Activism: A Strong Predictor of Proactive Environmentally Friendly Buying Behavior in Turkey

Abstract

The market for environmentally friendly products in Turkey is growing, and marketing experts are trying to understand the behavior of the consumers in this market with the help of variables such as demographic factors, information, attitudes, values and life styles. This study analyzes the effects of environmental activism, environmental knowledge and the perceived seriousness of environmental problems on green buying behavior. The study involved 516 Turkish consumers, over eighteen years of age. The results show that environmental activism, environmental knowledge and the perceived seriousness of environmental problems are all meaningful factors in environmentally friendly buying behavior. It was found that the most explanatory variables are environmental activism for proactive environmentally friendly buying behavior and the perceived seriousness of environmental problems for optional environmentally friendly buying behavior. The study is significant since it will offer insights for green marketing experts who especially target specific segments as activists, voluntary simplifiers or green consumers in Turkey.

Understanding the Determinants of Pro-Environmental Behavior among South Africans: Evidence from a Structural Equation Model

“…In fact, the latter point has been corroborated in several studies [54][55][56] where a positive relationship between education and PEB was found. Lastly, we found that willingness to sacrifice for the environment, environmental activism, and environmental knowledge are all predictors of PEB, thus in agreement with the study of Ergena et al [57] as they reported similar findings. These findings provide guidance on what interventions are necessary for raising the profile of environmental stewardship amongst citizens in South Africa.…”

The influence of voluntary simplicity and environmental activism on sustainable fashion purchase intention

“…This leads to the understanding that people who have this behavioural trait (environmental activists) engage in sustainable fashion consumption. These findings corroborate with the discussions pointed out by Stern (2000) and Ergen et al (2014), that environmental activists mobilize in favour of sustainable behaviour, which involves not only an active role in claims for sustainable practices of organizations, but which can also be reflected in their consumption choices, revealed in this study in terms of the sustainable fashion purchase intention.…”

“…The mediation relationship is not as strong as the direct relationship, which may be a result of the perspective that voluntary simplifiers are more individualistic and motivated mainly by egocentric reasons, such as increasing personal time and seeking a healthier and less stressful lifestyle (Sandlin and Walther, 2009; Shaw and Newholm, 2002). As a result, they rarely express their concerns through collective action, unlike activists (Ergen et al , 2014). They possibly choose to change their personal habits as a way to protest against dominant issues, such as the search for more sustainable forms of consumption, like sustainable fashion.…”

“…Environmental activism represents a factor that mobilizes individuals to behave in an environmentally correct manner (Ergen et al , 2014; Tam and Chan, 2018). As a way to demonstrate their behaviour, environmental activists not only carry out protests, petitions, fundraising campaigns, lobbying with governments and companies, but also seek to influence the attitudes and behaviour of others towards the environment.…”

“…According to Scott and Vigar-Ellis (2014), the growing importance of environmental trends spearheaded by activist groups has led to a significant increase in environmentally correct consumer behaviour, which is strengthened by customers' individual purchasing decisions and their involvement in social movements (Ergen et al , 2014). Knopman et al (1999) suggest that the more citizens become aware of their own role in problems linked to environmental degradation, the more willing they are to participate in solutions.…”