A STUDY ON THE RELATIONSHIP BETWEEN PERCEIVED CONSUMER EFFECTIVENESS, ENVIRONMENTAL CONCERN AND GREEN PURCHASE BEHAVIOR OF CONSUMERS AT UNIVERSITY

Abstract

Developed by the consumers realizations about the negative effects they pose for nature, environmental consciousness has gradually turned into a concern. Environmental concern is defined as a parameter trying to identify the consumers concerns about the environment that can arise at present and in the future. Perceived consumer effectiveness is peoples beliefs in the fact that they can make differences socially while solving problems. In other words, it is the assessment criteria of the consumers skills in affecting the problems of environmental resources individually. There are many factors affecting the consumers purchase behavior. The changes happening in these variables that affect consumers also have an effect on the consumers purchase behavior. Gaining popularity in all around the world in recent years, environmentalist sensitivity, sustainable development, sustainable life and concerns about the future lead to environmental purchase behaviors, and to the firms finding ways of green strategies. Apart from having a lot of criterion affecting purchase behavior, in this study, the effects of the effectiveness of consumers and environmental concern on purchase behavior, regarded as specific to the purchase behavior, is sought to be defined at Adyaman University Besni Vocational School of Higher Education, chosen as a sample. The study is conducted on 2000 students of Adıyaman University Besni Vocational School of Higher Education. Besides, the sample is conducted on 533 students that are chosen by simple random sampling method and that participated in the study voluntarily. In this study, Alpha Coefficient (Cronbachs Alpha) is utilized for measuring the reliability of the scale. According to the results of reliability analyses, the coefficient is found as 0,715. Therefore, the internal consistency and reliability of the graphic used in the study can be found satisfying.