THE DOMINANT EFFECT OF EMOTIONAL RESPONSES ON ACTUAL GREEN PURCHASE BEHAVIOR: SEGMENTS OF TURKISH YOUNG GENERATION.
Journal Title: European Journal of Business and Social Sciences - Year 2015, Vol 4, Issue 2
Abstract
The purpose of this study is to empirically investigate effect of emotional responses toward environmental issues and level of ecological knowledge on consumers’ green intentions and actual green purchase behaviors and, segmentation young customers based on their these characteristics. A survey research was conducted on young Turkish people in Hatay, Turkey. In order to test the hypotheses, ANOVA, Structural Equation Modeling and Cluster Analysis were used. Research findings show that the emotional responses of young consumers play a full mediating role between ecological knowledge and intention and, between ecological knowledge and actual purchase. In addition, young people taking a course on environmental issues tend to have stronger emotional responses and involvement in actual green purchase than those not taking any course. Five clusters of young people were identified based on their personal characteristics: Insensitive group, hypersensitive group, mid-sensuality group, emotional group, and emotional but uninformed group.
Authors and Affiliations
Tulin URAL| (Corresponding Author) Assoc.Prof. Faculty of Economics and Administrative Sciences, Marketing Department, Mustafa Kemal University, Tayfur Sokmen Campus, Antakya, Hatay, Turkey; Phone: +90 326 2455845-1242, E-mail: tulin-ural@hotmail.com; tural@mku.edu.tr, Omer Faruk COŞKUN| Specialist. Mustafa Kemal University, Social Sciences Institute, Tayfur Sokmen Campus, Antakya, Hatay, Turkey; Phone: +90 326 2455845, E-mail: farukcosk@gmail.com, Dilek EFE| Specialist. Mustafa Kemal University, Social Sciences Institute, Tayfur Sokmen Campus, Antakya, Hatay, Turkey; Phone: +90 326 2455845, E-mail: dilekefe0606@hotmail.com, Adem AVARA| Specialist. Mustafa Kemal University, Social Sciences Institute, Tayfur Sokmen Campus, Antakya, Hatay, Turkey; Phone: +90 326 2455845, E-mail: avaraadem@gmail.com
Keywords
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- EP ID EP10591
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