EXPLORING THE ROLE OF GREEN WORD-OF-MOUTH IN SHAPING GREEN BRAND IMAGE AND GREEN PURCHASE INTENTIONS: A MEDIATED MODEL

Saied Khalid Sadat; Cem Karayalçın

Makale detayları

EXPLORING THE ROLE OF GREEN WORD-OF-MOUTH IN SHAPING GREEN BRAND IMAGE AND GREEN PURCHASE INTENTIONS: A MEDIATED MODEL

Yazarlar:

Saied Khalid Sadat | Cem Karayalçın

Yayıncı:

Izmir Katip Celebi University

Ana Başlıklar:

Ürün ve Marka Yönetimi

Dergi:

Journal of Business Innovation and Governance Vol.8 Issue 1, pp.1-28

Belge Tipi:

Makale

Yayın Tarihi:

6/2025

Belge Dili:

İngilizce

Document ID (Org No.):

2001353936

pISSN:

2717-9559

Anahtar kelimeler:

Özet:

 The idea for protecting the environment has resulted in a shift in demand for eco-friendly products. This study investigates the relationships between green word-of-mouth WOM, green brand image, and green purchase intentions in the context of cosmetic products. In this study, convenience sampling method through an online survey has been chosen. The data of 274 participants in Antalya, Türkiye who used green cosmetic products have been analyzed using SPSS 27 and AMOS 24 software. The findings revealed a strong correlation between green brand image and purchase intentions, with consumers more likely to purchase from brands that have a positive environmental image. Moreover, green brand image partially mediated the relationship between green WOM and purchase intentions, indicating that a positive green brand image serves as an intermediary factor, converting promising green WOM into increased purchase intentions. The result implies that companies should prioritize green practices and build a strong, authentic brand image through sustainable initiatives. Positive green WOM can significantly enhance consumers perception of green brand image and boost purchase intentions. However, companies must be cautious of negative practices, as both direct and indirect relationships exist between green WOM, green brand equity, and green purchase intentions.

 The idea for protecting the environment has resulted in a shift in demand for eco-friendly products. This study investigates the relationships between green word-of-mouth WOM, green brand image, and green purchase intentions in the context of cosmetic products. In this study, convenience sampling method through an online survey has been chosen. The data of 274 participants in Antalya, Türkiye who used green cosmetic products have been analyzed using SPSS 27 and AMOS 24 software. The findings revealed a strong correlation between green brand image and purchase intentions, with consumers more likely to purchase from brands that have a positive environmental image. Moreover, green brand image partially mediated the relationship between green WOM and purchase intentions, indicating that a positive green brand image serves as an intermediary factor, converting promising green WOM into increased purchase intentions. The result implies that companies should prioritize green practices and build a strong, authentic brand image through sustainable initiatives. Positive green WOM can significantly enhance consumers perception of green brand image and boost purchase intentions. However, companies must be cautious of negative practices, as both direct and indirect relationships exist between green WOM, green brand equity, and green purchase intentions.

 The idea for protecting the environment has resulted in a shift in demand for eco-friendly products. This study investigates the relationships between green word-of-mouth WOM, green brand image, and green purchase intentions in the context of cosmetic products. In this study, convenience sampling method through an online survey has been chosen. The data of 274 participants in Antalya, Türkiye who used green cosmetic products have been analyzed using SPSS 27 and AMOS 24 software. The findings revealed a strong correlation between green brand image and purchase intentions, with consumers more likely to purchase from brands that have a positive environmental image. Moreover, green brand image partially mediated the relationship between green WOM and purchase intentions, indicating that a positive green brand image serves as an intermediary factor, converting promising green WOM into increased purchase intentions. The result implies that companies should prioritize green practices and build a strong, authentic brand image through sustainable initiatives. Positive green WOM can significantly enhance consumers perception of green brand image and boost purchase intentions. However, companies must be cautious of negative practices, as both direct and indirect relationships exist between green WOM, green brand equity, and green purchase intentions.

 Çevreyi koruma fikri, çevre dostu ürünlere olan talebe doğru bir değişim yaratmıştır. Bu çalışma, kozmetik ürünleri bağlamında yeşil kulaktan kulağa iletişim, yeşil marka imajı ve yeşil satın alma niyeti arasındaki ilişkileri araştırmaktadır. Çalışmada çevrimiçi anket ve kolayda örnekleme yöntemi seçilmiştir. Türkiyenin Antalya şehrinde yeşil kozmetik ürünleri kullanan 274 katılımcının verileri SPSS 27 ve AMOS 24 yazılımları kullanılarak analiz edilmiştir. Bulgular, yeşil marka imajı ile satın alma niyeti arasında güçlü bir ilişki olduğunu ve tüketicilerin olumlu bir çevresel imaja sahip markalardan satın alma olasılığının daha yüksek olduğunu ortaya koymuştur. Buna ek olarak, yeşil marka imajının, yeşil kulaktan kulağa iletişimin satın alma niyetine olan etkisinde kısmi aracılık rolünün bulunduğu gözlemlenmiş olup; bu da olumlu bir yeşil marka imajının aracı bir faktör olarak hizmet ettiğini ve yeşil ağızdan ağıza iletişimin dolaylı olarak da artan satın alma niyetine etkisi olduğunu göstermektedir. Sonuç olarak, şirketlerin yeşil uygulamalara öncelik vermesi ve sürdürülebilir girişimler yoluyla güçlü, otantik bir marka imajı oluşturması gerektiği görülmüştür. Olumlu yeşil kulaktan kulağa iletişim, tüketicilerin yeşil marka imajı algısını önemli ölçüde artırabilir ve satın alma niyetlerini de olumlu etki yapabilir. Ancak. yeşil kulaktan kulağa iletişim, yeşil marka değeri ve yeşil satın alma niyetleri arasında hem doğrudan hem de dolaylı ilişkiler bulunduğu için, şirketlerin olumsuz algı yaratabilecek yeşil uygulamalara karşı dikkatli olmaları gerekmektedir.

Makale detayları

EXPLORING THE ROLE OF GREEN WORD-OF-MOUTH IN SHAPING GREEN BRAND IMAGE AND GREEN PURCHASE INTENTIONS: A MEDIATED MODEL

Yazarlar:

Saied Khalid Sadat | Cem Karayalçın

Yayıncı:

Izmir Katip Celebi University

Ana Başlıklar:

Ürün ve Marka Yönetimi

Dergi:

Journal of Business Innovation and Governance Vol.8 Issue 1, pp.1-28

Belge Tipi:

Makale

Yayın Tarihi:

6/2025

Belge Dili:

İngilizce

Document ID (Org No.):

2001353936

pISSN:

2717-9559

Green Word-of-Mouth

Green Brand Image

Green Purchase Intentions

Green ProductsYeşil Kulaktan Kulağa İletişim

Yeşil Marka İmajı

Yeşil Satın Alma Niyeti

Yeşil Ürünler

Sayı

Makale detayları

Yazarlar: Saied Khalid Sadat | Cem Karayalçın

Yayıncı: Izmir Katip Celebi University

Ana Başlıklar: Ürün ve Marka Yönetimi

Dergi: Journal of Business Innovation and Governance Vol.8 Issue 1, pp.1-28

Belge Tipi: Makale

Yayın Tarihi: 6/2025

Belge Dili: İngilizce

Document ID (Org No.): 2001353936

pISSN: 2717-9559

Sayı

Yazarlar:

Saied Khalid Sadat | Cem Karayalçın

Yayıncı:

Izmir Katip Celebi University

Ana Başlıklar:

Ürün ve Marka Yönetimi

Dergi:

Journal of Business Innovation and Governance Vol.8 Issue 1, pp.1-28

Belge Tipi:

Makale

Yayın Tarihi:

6/2025

Belge Dili:

İngilizce

Document ID (Org No.):

2001353936

pISSN:

2717-9559