Abstract:

This study aims to examine the effect of environmental concern and perceived marketplace influence on green product purchasing behavior. In addition, it examines the effect of environmental sustainability awareness and environmental concern on green product purchasing behavior in the attitude-intention relationship. Snowball sampling method was preferred in the research and data were collected with the help of an online survey. In the evaluation phase of the developed model, firstly explanatory and confirmatory factor analysis was performed, and then path analysis was performed to determine the strength and effect level of the relationships in the model. As a result of the analysis, it was determined that the tested model provided an acceptable fit. Research findings show that environmental sustainability awareness strongly (0.87) directly affects environmental concern, whereas it does not have a direct effect on attitude towards green products. It was also observed that the indirect (0.49) effect of environmental concern on the perceived marketplace influence on green product purchasing behavior is higher than its direct (0.33) effect. These results reveal the direct and indirect effects of the perceived marketplace influence on the green product purchasing behavior of environmentally concerned consumers. As this research provides clues about the determinants of green product purchasing behavior, practitioners can; it contributes to theorists as it reveals the role of the perceived marketplace influence, which has been studied in a limited way in the literature, in green product purchasing behavior.

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