Özet:

This study had two fundamental aims. The first was to determine effectiveness as psychographics features and collectivism have an effect on green purchase behavior of consumers. The second was to determine whether environmental concern and perceived consumer effectiveness have a mediator role in the relationship between green purchase behavior and collectivism. Data were gathered from consumers via survey. The questionnaire used in the survey was conducted to a convenience sample of consumers from Adana, Turkey through a self-administered questionnaire. Regression analysis and mediation analysis were used to test the hypotheses. The findings suggested that green purchase behavior was affected by environmental concern, perceived consumer effectiveness, and collectivism positively. The findings, also, clearly showed that environmental concern and perceived consumer effectiveness play a fundamental role both in terms of the direct impact on the green purchase behavior and the indirect effect as a mediator on how collectivism affect it. One of the expected major contributions of this study for consumer behavior literature and practitioners is to provide an explanation why and how there is an observed relation between green purchase behavior and collectivism by using mediation in examination green behavior of consumers

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