The Effect of Foreign Tourists' Environmental Concern and Brand Trust on Green Purchase Intention: The Case of İstanbul

Authors : Shiraqa Khatami, Hüdaverdi Bircan

Pages : 134-146

Doi:10.47129/bartiniibf.1783315

View : 51 | Download : 142

Publication Date : 2025-11-30

Article Type : Research Paper

Abstract :The research examines the impact of environmental concern and brand trust on tourist intentions to buy environmentally friendly products, and services. The research design uses quantitative methods with an explanatory survey approach to obtain data. A survey of 450 international tourists in Istanbul used a structured questionnaire and employed a non-random purposive sampling method to gather data. The research data collection took place between February 2025 and researchers handed out standardized questionnaires to visitors at Üsküdar and Hagia Sophia tourist locations. The research used established assessment tools to evaluate environmental concern and brand trust and green purchase intention. The analysis of data included confirmatory factor analysis and structural equation modeling. The model demonstrated an excellent fit to the data and explained %78,5 of the total variance in green purchase intention, indicating a strong explanatory power. The SEM results supported both research hypotheses because environmental concern positively affected green purchase intention and brand trust had a stronger positive impact. International tourists visiting Istanbul show stronger sustainable purchasing behavior based on brand trust than environmental concern according to the research findings. Tourists base their green purchase decisions on environmental concerns but brand trust plays a more significant role in their purchasing behavior.
Keywords : Çevresel duyarlılık, Marka güveni, Yeşil satın alma niyeti

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