Z Kuşağının Yeşil Tüketim Davranışları: Yiyecek-içecek İşletmesi Müşterileri Üzerine Bir Uygulama (Green Consumption Behaviors of Generation Z: An Application on Food and Beverage Business Customers)
DOI:
https://doi.org/10.21325/jotags.2021.866Keywords:
Generation Z, Environmental consciousness, Green consumption, Green consumption behaviourAbstract
The aim of this research is to investigate the green consumption behaviors of the generation Z within the value-attitude-behavior (VAB) relationship. As of 2021, when the data collection process was carried out, the generation Z who subject to the research is between the ages of 9 and 26. Consumers between the ages of 18-26 (n=413) were attach to the study, considering some ethic values and limitations of application for the participants under 18 years old. Data were collected by questionnaire. The reliability of the questionnaire, which consists of three parts: environmental consciousness (value), attitudes towards green products and green purchasing behavior, has been determined by the Cronbach’s alpha (α) coefficient; its construct validity has been determined by Exploratory Factor Analysis. Path Analysis has been used to test the hypothesis. According to the conclusions of the research, the environmental consiciouness of consumers; its effect on attitudes towards green consumption and eco-social benefits (H1a:ß=0.83; p<0.001) and on green product knowledge (H2b:ß=0.74; p<0.001) is positively and significant. While the effect of attitudes towards green consumption and eco-social benefits on green product purchasing behavior (H2a:ß=0.41; p<0.01) was positively and significant; The effect of attitudes towards green product knowledge on green product purchasing behavior is negatively and insignificant. Accordingly, it is recommended to discuss studies in which the moderator effects of factors such as price and product quality, which are thought to be effective in green consumption, are also discussed.
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