Cilt 6 Sayı 3 (2018): BUSINESS & MANAGEMENT STUDIES: AN INTERNATIONAL JOURNAL
Makaleler

YEŞİL KALİTE ALGISI VE YEŞİL İMAJ ALGISININ MARKA İÇİN DAHA FAZLA ÖDEME İSTEĞİ ÜZERİNDEKİ ETKİSİNİN SAPTANMASI: YEŞİL GÖZ BOYAMANIN DÜZENLEYİCİ ROLÜ

Mehmet Zahid ECEVİT
Galatasaray Üniversitesi, Sosyal Bilimler Enstitüsü, İşletme Bölümü

Yayınlanmış 2018-11-29

Anahtar Kelimeler

  • Yeşil Göz Boyama,
  • Yeşil Kalite,
  • Yeşil Marka İmajı,
  • Daha Fazla Ödeme Niyeti

Nasıl Atıf Yapılır

ECEVİT, M. Z. (2018). YEŞİL KALİTE ALGISI VE YEŞİL İMAJ ALGISININ MARKA İÇİN DAHA FAZLA ÖDEME İSTEĞİ ÜZERİNDEKİ ETKİSİNİN SAPTANMASI: YEŞİL GÖZ BOYAMANIN DÜZENLEYİCİ ROLÜ. Business & Management Studies: An International Journal, 6(3), 482–496. https://doi.org/10.15295/bmij.v6i3.296

Özet

Yapılan araştırmalar kalite algısı ve marka imajında olduğu gibi yeşil kalite algısının ve yeşil marka imajının marka performansına pozitif etki yaptığını ortaya koymaktadır. Bu çalışma ile yeşil kalite algısı ve yeşil marka imajının marka performans göstergelerinden olan daha fazla ödeme isteğine olan pozitif etkisini ortaya koymak, aynı zamanda yeşil göz boyamanın bu ilişkideki etkisini tespit etmek amaçlanmaktadır. Araştırma kapsamında belirlenen beyaz eşya markası ile ilgili 250 katılımcıya sorular yöneltilmiştir. Toplanan veriler regresyon analizi ile test edilmiş ve beklendiği gibi yeşil imaj algısı ve yeşil kalite algısı arttıkça tüketicilerin marka için daha fazla ödemeye razı olduğu tespit edilmiştir. Bununla birlikte marka ile ilgili yeşil göz boyama algısı yüksek olan tüketicilerde kalite ve imaj algısının etkisinin önemli ölçüde azaldığı sonucuna ulaşılmıştır.

İndirmeler

İndirme verileri henüz mevcut değil.

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