{"id":4184,"date":"2018-10-26T22:45:56","date_gmt":"2018-10-26T19:45:56","guid":{"rendered":"https:\/\/www.berjournal.com\/?p=4184"},"modified":"2018-10-27T17:06:03","modified_gmt":"2018-10-27T14:06:03","slug":"the-mediation-effect-of-green-marketing-activities-on-green-brand-awareness-and-consumer-purchase-intention","status":"publish","type":"post","link":"https:\/\/www.berjournal.com\/tr\/the-mediation-effect-of-green-marketing-activities-on-green-brand-awareness-and-consumer-purchase-intention","title":{"rendered":"Ye\u015fil Pazarlama Faaliyetlerinin Ye\u015fil Marka Fark\u0131ndal\u0131\u011f\u0131 ve T\u00fcketici Sat\u0131n Alma Niyeti \u00dczerindeki Arac\u0131l\u0131k Etkisi"},"content":{"rendered":"

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Makale Bilgileri<\/td>\n<\/tr>\n
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Dergi:<\/td>\nBusiness and Economics Research Journal<\/td>\n<\/tr>\n
Makalenin Ba\u015fl\u0131\u011f\u0131:<\/td>\nYe\u015fil Pazarlama Faaliyetlerinin Ye\u015fil Marka Fark\u0131ndal\u0131\u011f\u0131 ve T\u00fcketici Sat\u0131n Alma Niyeti \u00dczerindeki Arac\u0131l\u0131k Etkisi<\/td>\n<\/tr>\n
Yazar(lar):<\/td>\nB\u00fclent \u00d6zsa\u00e7cmac\u0131<\/td>\n<\/tr>\n
Cilt:<\/td>\n9<\/td>\n<\/tr>\n
Say\u0131:<\/td>\n4<\/td>\n<\/tr>\n
Y\u0131l:<\/td>\n2018<\/td>\n<\/tr>\n
Sayfa:<\/td>\n945-960<\/td>\n<\/tr>\n
ISSN:<\/td>\n2619-9491<\/td>\n<\/tr>\n
DOI Numaras\u0131:<\/td>\n10.20409\/berj.2018.149<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/td>\n<\/tr>\n
\u00d6z<\/td>\n<\/tr>\n
Bu \u00e7al\u0131\u015fma, ye\u015fil pazarlama faaliyetlerinde, ye\u015fil marka fark\u0131ndal\u0131\u011f\u0131 ile t\u00fcketici sat\u0131n alma niyetleri aras\u0131ndaki ili\u015fkinin incelenmesini ama\u00e7lamaktad\u0131r. Bu ara\u015ft\u0131rma, nicel tabanl\u0131 ili\u015fkisel tarama modelinde betimsel bir \u00e7al\u0131\u015fmad\u0131r. Ara\u015ft\u0131rmada elde edilen veriler, yap\u0131sal e\u015fitlik modelinin analizi i\u00e7in k\u0131smi en k\u00fc\u00e7\u00fck kareler (PLS) yakla\u015f\u0131m\u0131 kullan\u0131larak, de\u011fi\u015fkenler aras\u0131ndaki arac\u0131l\u0131k etkisi incelenmi\u015ftir. \u00c7al\u0131\u015fmada anket tekni\u011fi kullan\u0131larak Ankara ilinde ya\u015fayan 387 t\u00fcketici \u00fczerinde bir saha \u00e7al\u0131\u015fmas\u0131 y\u00fcr\u00fct\u00fclm\u00fc\u015ft\u00fcr. Bu \u00e7al\u0131\u015fma kapsam\u0131nda yap\u0131lan literat\u00fcr taramalar\u0131 ve hipotez analizlerine ba\u011fl\u0131 sonu\u00e7lar, t\u00fcketicilerin sat\u0131n alma davran\u0131\u015flar\u0131n\u0131n, markalar\u0131n olu\u015fturdu\u011fu ye\u015fil fark\u0131ndal\u0131ktan ve ye\u015fil pazarlama faaliyetlerinden etkilendi\u011fini g\u00f6stermektedir. PLS y\u00f6ntemi ile elde edilen sonu\u00e7lar \u0131\u015f\u0131\u011f\u0131nda ise, perakende market \u00fcr\u00fcnlerinde ye\u015fil pazarlama faaliyetlerinin ye\u015fil marka fark\u0131ndal\u0131\u011f\u0131 ile t\u00fcketici sat\u0131n alma niyeti aras\u0131ndaki ili\u015fkiye arac\u0131l\u0131k etkisi g\u00f6sterdi\u011fi anla\u015f\u0131lm\u0131\u015ft\u0131r. Bunun yan\u0131 s\u0131ra t\u00fcketicinin e\u011fitim d\u00fczeyi ve gelir durumunun ise ye\u015fil marka fark\u0131ndal\u0131\u011f\u0131 ve t\u00fcketici sat\u0131n alma niyeti aras\u0131ndaki ili\u015fkiye k\u0131smi arac\u0131l\u0131k etkisi g\u00f6stermektedir. Bu ili\u015fkilerdeki dengelerin de\u011fi\u015fmesine yol a\u00e7abilecek birtak\u0131m alt unsurlar\u0131n oldu\u011funu belirtmek gerekir. T\u00fcketicinin ara\u015ft\u0131rmaya konu olan markalara ili\u015fkin fark\u0131ndal\u0131\u011f\u0131n\u0131n hangi seviyede oldu\u011fu, ye\u015fil marka kavram\u0131n\u0131n fayda ve \u00f6zelliklerine ilgi duymas\u0131 \u00f6nemli g\u00f6stergelerdir. T\u00fcketicilerin sahip oldu\u011fu demografik ve psikografik \u00f6zellikler de bu ili\u015fkinin anla\u015f\u0131lmas\u0131nda ara\u015ft\u0131rmaya katk\u0131 sa\u011flam\u0131\u015ft\u0131r.<\/td>\n<\/tr>\n
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Anahtar Kelimeler:<\/td>\nYe\u015fil Pazarlama Faaliyetleri, Ye\u015fil T\u00fcketim, Ye\u015fil Marka Fark\u0131ndal\u0131\u011f\u0131, Sat\u0131n Alma Niyeti, Arac\u0131l\u0131k Etkisi<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/td>\n<\/tr>\n
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JEL S\u0131n\u0131fland\u0131rmas\u0131:<\/td>\nM31, M37<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n
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Makale Bilgileri Dergi: Business and Economics Research Journal Makalenin Ba\u015fl\u0131\u011f\u0131: Ye\u015fil Pazarlama Faaliyetlerinin Ye\u015fil Marka Fark\u0131ndal\u0131\u011f\u0131 ve T\u00fcketici Sat\u0131n Alma Niyeti \u00dczerindeki Arac\u0131l\u0131k Etkisi Yazar(lar): B\u00fclent \u00d6zsa\u00e7cmac\u0131 Cilt: 9 Say\u0131: 4 Y\u0131l: 2018 Sayfa: 945-960 ISSN: 2619-9491 DOI Numaras\u0131: 10.20409\/berj.2018.149 \u00d6z Bu \u00e7al\u0131\u015fma, ye\u015fil pazarlama faaliyetlerinde, ye\u015fil marka fark\u0131ndal\u0131\u011f\u0131 ile t\u00fcketici sat\u0131n alma niyetleri aras\u0131ndaki […]<\/p>\n

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