Yıl 2019, Cilt 10 , Sayı 17, Sayfalar 370 - 394 2019-03-31

Yeşil Tutumunun Davranışsal Niyet Türlerine Etkisi: Yeşil İmajın Aracılık Rolü
The Effect of Green Attitude on Behavioral Intention: The Mediation Role of Green Image

Üzeyir KEMENT [1]


Bu araştırmanın amacı yeşil tutumun davranışsal niyeti türlerine (ziyaret etme niyeti, tavsiye etme niyeti ve daha fazla ödemeye razı olma) etkisini incelemektir. Ayrıca yeşil tutum ile davranışsal niyet türleri arasında yeşil imajın aracılık rolünün tespit edilmesi amaçlanmaktadır. Türkiye’de faaliyet gösteren yeşil otelleri ziyaret eden otel müşterileri araştırmanın evrenini oluşturmaktadır. Araştırma kapsamında kolayda örneklem metoduyla seçilen 391 yeşil otel müşterisine 2017 Haziran-Ekim ayları arasında anket formu uygulanmıştır. Araştırmada elde edilen veriler nicel veri analiz yöntemleri kullanılarak incelenmiştir. Hipotezlerin test edilmesi aşamasında Amos paket programı aracılığıyla yol analizinden faydalanılmıştır. Araştırma sonuçları incelendiğinde, yeşil tutumun ziyaret niyeti, tavsiye etme niyeti ve daha fazla ödemeye razı olma boyutlarına olumlu yönde etkisi olduğu tespit edilmiştir. Ayrıca yeşil imajın; yeşil tutum ile ziyaret niyeti, tavsiye niyeti ve daha fazla ödemeye razı olma arasında olumlu yönde aracılık ettiği sonuçlarına ulaşılmıştır.

The aim of this research is to examine the effect of attitude toward green behaviors on the types of behavioral intention (visit intention, word-of-mouth intention and willingness to pay more). Also, it is aimed to determine the mediating role of green image between attitude toward green behaviors and behavioral intention types. Customers who visited hotel green hotels in Turkey is the universe of the study. In the scope of the study, 391 green hotel customers, who were selected easily by sampling method, were administered a questionnaire form between June-October 2017. The data obtained from the study were analyzed by using quantitative data analysis methods. Path analysis was performed through Amos package program during the testing of hypotheses. When the results of the research are examined, it is determined that the green attitude has a positive effect on the visit intention, the word-of-mouth intention and the willingness to pay more. Green image has mediation effect on green attitude and visit intention, word-of-mouth intention and willingness to pay more.

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Orcid: 0000-0002-3190-9079
Yazar: Üzeyir KEMENT (Sorumlu Yazar)
Kurum: BİNGÖL ÜNİVERSİTESİ, BİNGÖL SOSYAL BİLİMLER MESLEK YÜKSEKOKULU
Ülke: Turkey


Tarihler

Yayımlanma Tarihi : 31 Mart 2019

APA Kement, Ü . (2019). Yeşil Tutumunun Davranışsal Niyet Türlerine Etkisi: Yeşil İmajın Aracılık Rolü . OPUS Uluslararası Toplum Araştırmaları Dergisi , 10 (17) , 370-394 . DOI: 10.26466/opus.502908