Environmental Awareness and lifestyle on sustainable consumption behavior and a study (Ph.D. Thesis). Marmara University Graduate School of Social Sciences, İstanbul.
  10. Dutta, B., and Hwang, H.G. (2021). Exploring consumers’ sustainable consumption intention for green electric vehicles: An extended theory of planned behavior approach. Sustainability, 13(21), 12025. Doi: https://doi.org/10.3390/su132112025
  11. Eryiğit, C., and Kavak, B. (2011). Attitudinal and behavioral consistency of consumer innovativeness. Hacettepe University Journal of the Faculty of Economics and Administrative Sciences, 29(2), 95-113.
  12. Eun Park, J., Yu, J., and Xin Zhou, J. (2010). Consumer innovativeness and shopping styles. Journal of Consumer Marketing, 27(5), 437–446. Doi: https://doi.org/10.1108/07363761011063330
  13. Faiz, E. and Uludağ, G. (2019). A model proposal for the effect of motivated consumer innovation on the switching cost and perceived value: The case of smart phone market. Business and Economics Research Journal, 10(4), 991-1004. Doi: https://doi.org/10.20409/berj.2019.215
  14. Geissinger, A., Laurell, C., Öberg, C., and Sandström, C. (2018). How sustainable is the sharing economy? On the sustainability connotations of sharing economy platforms. Journal of Cleaner Production, 206, 419-429. Doi: https://doi.org/10.1016/j.jclepro.2018.09.196
  15. Hair, J. F., Black, W.C., Babin, B. J., and Anderson, R. E. (2014). Examining your data. In: Hair JF, Black WC, Babin BJ, Anderson RE. eds. Multivariate Data Analysis. 7th. ed. London: Pearson Education Limited, 31-664.
  16. Hayes, A.F. (2017). Introduction to mediation, moderation, and conditional process analysis: a regression-based approach. New York: Guilford Press.
  17. Hu, L. T., and Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: conventional criteria versus new alternatives. SEM, 6(1), 1–55. Doi: https://doi.org/10.1080/10705519909 540118.
  18. Hwang, J., Sun-Bai, C. and Kim, W. (2019). Consequences of psychological benefits of using eco-friendly in the context of drone food delivery services, Journal of Travel and Tourism Marketing, Doi: https://doi.org/10.1080/10548408.2019.1586619.
  19. Im, S., Bayus, B. L., and Mason, C. H. (2003). An empirical study of innate consumer innovativeness, personal characteristics, and new-product adoption behavior. Journal of the Academy of Marketing Science, 31(1), 61–73. Doi: https://doi.org/10.1177/0092070302238602
  20. Im, M., Song, M. R., and Chu, W. (2019). Effects of Consumer Innovativeness on Environment-Friendly Product Satisfaction. The Journal of Distribution Science, 17(10), 125–134. DOI: https://doi.org/10.15722/ jds.17.10.201910.125.
  21. Igartua, J. J., and Hayes, A. F. (2021). Mediation, moderation, and conditional process analysis: concepts, computations, and common confusions. Span J Psychol, 241–24. Doi: https://doi.org/ 10.1017/SJP.2021.46.
  22. Jabeen, G., Ahmad, M., and Zhang, Q. (2021). Factors influencing consumers’ willingness to buy green energy technologies in a green perceived value framework. Energy Sources, Part B: Economics, Planning, and Policy, 16(7), 669-685. Doi: https://doi.org/10.1080/15567249.2021.1952494
  23. Kamya, B. (2020). The impact of sustainable marketing on consumer behavior and perceived brand value (Master's Thesis). Pamukkale University Institute of Social Sciences, Denizli.
  24. Karasar, N. (2018). Scientific research method. Ankara: Nobel Publishing.
  25. Kılıç, E. A., and Portakalcı, M. (2018), The Impact of Consumer Innovatıveness As a Competatıve Instrument on Buyıng Habıts. Journal of Life Economics, 5(1), 95. Doi: https://doi.org/10.15637/jlecon.244
  26. Kızgın, Y., Karaosmanoğlu, K., Örmeci, G., and Taş, Ö. (2017, November). Consumers' green consumption trends in the context of sustainable consumption and their differences according to demographic characteristics. In Proceedings, 1st International Sustainable Tourism Congress, November 23-25, Kastamonu, Türkiye.
  27. Kim, K. H., and Moon, H. (2021). Innovative digital marketing management in B2B markets. Industrial Marketing Management, 95, 1–4. Doi: https://doi.org/10.1016/j.indmarman.2021.04.003
  28. Kline, R. B. (2016). Principles and practice of structural equation modeling. New York: The Guilford Press.
  29. Leary, R. B., Vann, R. J., Mittelstaedt, J. D., Murphy, P. E., and Sherry, J. F. (2014). Changing the marketplace one behavior at a time: Perceived marketplace influence and sustainable consumption. Journal of Business Research, 67(9),1953–1958. Doi: https://doi.org/10.1016/j.jbusres.2013.11.004
  30. Ling, Z., Cherry, C. R., and Wen, Y. (2021). Determining the factors influencing electric vehicle adoption: A stated preference survey study in Beijing, China. Sustainability, 13(21), 11719. Doi: https://doi.org/10.3390/su132111719
  31. Mishra, R., Singh, R. K., and Rana, N. P. (2022). Developing environmental collaboration among supply chain partners for sustainable consumption and production: Insights from an auto sector supply chain. Journal of Cleaner Production, 338, 130619.Doi: https://doi.org/10.1016/j.jclepro.2022.130619
  32. Morton, C., Anable, J., and Nelson, J. D. (2016). Exploring consumer preferences towards electric vehicles: The influence of consumer innovativeness. Research in Transportation Business and Management, 18, 18–28. Doi: https://doi.org/10.1016/j.rtbm.2016.01.007
  33. Özden, A. T. (2019). A research on the examining of the relationship between consumer innovation and the need for social approval. Journal of Business Research- Turk, 11(3), 1537–1558. Doi: https://doi.org/10.20491/isarder.2019.688
  34. Piligrimienė, Ž., Žukauskaitė, A., Korzilius, H., Banytė, J., and Dovalienė, A. (2020). Internal and external determinants of consumer engagement in sustainable consumption. Sustainability, 12(4), 1349. Doi: https://doi.org/10.3390/su12041349
  35. Plananska, J., and Gamma, K. (2022). Product bundling for accelerating electric vehicle adoption: A mixed-method empirical analysis of Swiss customers. Renewable and Sustainable Energy Reviews, 154, 111760. Doi: https://doi.org/10.1016/j.rser.2021.111760
  36. Quoquab, F., Mohammad, J., and Sukari, N. N. (2019). A multiple-item scale for measuring “sustainable consumption behavior” construct. Asia Pacific Journal of Marketing and Logistics, 31(4),791-816. Doi: https://doi.org/10.1108/APJML-02-2018-0047
  37. Quoquab, F., and Mohammad, J. (2020). A review of sustainable consumption (2000 to 2020): What we know and need to know. Journal of Global Marketing, 33(5), 305-334.Doi: https://doi.org/10.1080/08911762.2020.1811441
  38. Rahman, I. (2018). The interplay of product involvement and sustainable consumption: An empirical analysis of behavioral intentions related to green hotels, organic wines, and green cars. Sustainable Development, 26(4), 399–414. Doi: https://doi.org/10.1002/sd.1713
  39. Rahman, O, Fung, C. M. B., and Chen, Z. (2020). Young Chinese consumers’ choice between product-related and sustainable cues—the effects of gender differences and consumer innovativeness. Sustainibility, 12(9), 1-23. Doi: https://doi.org/10.3390/su12093818
  40. Rezvani, Z., Jansson, J., and Bengtsson, M. (2018). Consumer motivations for sustainable consumption: The interaction of gain, normative and hedonic motivations on electric vehicle adoption. Business Strategy and the Environment, 27(8), 1272-1283. Doi: https://doi.org/10.1002/bse.2074
  41. Rucker, D. D., Preacher, K. J., Tormala, Z. L., and Petty, R. E. (2011). Mediation analysis in social psychology: current practices and new recommendations. Soc Pers Psychol Compass, 56, 359–71. Doi: https://doi.org/10.1111/j.1751-9004.2011.00355.x.
  42. Saeed, R., Zameer, H., Awan, I., and Ullah, I. (2014). A study of consumer innovativeness and motivations behind adoption of innovation. International Journal of Academic Research in Business and Social Sciences, 4(7), 340-349. Doi: https://doi.org/10.6007/IJARBSS/v4-i7/1011
  43. Sagnier C., Loup-Escande E., Lourdeaux, D., Thouvenin, I., and Valléry, G. (2020). User acceptance of virtual reality: An extended technology acceptance model, International Journal of Human-Computer Interaction, Doi: https://doi.org/10.1080/10447318.2019.1708612.
  44. Sarı, S., and Topçuoğlu, F. (2019). A study on the sustainable consumption behaviors of personality types. Süleyman Demirel University Journal of the Faculty of Economics and Administrative Sciences, 24(2), 159-169.
  45. Schiavo, F. T., Calili, R. F., de Magalhães, C. F., and Fróes, I. C. G. (2021). The meaning of electric cars in the context of sustainable transition in Brazil. Sustainability, 13(19), 11073. Doi: https://doi.org/10.3390/su131911073.
  46. Shanmugavel, N., and Michael, M. (2022). Exploring the marketing-related stimuli and personal innovativeness on the purchase intention of e-vehicles through the Technology Acceptance Model. Cleaner Logistics and Supply Chain, 3, 100029. Doi: https://doi.org/10.1016/j.clscn.2022.100029
  47. Sinnappan, P., and Rahman, A. A. (2011). Antecedents of green purchasing behavior among Malaysian consumers. International Business Management, 5(3), 129-139. Doi: https://doi.org/10.3923/ibm.2011.129.139
  48. Şenbabaoğlu, E. and Parıltı, N. (2019). Bibliometric analysis of consumer innovation with visual mapping technique, Third Sector Journal of Social Economics, 54(2), 713-730. Doi: https://doi.org/10.15659/3.sektor-sosyal-ekonomi.19.05.1119
  49. Tabachnick, B. G., and Fidell, L. S. (2007). Using multivariate statistics (5th ed.). New York: Allyn and Bacon.
  50. Tatar, A. (2021). The effect of sensitivity to environmental problems on sustainable consumption behavior. International Journal of Management and Administration, 5(9), 103-117.
  51. Tellis, G. J., Yin, E., and Bell, S. (2009). Global consumer innovativeness: Cross-country differences and demographic commonalities. Journal of International Marketing, 17(2),1–22. Doi: https://doi.org/10.1509/jimk.17.
  52. Ulusoy, G., Civek, F., and Ediş, L. B. (2021). A research on the determination of the impact of consumer innovation on an intention of purchasing online simulated products. Kahramanmaraş Sütçü İmam University Journal of the Faculty of Economics and Administrative Sciences, 11(1), 91-107. Doi: https://doi.org/10.47147/ksuiibf.804235
  53. Umud, H. (2019). Hedonic consumption approach in consumer purchasing style: An application on GSM operator users (Master's Thesis). Pamukkale University Institute of Social Sciences, Denizli.
  54. Uzel, E. (2015). The Effect of Drivers' Basic Motives on Electric Vehicle Purchase Intention: A Quantitative Study on Vehicle Drivers in Istanbul, 20. National Marketing Congress, 365–376, Anadolu University, Eskisehir.
  55. Vandecasteele, B., and Geuens, M. (2010). Motivated consumer innovativeness: Concept, measurement, and validation. International Journal of Research in Marketing, 27(4), 308-318. Doi: https://doi.org/10.1016/j.ijresmar.2010.08.004
  56. Van Nes, N., and Cramer, J. (2006). Product lifetime optimization: a challenging strategy towards more sustainable consumption patterns. Journal of Cleaner Production, 14(15-16), 1307-1318. Doi: https://doi.org/10.1016/j.jclepro.2005.04.006
  57. Wang, C., Ghadimi, P., Lim, M. K., and Tseng, M. L. (2019). A literature review of sustainable consumption and production: A comparative analysis in developed and developing economies. Journal of Cleaner Production, 206, 741-754. Doi: https://doi.org/10.1016/j.jclepro.2018.09.172
  58. Wang, S., Fan, J., Zhao, D., Yang, S., and Fu, Y. (2016). Predicting consumers’ intention to adopt hybrid electric vehicles: using an extended version of the theory of planned behavior model, Transportation, Springer, 43(1), 123-143. Doi: https://doi.org/10.1007/s11116-014-9567-9
  59. Yaşlıoglu, M. M. (2017). Factor analysis and validity in social sciences: Using exploratory and confirmatory factor analyses. Journal of Istanbul University Faculty of Business Administration, 46, 74-85.
  60. Ye, F., Kang, W., Li, L., and Wang, Z. (2021). Why do consumers choose to buy electric vehicles? A paired data analysis of purchase intention configurations. Transportation Research Part A: Policy and Practice, 147, 14–27. Doi: https://doi.org/10.1016/j.tra.2021.02.014
  61. Yordanova, T. (2019). Inherent consumer innovativeness: Essence, dimensions and gender differences, Humanities and Social Sciences, 6, 98-109.
  62. Zhang, F., Sun, S., and Victor, C. (2020). Consumer innovativeness, product innovation, and competent toy innovative ecteronic, Commerce Research, and Applications, 41–100974. Doi: https://doi.org/10.1016/j.elerap.2020.100974