The Moderating Role of Green Brand Awareness in the Effect of Green Customer Satisfaction on Green Trust

Gökhan Topaloğlu

Article Details

The Moderating Role of Green Brand Awareness in the Effect of Green Customer Satisfaction on Green Trust

Authors:

Gökhan Topaloğlu

Publisher:

Süleyman Demirel University

Main Topics:

Tüketici Davranışı

Journal:

Süleyman Demirel Üniversitesi Vizyoner Dergisi Vol.16 Issue 45, pp.211-226

Document Type:

Article

Publication Date:

2/2025

Document Language:

Turkish

Document ID (Org No.):

2001341331

pISSN:

1308-9552

Keywords:

Abstract:

 The study is conducted to determine the relationship between green customer satisfaction, green trust and green brand awareness, as well as the moderating effect of green brand awareness on the effect of green customer satisfaction on green trust. The data is obtained using the survey technique. For this purpose, a survey is conducted with the participation of 287 consumers in the province of İzmir. SPSS 22 and AMOS programs are used in data analysis. Factor analysis, correlation analysis and moderation analyses are used in the research. In the confirmatory factor analysis, it is evaluated whether the x2sd, CFI, RMSEA, GFI and TLI fit index values are appropriate. As a result of the analysis, it is determined that the fit index values are within the acceptable limit range. For regulatory impact analysis, the analysis is carried out by establishing an appropriate statistical model in the AMOS program. In order to interpret the regulatory effect, the interaction effect graph, which is frequently used in the literature is used. Looking at the findings, it is seen that there is a significant relationship between green customer satisfaction, green trust and green brand awareness. Additionally, it is determined that green brand awareness has a moderating effect on the effect of green customer satisfaction on green trust.

 The study is conducted to determine the relationship between green customer satisfaction, green trust and green brand awareness, as well as the moderating effect of green brand awareness on the effect of green customer satisfaction on green trust. The data is obtained using the survey technique. For this purpose, a survey is conducted with the participation of 287 consumers in the province of İzmir. SPSS 22 and AMOS programs are used in data analysis. Factor analysis, correlation analysis and moderation analyses are used in the research. In the confirmatory factor analysis, it is evaluated whether the x2sd, CFI, RMSEA, GFI and TLI fit index values are appropriate. As a result of the analysis, it is determined that the fit index values are within the acceptable limit range. For regulatory impact analysis, the analysis is carried out by establishing an appropriate statistical model in the AMOS program. In order to interpret the regulatory effect, the interaction effect graph, which is frequently used in the literature is used. Looking at the findings, it is seen that there is a significant relationship between green customer satisfaction, green trust and green brand awareness. Additionally, it is determined that green brand awareness has a moderating effect on the effect of green customer satisfaction on green trust.

 The study is conducted to determine the relationship between green customer satisfaction, green trust and green brand awareness, as well as the moderating effect of green brand awareness on the effect of green customer satisfaction on green trust. The data is obtained using the survey technique. For this purpose, a survey is conducted with the participation of 287 consumers in the province of İzmir. SPSS 22 and AMOS programs are used in data analysis. Factor analysis, correlation analysis and moderation analyses are used in the research. In the confirmatory factor analysis, it is evaluated whether the x2sd, CFI, RMSEA, GFI and TLI fit index values are appropriate. As a result of the analysis, it is determined that the fit index values are within the acceptable limit range. For regulatory impact analysis, the analysis is carried out by establishing an appropriate statistical model in the AMOS program. In order to interpret the regulatory effect, the interaction effect graph, which is frequently used in the literature is used. Looking at the findings, it is seen that there is a significant relationship between green customer satisfaction, green trust and green brand awareness. Additionally, it is determined that green brand awareness has a moderating effect on the effect of green customer satisfaction on green trust.

 Bu araştırma yeşil müşteri tatmini, yeşil güven ve yeşil marka farkındalığı arasındaki ilişkinin yanı sıra yeşil müşteri tatmininin yeşil güven üzerindeki etkisinde yeşil marka farkındalığının düzenleyici etkisinin tespit edilmesi amacıyla gerçekleştirilmiştir. Veriler anket tekniği kullanılarak elde edilmiştir. Bu amaçla İzmirde bulunan 287 tüketicinin katılımı ile anket çalışması gerçekleştirilmiştir. Veri analizinde SPSS 22 ve AMOS programları kullanılmıştır. Araştırmada faktör analizi, korelasyon analizi ve düzenleyicilik analizleri kullanılmıştır. Doğrulayıcı faktör analizinde x2sd, CFI, RMSEA, GFI ve TLI uyum indeks değerlerinin uygun olup olmadığı değerlendirilmiştir. Yapılan analiz sonucunda uyum indeks değerlerinin kabul edilebilir sınır aralığında olduğu tespit edilmiştir. Düzenleyici etki analizi için AMOS programında uygun istatiksel model kurularak analiz yapılmıştır. Düzenleyici etkinin yorumlanabilmesi için literatürde sıklıkla kullanılan etkileşim etki grafiğinden yararlanılmıştır. Bulgulara bakıldığında yeşil müşteri tatmini, yeşil güven ve yeşil marka farkındalığı arasında anlamlı ilişki olduğu görülmektedir. Ayrıca yeşil müşteri tatmininin yeşil güven üzerindeki etkisinde yeşil marka farkındalığının düzenleyici etkisinin olduğu tespit edilmiştir.

Article Details

The Moderating Role of Green Brand Awareness in the Effect of Green Customer Satisfaction on Green Trust

Authors:

Gökhan Topaloğlu

Publisher:

Süleyman Demirel University

Main Topics:

Tüketici Davranışı

Journal:

Süleyman Demirel Üniversitesi Vizyoner Dergisi Vol.16 Issue 45, pp.211-226

Document Type:

Article

Publication Date:

2/2025

Document Language:

Turkish

Document ID (Org No.):

2001341331

pISSN:

1308-9552

Green Customer Satisfaction

Green Trust

Green Brand

Marketing

Consumer BehavioursYeşil Müşteri Tatmini

Yeşil Güven

Yeşil Marka

Pazarlama

Tüketici Davranışları

Issues

Article Details

Authors: Gökhan Topaloğlu

Publisher: Süleyman Demirel University

Main Topics: Tüketici Davranışı

Journal: Süleyman Demirel Üniversitesi Vizyoner Dergisi Vol.16 Issue 45, pp.211-226

Document Type: Article

Publication Date: 2/2025

Document Language: Turkish

Document ID (Org No.): 2001341331

pISSN: 1308-9552

Issues

Authors:

Gökhan Topaloğlu

Publisher:

Süleyman Demirel University

Main Topics:

Tüketici Davranışı

Journal:

Süleyman Demirel Üniversitesi Vizyoner Dergisi Vol.16 Issue 45, pp.211-226

Document Type:

Article

Publication Date:

2/2025

Document Language:

Turkish

Document ID (Org No.):

2001341331

pISSN:

1308-9552