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MEDIATOR ROLE OF ENVIRONMENTAL CONCERN AND GREEN TRUST IN THE EFFECT OF ADVERTISEMENTS RELATED RENEWABLE ENERGY TECHNOLOGIES ON CUSTOMER SATISFACTION

Year 2022, Volume: 27 Issue: 4, 563 - 582, 31.10.2022

Abstract

Energy consumption is raising with industrialization and the rapid increase of the world population. Therefore, energy resources are running out and lots of environmental problems such as climate change and global warming arise. For this reason, the importance of renewable energy technologies (RET) and environmental concerns of customers are increasing. Also, companies pay attention to the environmental concerns of customers in their products with their advertisements to provide satisfaction and trust. In this context, the purpose of this research is to examine the impact of RET advertisements on customer satisfaction and the mediating role of green trust and environmental concern on the relationship between the RET advertisement and customer satisfaction. According to research findings, proposed models which are tested for advertisement, environmental concern, green trust and customer satisfaction through IBM SPSS 23.0 and IBM AMOS 23.0 for Structural Equation Modeling (SEM). Results are found good fit and acceptable.

References

  • 1. Asgharian, R., Salehi, M., Saleki, Z. S., Hojabri, R., & Nikkheslat, M. (2012). Green product quality, green customer satisfaction, and green customer loyalty. International Journal of Research in Management & Technology, 2(5), 499–503.
  • 2. Aziz, N., & Mohd. Ariffin, A. A. (2010). Exploring customers attitude towards web advertising and its influence on web ad usage in Malaysia. Jurnal Pengurusan, 31, 55–63.
  • 3. Bakar, M. H. A., Desa, M. A. M., & Mustafa, M. (2015). Attributes for image content that attract customers’ attention to advertisements. Procedia - Social and Behavioral Sciences, 195, 309–314.
  • 4. Brown, J. R., Crosno, J. L., & Tong, P. Y. (2019). Is the theory of trust and commitment in marketing relationships incomplete? Industrial Marketing Management, 77(March 2018), 155–169.
  • 5. Byrne, B. M. (2010). Structural equation modeling with AMOS. New York: Routledge. Taylor & Francis Group.
  • 6. Cazzaniga, R., Rosa-clot, M., Rosa-clot, P., & Marco, G. (2019). Integration of PV floating with hydroelectric power plants. Heliyon, 5(June), e01918.
  • 7. Chen, Y. S. (2010). The drivers of green brand equity: Green brand image, green satisfaction, and green trust. Journal of Business Ethics, 93(2), 307–319.
  • 8. Chen, Y. S., & Chang, C. H. (2012). Enhance green purchase intentions: The roles of green perceived value, green perceived risk, and green trust. Management Decision, 50(3), 502–520.
  • 9. Chen, Y. S., & Chang, C. H. (2013). Towards green trust: The influences of green perceived quality, green perceived risk, and green satisfaction. Management Decision, 51(1), 63–82.
  • 10. Chen, Y., & Lin, B. (2020). Slow diffusion of renewable energy technologies in China: An empirical analysis from the perspective of innovation system. Journal of Cleaner Production, 261, 121186.
  • 11. Chuah, S. H., El-manstrly, D., Tseng, M., & Ramayah, T. (2020). Sustaining customer engagement behavior through corporate social responsibility: The roles of environmental concern and green trust. Journal of Cleaner Production, 262, 121348.
  • 12. Dehghani, M., Niaki, M. K., Ramezani, I., & Sali, R. (2016). Evaluating the influence of YouTube advertising for attraction of young customers. Computers in Human Behavior, 59, 165–172.
  • 13. Dunlap, R.E., Jones, R., 2002. Environmental concern: conceptual and measurement issues. In: Dunlap, R.E., Michelson, W. (Eds.), Handbook of Environmental Sociology. London, Greenwood Press, 482-542.
  • 14. Economou, A. (2010). Renewable energy resources and sustainable development in Mykonos (Greece). Renewable and Sustainable Energy Reviews, 14(5), 1496–1501.
  • 15. Fridleifsson, I. B. (2001). Geothermal energy for the benefit of the people. Renewable and Sustainable Energy Reviews, 5, 299–312.
  • 16. Fornell, C., & Larcker, D. F. (1981). Structural equation models with unobservable variables and measurement error:Algebra and statistics. 382-388.
  • 17. Hair Jr. F. J., Black C. W., Babin J. B., Anderson E. R., & Tatham L. R. (2006). Multivariate data analysis. Upper Saddle River, NJ: Prentice Hall Inc.
  • 18. Hassan, S., Nadzim, S. Z. A., & Shiratuddin, N. (2015). Strategic use of social media for small business based on the AIDA model. Procedia - Social and Behavioral Sciences, 172, 262–269.
  • 19. Karagöl, E. T., & Kavaz, I. (2017). Dünyada ve Türkiye’de yenilenebilir enerji. Seta Si̇yaset, Ekonomi̇ Ve Toplum Araştırmaları Vakfı, 197(197), 1–32. Retrieved from https://setav.org/assets/uploads/2017/04/YenilenebilirEnerji.pdf, (Jun 01, 2020)
  • 20. Kim, Y. and Choi, M. S. (2005) ‘Antecedents of green purchase behavior: An examination of collectivism, environmental concern, and PCE’, Association For Customer Research, 32(1), pp. 592–599.
  • 21. Kim, W., Kim, H., & Hwang, J. (2020). Sustainable growth for the self-employed in the retail industry based on customer equity, customer satisfaction, and loyalty. Journal of Retailing and Customer Services, 53(August 2019), 101963.
  • 22. Kotler, P., Kartajaya, H., and Setiawan, I. (2017). Marketing 4.0: Moving from traditional to digital. New Jersey: Jhon Wiley&Son.
  • 23. Kumar, P. (2017). Intents of green advertisements. Asia Pacific Journal of Marketing and Logistics. 29(1), 70-79
  • 24. Lam, A. Y. C., Lau, M. M., & Cheung, R. (2016). Modelling the relationship among green perceived value, green trust, satisfaction, and repurchase intention of green products. Contemporary Management Research, 12(1), 47–60.
  • 25. Lattin, J.M., Carroll, J.D. & Green P.E. (2003). Analyzing multivariate data, duxbury applied series, Thomson Brooks/Cole.
  • 26. Lin, P. C., & Huang, Y. H. (2012). The influence factors on choice behavior regarding green products based on the theory of consumption values. Journal of Cleaner Production, 22(1), 11–18.
  • 27. Liu, X., Vedlitz, A., & Shi, L. (2014). Examining the determinants of public environmental concern : Evidence from national public surveys. Environmental Science and Policy, 39, 77–94.
  • 28. Matelski, K. (2019). The AIDA (Attention, interest, desire, action) formula. Retriewed from https://www.vizion.com/blog/the-aida-attention-interest-desire-action-formula/, (Jun 1, 2020).
  • 29. Mezger, A., Cabanelas, P., Cabiddu, F., & Rüdiger, K. (2020). What does it matter for trust of green customers? An application to German electricity market. Journal of Cleaner Production, 242, 118484.
  • 30. Michaelson, D., & Stacks, D. W. (2011). Standardization in public relations measurement and evaluation. Public Relations Journal, 5(2), 1–22.
  • 31. Minton, A. P., & Rose, R. L. (1997). The effects of environmental concern on environmentally friendly customer behavior: an exploratory study. Journal of Business Research. 40(1). 37-48.
  • 32. Panwar, N. L., Kaushik, S. C., & Kothari, S. (2011). Role of renewable energy sources in environmental protection: A review. Renewable and Sustainable Energy Reviews, 15(3), 1513–1524.
  • 33. Parizanganeh, A., Lakhan, V. C., Yazdani, M., & Ahmad, S. R. (2011). Modelling categorical data to identify factors in fl uencing concern for the natural environment in Iran. Journal of Environmental Management, 92(10), 2836–2843.
  • 34. Pizam, A., Shapoval, V., & Ellis, T. (2016). Customer satisfaction and its measurement in hospitality enterprises: a revisit and update. International Journal of Contemporary Hospitality Management, 28(1), 2–35.
  • 35. Platon, O.-E., Iosub, I., & Ditoiu, M.-C. (2014). An analysis of the AIDAT model based on facebook promotional contests. Procedia Economics and Finance, 15(14), 1570–1577.
  • 36. Rahmi, D. Y., Rozalia, Y., Chan, D. N., Anira, Q., & Lita, R. P. (2017). Green brand image relation model, green awareness, green advertisement, and ecological knowledge as competitive advantage in improving green purchase intention and green purchase behavior on creative industry products. Journal of Economics, Business & Accountancy Ventura, 20(2).
  • 37. Ritchie, H. and Roser, M. (2014). Energy. Published online at OurWorldInData.org. Retrieved from https://ourworldindata.org/energy, (May 31, 2020)
  • 38. Ren21. (2019). Renewables 2019 global status report. Retriewed from https://www.ren21.net/wp-content/uploads/2019/05/gsr_2019_full_report_en.pdf, (May 31, 2020)
  • 39. Roe, B., Teisl, M. F., Levy, A., & Russell, M. (2001). US customers’ willingness to pay for green electricity. Energy Policy, 29(11), 917–925.
  • 40. Sariputri, I. D. A., Lapian, J. S., & Tielung, M. V. (2019). The influence of green advertising and green claim toward green trust with misleading environmental claim as intervening variable of aqua product on faculty of economics and business unsrat student. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 7(3).
  • 41. Sharifi, M., Khazaei Pool, J., Jalilvand, M. R., Tabaeeian, R. A., & Ghanbarpour Jooybari, M. (2019). Forecasting of advertising effectiveness for renewable energy technologies: A neural network analysis. Technological Forecasting and Social Change, 143(April), 154–161.
  • 42. Sharma, S., 1996. Applied multivariate techniques. John Wiley and Sons, Inc., New York.
  • 43. Sin, L. (2018). Renewable energy: The clean fact. Retriewed from https://www.nrdc.org/stories/renewable-energy-clean-facts, (May 31,2020)
  • 44. Sugget, P. (2019). The AIDA model and how to use it. Retriewed from https://www.thebalancecareers.com/get-to-know-and-use-aida-39273, (Jun 1, 2020)
  • 45. Suhaily, L., & Darmoyo, S. (2019). Effect of green product and green advertising to satisfaction and loyalty which mediated by purchase decision. International Journal of Contemporary Applied Researches, 6(1).
  • 46. Supriadi, B., Astuti, W., & Firdiansyah, A. (2017). Green product and its impact on customer satisfaction. IOSR Journal of Business and Management (IOSR-JBM), 19(8), 1 9.
  • 47. Tavakol, M., & Dennick, R. (2011). Making sense of Cronbach's alpha. International journal of medical education, 2, 53.
  • 48. Ullman, J. B., & Bentler, P. M. (2003). Structural equation modeling. Handbook of psychology, 607-634.
  • 49. Wijaya, B. S. (2012). The development of hierarchy of effects model in advertising. International Business Journal of Business Studies. 5(1), 73–85.
  • 50. Xu, X., & Schrier, T. (2019). Hierarchical effects of website aesthetics on customers ’ intention to book on hospitality sharing economy platforms. Electronic Commerce Research and Applications, 35(November 2018), 100856.
  • 51. Zakhidov, R. A. (2008). Central Asian countries energy system and role of renewable energy sources. Renewable Energy Sources 44(3), 218–223.
  • 52. Zimmermann, N. (2016). Five of the world’s biggest environmental problems. Retriewed from https://www.dw.com/en/five-of-the-worlds-biggest-environmental-problems/a-35915705, (Jun 2, 2020)

YENİLENEBİLİR ENERJİ TEKNOLOJİLERİ İLE İLGİLİ REKLAMLARIN MÜŞTERİ MEMNUNİYETİNE ETKİSİNDE ÇEVRESEL ENDİŞE VE YEŞİL GÜVENİN ARACI ROLÜ

Year 2022, Volume: 27 Issue: 4, 563 - 582, 31.10.2022

Abstract

Dünya genelinde sanayileşme ve nüfusun artmasıyla enerji tüketimi hızla artmaktadır. Bu durum iklim değişikliği ve küresel ısınma gibi ciddi çevresel problemlere sebep olmaktadır. Bu nedenle müşteriler yenilenebilir enerji teknolojilerine (YET) daha fazla önem vermekte ve çevreye karşı daha fazla endişe duymaktadır. Buna bağlı olarak işletmeler de özellikle reklamlarında çevresel problemlere dikkat çekmekte ve müşteri güvenini sağlamayı amaçlamaktadır. Bu bağlamda bu çalışmanın amacı YET ile ilgili reklamların müşterilerin memnuniyeti üzerindeki etkisini araştırmaktır. Ayrıca bu etkide müşterilerin çevresel endişelerinin ve yeşil güven algılarının aracı rolünü araştırmaktır. Çalışmanın bulgularına göre reklam, çevresel endişe, yeşil güven ve müşteri memnuniyeti ile ilgili ilişkilerin hepsi IBM SPSS 23.0 ve IBM AMOS 23.0 Yapısal Eşitlik Modellemesi (YEM) ile test edilmiş olup uyum değerleri kabul edilir bulunmuştur.

References

  • 1. Asgharian, R., Salehi, M., Saleki, Z. S., Hojabri, R., & Nikkheslat, M. (2012). Green product quality, green customer satisfaction, and green customer loyalty. International Journal of Research in Management & Technology, 2(5), 499–503.
  • 2. Aziz, N., & Mohd. Ariffin, A. A. (2010). Exploring customers attitude towards web advertising and its influence on web ad usage in Malaysia. Jurnal Pengurusan, 31, 55–63.
  • 3. Bakar, M. H. A., Desa, M. A. M., & Mustafa, M. (2015). Attributes for image content that attract customers’ attention to advertisements. Procedia - Social and Behavioral Sciences, 195, 309–314.
  • 4. Brown, J. R., Crosno, J. L., & Tong, P. Y. (2019). Is the theory of trust and commitment in marketing relationships incomplete? Industrial Marketing Management, 77(March 2018), 155–169.
  • 5. Byrne, B. M. (2010). Structural equation modeling with AMOS. New York: Routledge. Taylor & Francis Group.
  • 6. Cazzaniga, R., Rosa-clot, M., Rosa-clot, P., & Marco, G. (2019). Integration of PV floating with hydroelectric power plants. Heliyon, 5(June), e01918.
  • 7. Chen, Y. S. (2010). The drivers of green brand equity: Green brand image, green satisfaction, and green trust. Journal of Business Ethics, 93(2), 307–319.
  • 8. Chen, Y. S., & Chang, C. H. (2012). Enhance green purchase intentions: The roles of green perceived value, green perceived risk, and green trust. Management Decision, 50(3), 502–520.
  • 9. Chen, Y. S., & Chang, C. H. (2013). Towards green trust: The influences of green perceived quality, green perceived risk, and green satisfaction. Management Decision, 51(1), 63–82.
  • 10. Chen, Y., & Lin, B. (2020). Slow diffusion of renewable energy technologies in China: An empirical analysis from the perspective of innovation system. Journal of Cleaner Production, 261, 121186.
  • 11. Chuah, S. H., El-manstrly, D., Tseng, M., & Ramayah, T. (2020). Sustaining customer engagement behavior through corporate social responsibility: The roles of environmental concern and green trust. Journal of Cleaner Production, 262, 121348.
  • 12. Dehghani, M., Niaki, M. K., Ramezani, I., & Sali, R. (2016). Evaluating the influence of YouTube advertising for attraction of young customers. Computers in Human Behavior, 59, 165–172.
  • 13. Dunlap, R.E., Jones, R., 2002. Environmental concern: conceptual and measurement issues. In: Dunlap, R.E., Michelson, W. (Eds.), Handbook of Environmental Sociology. London, Greenwood Press, 482-542.
  • 14. Economou, A. (2010). Renewable energy resources and sustainable development in Mykonos (Greece). Renewable and Sustainable Energy Reviews, 14(5), 1496–1501.
  • 15. Fridleifsson, I. B. (2001). Geothermal energy for the benefit of the people. Renewable and Sustainable Energy Reviews, 5, 299–312.
  • 16. Fornell, C., & Larcker, D. F. (1981). Structural equation models with unobservable variables and measurement error:Algebra and statistics. 382-388.
  • 17. Hair Jr. F. J., Black C. W., Babin J. B., Anderson E. R., & Tatham L. R. (2006). Multivariate data analysis. Upper Saddle River, NJ: Prentice Hall Inc.
  • 18. Hassan, S., Nadzim, S. Z. A., & Shiratuddin, N. (2015). Strategic use of social media for small business based on the AIDA model. Procedia - Social and Behavioral Sciences, 172, 262–269.
  • 19. Karagöl, E. T., & Kavaz, I. (2017). Dünyada ve Türkiye’de yenilenebilir enerji. Seta Si̇yaset, Ekonomi̇ Ve Toplum Araştırmaları Vakfı, 197(197), 1–32. Retrieved from https://setav.org/assets/uploads/2017/04/YenilenebilirEnerji.pdf, (Jun 01, 2020)
  • 20. Kim, Y. and Choi, M. S. (2005) ‘Antecedents of green purchase behavior: An examination of collectivism, environmental concern, and PCE’, Association For Customer Research, 32(1), pp. 592–599.
  • 21. Kim, W., Kim, H., & Hwang, J. (2020). Sustainable growth for the self-employed in the retail industry based on customer equity, customer satisfaction, and loyalty. Journal of Retailing and Customer Services, 53(August 2019), 101963.
  • 22. Kotler, P., Kartajaya, H., and Setiawan, I. (2017). Marketing 4.0: Moving from traditional to digital. New Jersey: Jhon Wiley&Son.
  • 23. Kumar, P. (2017). Intents of green advertisements. Asia Pacific Journal of Marketing and Logistics. 29(1), 70-79
  • 24. Lam, A. Y. C., Lau, M. M., & Cheung, R. (2016). Modelling the relationship among green perceived value, green trust, satisfaction, and repurchase intention of green products. Contemporary Management Research, 12(1), 47–60.
  • 25. Lattin, J.M., Carroll, J.D. & Green P.E. (2003). Analyzing multivariate data, duxbury applied series, Thomson Brooks/Cole.
  • 26. Lin, P. C., & Huang, Y. H. (2012). The influence factors on choice behavior regarding green products based on the theory of consumption values. Journal of Cleaner Production, 22(1), 11–18.
  • 27. Liu, X., Vedlitz, A., & Shi, L. (2014). Examining the determinants of public environmental concern : Evidence from national public surveys. Environmental Science and Policy, 39, 77–94.
  • 28. Matelski, K. (2019). The AIDA (Attention, interest, desire, action) formula. Retriewed from https://www.vizion.com/blog/the-aida-attention-interest-desire-action-formula/, (Jun 1, 2020).
  • 29. Mezger, A., Cabanelas, P., Cabiddu, F., & Rüdiger, K. (2020). What does it matter for trust of green customers? An application to German electricity market. Journal of Cleaner Production, 242, 118484.
  • 30. Michaelson, D., & Stacks, D. W. (2011). Standardization in public relations measurement and evaluation. Public Relations Journal, 5(2), 1–22.
  • 31. Minton, A. P., & Rose, R. L. (1997). The effects of environmental concern on environmentally friendly customer behavior: an exploratory study. Journal of Business Research. 40(1). 37-48.
  • 32. Panwar, N. L., Kaushik, S. C., & Kothari, S. (2011). Role of renewable energy sources in environmental protection: A review. Renewable and Sustainable Energy Reviews, 15(3), 1513–1524.
  • 33. Parizanganeh, A., Lakhan, V. C., Yazdani, M., & Ahmad, S. R. (2011). Modelling categorical data to identify factors in fl uencing concern for the natural environment in Iran. Journal of Environmental Management, 92(10), 2836–2843.
  • 34. Pizam, A., Shapoval, V., & Ellis, T. (2016). Customer satisfaction and its measurement in hospitality enterprises: a revisit and update. International Journal of Contemporary Hospitality Management, 28(1), 2–35.
  • 35. Platon, O.-E., Iosub, I., & Ditoiu, M.-C. (2014). An analysis of the AIDAT model based on facebook promotional contests. Procedia Economics and Finance, 15(14), 1570–1577.
  • 36. Rahmi, D. Y., Rozalia, Y., Chan, D. N., Anira, Q., & Lita, R. P. (2017). Green brand image relation model, green awareness, green advertisement, and ecological knowledge as competitive advantage in improving green purchase intention and green purchase behavior on creative industry products. Journal of Economics, Business & Accountancy Ventura, 20(2).
  • 37. Ritchie, H. and Roser, M. (2014). Energy. Published online at OurWorldInData.org. Retrieved from https://ourworldindata.org/energy, (May 31, 2020)
  • 38. Ren21. (2019). Renewables 2019 global status report. Retriewed from https://www.ren21.net/wp-content/uploads/2019/05/gsr_2019_full_report_en.pdf, (May 31, 2020)
  • 39. Roe, B., Teisl, M. F., Levy, A., & Russell, M. (2001). US customers’ willingness to pay for green electricity. Energy Policy, 29(11), 917–925.
  • 40. Sariputri, I. D. A., Lapian, J. S., & Tielung, M. V. (2019). The influence of green advertising and green claim toward green trust with misleading environmental claim as intervening variable of aqua product on faculty of economics and business unsrat student. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 7(3).
  • 41. Sharifi, M., Khazaei Pool, J., Jalilvand, M. R., Tabaeeian, R. A., & Ghanbarpour Jooybari, M. (2019). Forecasting of advertising effectiveness for renewable energy technologies: A neural network analysis. Technological Forecasting and Social Change, 143(April), 154–161.
  • 42. Sharma, S., 1996. Applied multivariate techniques. John Wiley and Sons, Inc., New York.
  • 43. Sin, L. (2018). Renewable energy: The clean fact. Retriewed from https://www.nrdc.org/stories/renewable-energy-clean-facts, (May 31,2020)
  • 44. Sugget, P. (2019). The AIDA model and how to use it. Retriewed from https://www.thebalancecareers.com/get-to-know-and-use-aida-39273, (Jun 1, 2020)
  • 45. Suhaily, L., & Darmoyo, S. (2019). Effect of green product and green advertising to satisfaction and loyalty which mediated by purchase decision. International Journal of Contemporary Applied Researches, 6(1).
  • 46. Supriadi, B., Astuti, W., & Firdiansyah, A. (2017). Green product and its impact on customer satisfaction. IOSR Journal of Business and Management (IOSR-JBM), 19(8), 1 9.
  • 47. Tavakol, M., & Dennick, R. (2011). Making sense of Cronbach's alpha. International journal of medical education, 2, 53.
  • 48. Ullman, J. B., & Bentler, P. M. (2003). Structural equation modeling. Handbook of psychology, 607-634.
  • 49. Wijaya, B. S. (2012). The development of hierarchy of effects model in advertising. International Business Journal of Business Studies. 5(1), 73–85.
  • 50. Xu, X., & Schrier, T. (2019). Hierarchical effects of website aesthetics on customers ’ intention to book on hospitality sharing economy platforms. Electronic Commerce Research and Applications, 35(November 2018), 100856.
  • 51. Zakhidov, R. A. (2008). Central Asian countries energy system and role of renewable energy sources. Renewable Energy Sources 44(3), 218–223.
  • 52. Zimmermann, N. (2016). Five of the world’s biggest environmental problems. Retriewed from https://www.dw.com/en/five-of-the-worlds-biggest-environmental-problems/a-35915705, (Jun 2, 2020)
There are 52 citations in total.

Details

Primary Language English
Journal Section Articles
Authors

Osman Özdemir 0000-0001-8880-1459

Kadir Özdemir 0000-0002-2034-4797

Publication Date October 31, 2022
Published in Issue Year 2022 Volume: 27 Issue: 4

Cite

APA Özdemir, O., & Özdemir, K. (2022). MEDIATOR ROLE OF ENVIRONMENTAL CONCERN AND GREEN TRUST IN THE EFFECT OF ADVERTISEMENTS RELATED RENEWABLE ENERGY TECHNOLOGIES ON CUSTOMER SATISFACTION. Süleyman Demirel Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi, 27(4), 563-582.