Yeşil Satın Alma Niyetini Etkileyen Faktörler: Bütünleştirilmiş Bir Model

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.