Affiliation:
1. UFUK ÜNİVERSİTESİ, MESLEK YÜKSEKOKULU
2. GİRESUN ÜNİVERSİTESİ
Abstract
Within the framework of an integrated model, the primary objective of this study is to identify how risk, value, quality, trust, and viral communication influence green purchase intentions. In order to achieve this objective, a survey study was carried out in Ankara, and the resulting data were evaluated. As an application area, the ready-made apparel and garment sector is picked. The results indicate that perceived value, quality, and viral communication are effective in increasing consumers' intents to purchase green, ready-made apparel products. On the other hand, it has been determined that perceived risk and trust do not influence consumers' intentions for these products. Moreover, purchasing intentions for green ready-to-made clothing have a positive influence on purchasing behavior.
Publisher
Eskisehir Osmangazi University Journal of Economics and Administrative Sciences
Reference85 articles.
1. Aaker, D. A. (1996), Building Strong Brands, New York: Free Press.
2. Akehurst, G., Afonso, C., & Gonçalves, H.M. (2012), “Re-examining Green Purchase Behaviour and The Green Consumer Profile: New Evidences”, Management Decision, Vol: 50, No. 5: 972-988.
3. Akturan, U. (2018), “How Does Greenwashing Affect Green Branding Equity and Purchase Intention? An Empirical Research”, Marketing Intelligence and Planning, Vol: 36, No. 7: 809–824.
4. Al-Gasawneh, J., & Al-Adamat, A. (2020), “The Mediating Role of E-Word of Mouth on The Relationship Between Content Marketing and Green Purchase Intention”, Management Science Letters, Vol.10, No.8: 1701-1708.
5. Ansu-Mensah, P. (2021), “Green Product Awareness Efect on Green Purchase Intentions of University Students’: An Emerging Market’s Perspective”, Future Business Journal, Springer, Vol: 7, No. 1: 1-13.