THE EFFECTS OF GREEN ADS ON CUSTOMERS’ PURCHASE DECISION: THE MODERATING ROLE OF GENERATIONS / YEŞİL REKLAMLARIN TÜKETİCİ SATIN ALMA KARARLARI ÜZERİNE ETKİSİ: KUŞAKLARIN DÜZENLEYİCİ ROLÜ
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Abstract
The rapid increase in environmental problems that threaten the ecological balance, global problems that threaten people's quality of life and the search for solutions have increased the importance of concepts such as social responsibility, green marketing and green advertising. Businesses have started to take this sensitivity into account in their products and advertisements to create competition and difference. In this study, the effect of green advertisements on the consumer purchasing decision process and the moderator role played by generations on this effect were investigated. Results attained in this research indicate that generations play a moderator role in the effect of green advertisements on purchasing decisions. Besides, the moderator role of generations is decreasing from generation X to generation Y and Z.
Ekolojik dengeyi tehdit etmekte olan çevresel sorunların hızla artması, insanların yaşam kalitesini tehdit eden küresel sorunlar ve bunlara çözüm arayışları sosyal sorumluluk, yeşil pazarlama ve yeşil reklam gibi kavramların önemini arttırmıştır. İşletmeler rekabet ve farklılık oluşturabilmek için ürünlerinde ve reklamlarında bu hassasiyeti dikkate almaya başlamışlardır. Bu çalışmada yeşil reklamların tüketici satın alma karar sürecine etkisi ve bu etki üzerinde kuşakların oynadığı düzenleyici rol araştırılmıştır. Bu araştırmada elde edilen sonuçlar, yeşil reklamların satın alma kararları üzerindeki etkisinde kuşakların düzenleyici rol oynadığını göstermektedir. Ayrıca X kuşağından Y ve Z kuşağına doğru kuşakların düzenleyici rolü azalmaktadır.
Keywords
Abstract
The rapid increase in environmental problems that threaten the ecological balance, global problems that threaten people's quality of life and the search for solutions have increased the importance of concepts such as social responsibility, green marketing and green advertising. Businesses have started to take this sensitivity into account in their products and advertisements to create competition and difference. In this study, the effect of green advertisements on the consumer purchasing decision process and the moderator role played by generations on this effect were investigated. Results attained in this research indicate that generations play a moderator role in the effect of green advertisements on purchasing decisions. Besides, the moderator role of generations is decreasing from generation X to generation Y and Z.