EXAMINING THE EFFECT OF GREEN MARKETING STRATEGIES ON AIRLINE CONSUMERS` PURCHASING BEHAVIOR IN THE SCOPE OF THEORY OF PLANNED BEHAVIOR (TPB)

Authors : Muhammed Polat

Pages : 213-242

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Publication Date : 2025-01-31

Article Type : Research Paper

Abstract :Environmental problems have been popular among companies to generate a positive image in their potential consumers’ minds by implementing greener policies since the green marketing concept emerged. This strategic behavior of companies is also a common practice of airline companies that have been dealing with different environmental issues caused by air transportation to minimize their negative effect on nature. The goal of the study is to measure the impact of the policies generated by airway firms in the context of environmental marketing on the buying behavior of Turkish air passengers. The research basically attempts to modify TPB with two new constructs. The developed research model was analyzed using the Structural Equation Modelling method. The data was obtained from 350 airline passengers with the help of questionnaires distributed online. Research findings show that Environmental Concerns (EC) and Price Fairness (PF) positively affect Attitude (AT), Subjective Norms (SN), and Perceived Behavioral Control (PBC) constructs. AT, SN, and PBC variables are of vital importance in generating purchase intention (PI) with a %60 variance, and it turns into purchase behavior (PB) with a rate of %90. This research advances our knowledge of the impact of airlines’ environmental marketing activities on air passengers’ buying behavior by proposing a modified research model.
Keywords : Yeşil Pazarlama, TPB teorisi, Satın Alma Davranışı