Akademik Veri Yönetim Sistemi
2024 Academy of Marketing Science Annual Conference, Florida, Amerika Birleşik Devletleri, 22 - 24 Mayıs 2024, ss.94-106, (Tam Metin Bildiri)
Green marketing is currently one of the most prominent topics in today's world. Consequently, consumer behaviors regarding green products have gained significant importance for businesses. In their pursuit of eco-friendliness, businesses must also prioritize understanding customer perceptions. This study aims to provide a novel perspective on the "Theory of Planned Behavior" (TPB) by incorporating environmental concern, perceived environmental knowledge, and perceptions of greenwashing into the realm of green marketing. This research investigates the influence of TPB components on consumers' intentions to purchase environmentally friendly products. Data was collected through an online survey, resulting in 530 valid and complete responses. The study's findings reveal that TPB components, including perceived behavioral control, attitude, and subjective norms, positively impact consumers' intentions to purchase green products. Additionally, the supplementary factors examined in this study demonstrate significant effects. Specifically, environmental concern and environmental knowledge exert positive influences, while perceptions of greenwashing have a negative impact on green purchase intentions. In conclusion, this study offers practical recommendations for businesses striving to adopt green practices.