Abstract:

The environmental awareness movement that started towards the end of the twentieth century has continued expanding. Recycling, or reusing waste materials as raw materials in manufacturing with varied methods, is an essential subject for today's society and the business world. Operating eco-friendly is the primary concern of green, social, and sustainable marketing. According to scholars, environmental sustainability should not be an individualistic concern for a person or a government instead, it should be a global consideration. Recycling and environmental issues are also essential topics in Türkiye. Related to the constantly growing volume of processed waste and the disposal and recovery facilities in Türkiye, this empirical study aims to contribute to this challenging global subject to clarify Turkish consumers' involvement with recycled products and the impacts of their participation on their pro-environmental behavior. The moderating effect of sociodemographic variables on the bond between personal involvement and pro-environmental behavior is also questioned in this inquiry. A descriptive study is realized via an online questionnaire distributed to 422 participants. A structural equation model is constructed, and the hypotheses are tested with AMOS 21. The personal significance and hedonic involvement components of the personal involvement inventory influence consumers' pro-environmental purchasing activities and psychographics. Gender, age, marital status, education, profession, and family size moderate the bond between personal involvement and consumers' pro-environmental behavior for the examined sample in Türkiye.

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