İşletmelerin yeşil pazarlama uygulamaları çerçevesinde yaptıkları kurumsal sosyal sorumluluk faaliyetlerine yönelik tüketici algısının marka güveni, marka sadakati ve satın alma niyetine etkisi
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Dosyalar
Tarih
2023
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Bursa Teknik Üniversitesi, Lisansüstü Eğitim Enstitüsü
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Günümüz dünyasında teknolojik gelişmelerin hızla ilerlemesi ve bilginin kolaylıkla ulaşılabilir olması tüketicileri daha bilinçli hale getirmiştir. Bilinçlenen tüketicinin işletmelerden beklentileri öncesinde sadece iyi, kaliteli ürün ve hizmet üretmeleri iken şimdilerde kaliteli ürün ve hizmet üretmenin yanı sıra üretim faaliyetlerinin doğaya zarar vermeden yürütülmesi ve sorumlulukların yerine getirilmesidir. Bu gelişmeler sonucunda kurumsal sosyal sorumluluk kavramı büyük bir önem kazanmış ve işletmeler için rekabet unsuru olarak kullanılmaya başlanmıştır. Bu noktadan hareketle bu çalışmada yeşil pazarlama faaliyetleri çerçevesinde kurumsal sosyal sorumluluk faaliyetlerine yönelik tüketici algısı ile marka güveni, marka sadakati ve satın alma niyeti arasında nasıl ve ne yönde bir ilişki olduğu araştırılmıştır. Araştırmanın evrenini 18 yaş üstü Türkiye'de yaşayan tüketiciler oluşturmuştur. Verilerin toplanmasında kolayda örnekleme yöntemi ile belirlenen 356 kişi ankete katılmıştır. Araştırmada algı ölçeği, güven ölçeği, sadakat ölçeği ve satın alma niyeti ölçeği kullanılmıştır. Verilerin analizinde istatistiksel paket programları kullanılmıştır. Verilerin analizinde frekans analizi, açıklayıcı faktör analizi, doğrulayıcı faktör analizi kullanılmış, yakınsak ve ayrışım geçerliliklerine bakılmıştır. Son olarak katılımcıların ölçeklerde yer alan ifadelere katılma derecelerinin demografik özelliklerine göre farklılaşıp farklılaşmadığını tespit etmek için t testi yapılmıştır. Çalışma sonucunda kurumsal sosyal sorumluluk algısının güven, satın alma niyeti ve sadakat üzerinde etkisi olduğu bulunmuştur. Ayrıca kurumsal sosyal sorumluluk faaliyeti yürüten işletmelere olan marka güveninin satın alma niyeti üzerinde etkisi olduğu gözlemlenmiştir. Bunun yanı sıra kurumsal sosyal sorumluluk faaliyeti yürüten işletmelere olan marka sadakatinin satın alma niyeti üzerinde etkisi olduğu bulunmuştur. Demografik değişkenlerden yaş, eğitim düzeyi ve gelir durumu eşit dağılım göstermediği için analize tabi tutulmamıştır. Tüketicilerin cinsiyetlerinin sosyal sorumluluk algısını, güveni, sadakati, satın alma niyetini etkilemediği gözlemlenmiştir. Medeni durumun ise algı ve güveni etkilemediği fakat sadakat ve satın alma niyetini etkilediği sonucuna ulaşılmıştır. Bekar olan tüketeticilerin sadakat ortalaması evli olan tüketicilere göre daha yüksek bulunmuş fakat satın alma niyeti ortalaması evli olan tüketicilerin bekar olan tüketicilere göre daha yüksek olduğu ortaya çıkmıştır.
In today's world, the rapid progress of technological developments and the easy access to information have made consumers more aware. While the expectations of the conscious consumer from the enterprises were to produce only good, high-quality products and services before, it is now to produce high-quality products and services, as well as to carry out production activities without harming nature and to fulfill their responsibilities. As a result of these developments, the concept of corporate social responsibility gained great importance and started to be used as a competitive element for businesses. Based on this information, the study Decisively investigated how and in what direction there is a relationship between consumer perception, brand trust, brand loyalty and purchase intention of corporate social responsibility practices within the scope of green marketing activities. The universe of the research consists of consumers over the age of 18 living in Turkey. In the collection of the data, 356 people determined by the easy sampling method participated in the survey. In the research, perception scale, trust scale, loyalty scale and purchase intention scale were used. In the analysis of the data, statistical package programs was used. In the analysis of the data, frequency analysis, explanatory factor analysis, confirmatory factor analysis were used, and convergent and divergence validations were examined. Finally, the t test was performed to determine whether the degree of participation of the participantsin the statements included in the scales differ according to their demographic characteristics. According to the results obtained from the study, it was found that the perception of corporate social responsibility has an effect on trust, purchase intention and loyalty. In addition, it has been observed that the trust in businesses that carry out corporate social responsibility activities has an effect on the purchase intention. In addition, it has been found that loyalty to businesses that carry out corporate social responsibility activities has an effect on purchase intention. Demographic variables such as age, education level and income were not analyzed because they did not show an equal distribution. It has been observed that the gender of consumers does not affect the perception of social responsibility, trust, loyalty, purchase intention. It has been concluded that marital status does not affect perception and trust, but affects loyalty and purchase intention. It has been concluded that marital status does not affect perception and trust, but affects loyalty and purchase intention. The average loyalty of single consumers was found to be higher than married consumers, but the average purchase intention of married consumers was found to be higher than single consumers.
In today's world, the rapid progress of technological developments and the easy access to information have made consumers more aware. While the expectations of the conscious consumer from the enterprises were to produce only good, high-quality products and services before, it is now to produce high-quality products and services, as well as to carry out production activities without harming nature and to fulfill their responsibilities. As a result of these developments, the concept of corporate social responsibility gained great importance and started to be used as a competitive element for businesses. Based on this information, the study Decisively investigated how and in what direction there is a relationship between consumer perception, brand trust, brand loyalty and purchase intention of corporate social responsibility practices within the scope of green marketing activities. The universe of the research consists of consumers over the age of 18 living in Turkey. In the collection of the data, 356 people determined by the easy sampling method participated in the survey. In the research, perception scale, trust scale, loyalty scale and purchase intention scale were used. In the analysis of the data, statistical package programs was used. In the analysis of the data, frequency analysis, explanatory factor analysis, confirmatory factor analysis were used, and convergent and divergence validations were examined. Finally, the t test was performed to determine whether the degree of participation of the participantsin the statements included in the scales differ according to their demographic characteristics. According to the results obtained from the study, it was found that the perception of corporate social responsibility has an effect on trust, purchase intention and loyalty. In addition, it has been observed that the trust in businesses that carry out corporate social responsibility activities has an effect on the purchase intention. In addition, it has been found that loyalty to businesses that carry out corporate social responsibility activities has an effect on purchase intention. Demographic variables such as age, education level and income were not analyzed because they did not show an equal distribution. It has been observed that the gender of consumers does not affect the perception of social responsibility, trust, loyalty, purchase intention. It has been concluded that marital status does not affect perception and trust, but affects loyalty and purchase intention. It has been concluded that marital status does not affect perception and trust, but affects loyalty and purchase intention. The average loyalty of single consumers was found to be higher than married consumers, but the average purchase intention of married consumers was found to be higher than single consumers.
Açıklama
Anahtar Kelimeler
İşletme, Business Administration
