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Amaç: Çevre dostu tüketim davranışı, çevreye yararlı, geri dönüştürülebilen ve topluma zarar vermeyen ürünlerin tüketimini ifade etmektedir. Bu çalışmada, ekolojik okuryazarlığın, çevreye yönelik tutumun ve sübjektif normun çevre dostu tüketim davranışı üzerinde etkili olup olmadığını ortaya çıkarmak amaçlanmaktadır. Yöntem: Veri toplama metodu olarak yüz yüze anket yöntemi seçilerek 406 tüketici üzerinde uygulanmıştır. Verilerin analizinde SPSS paket programı kullanılmış Korelasyon ve Regresyon Analizi yapılmıştır. Bulgular: Yapılan analizlerle, çevre dostu tüketim davranışı üzerinde ekolojik okuryazarlığın ve sübjektif normların etkili olduğu, fakat çevreye yönelik tutumların etkili olmadığı sonucu elde edilmiştir. Özgünlük: Yoğun literatür taraması sonucu, çevre dostu tüketim davranışı üzerinde en fazla etkiye sahip olan değişkenler belirlenerek araştırma modeli oluşturulmuştur. Çalışmanın bulguları, çevre dostu tüketime önem veren üretim ve pazarlama yöneticilerine, çevre dostu ürünler tüketmek isteyen tüketicilere faydalı olacaktır.
Environmentally friendly consumption behavior refers to the consumption of products that are beneficial to the environment, recyclable and that do not harm society. This study aims to find out whether ecological literacy, environmental attitude and subjective norms have an impact on environmentally friendly consumption behavior. Method: Data collection method has been applied to 406 consumers by selecting the face-to-face survey method. In the analysis of the data, the SPSS package program used Correlation and Regression Analysis was performed. Results: The analysis has found that ecological literacy and subjective norms have an effect on environmentally friendly consumption behavior, but attitudes towards the environment have not been effective. Originality: The research model has been created by determining the variables that have the most impact on environmentally friendly consumer behavior as a result of intensive literature scan. The findings of the study will be beneficial to the manufacturing and marketing managers who care about environmentally friendly consumption, consumers who want to consume environmentally friendly products.
Purpose: Environmentally friendly consumption behavior refers to the consumption of products that are environmentally beneficial, recyclable, and not harmful to society. In this study, it is aimed to find out whether ecological literacy, environmental attitude, and subjective norm are effective on environmentally friendly consumption behavior. Methodology: As a method of data collection, a face to face questionnaire was applied to 406 consumers. For data analyzing the SPSS packet program was used and Correlation and Regression Analysis were applied. Findings: With conducted analyzes, the conclusion reached that ecological literacy, subjective norms have an effect but attitude towards the environment doesn’t have an effect on environmental friendly consumption behavior. Originality: As a result of an intensive literature review, the variables that have the highest impact on environmentally friendly consumption behavior were determined and a research model was created. The findings of the study will be beneficial to production and marketing managers who value environmentally friendly products and to consumers who want to consume environmentally friendly products.
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