Özet:

For years excessive consumption by people has caused environmental damage which in turn has become a great threat to humankind. As the depletion of resources continue to increase year after year, its negative outcomes are becoming even more apparent in recent times. The Covid-19 pandemic, the climate crisis, etc has increased the future anxiety of people and hence has caused everyone to be more aware of the issue of sustainability. The expectations of consumers about sustainability is not only limited to the actions of the governments and firms but also leads many to evaluate their own individual consumption patterns and life styles as well. Taking all of these into consideration it is surprising that future anxiety has not received enough attention in academic studies. Moreover, its effects on consumption, brand attitude and purchase intention has not been examined causing a major gap in literature. Thus the aim of this study is to assess the effect of future anxiety on consciousness for sustainable consumption and their effects on brand attitude and purchase intention. Convenience sampling and online survey method were used and a total of 414 surveys from Arçelik users were collected. The result of Structural Equation Modelling analysis shows that future anxiety has a significant effect on consciousness for sustainable consumption, consciousness for sustainable consumption has a significant effect on brand attitude and brand attitude has a significant effect on purchase intention. However, future anxiety and consciousness for sustainable consumption do not have any direct effects on purchase intention.

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