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Sustainable Consumption Intentions of Consumers in Turkey: A Research Within the Theory of Planned Behavior

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  • Ilknur Ayar
  • Ahmet Gürbüz

Abstract

Sustainable consumption can be a way to minimize the environmental impact of the rapidly growing consumption phenomenon. However, sustainable consumer behavior changes depending on many different factors and determining these factors is very important for many disciplines. This study aims to determine the sustainable consumption behavior of consumers and the factors affecting this behavior within the framework of Planned Behavior Theory, which is used in many fields in the literature. The research was conducted within the framework of attitude, subjective norms, and perceived behavior control as well as altruistic values variables added to the model. Research data survey method with Turkey/Kastamonu were collected from the consumers in the province. The questionnaire was adapted using previous studies, and its validity and reliability analysis were made. Research data were tested with Structural Equation Modeling, which is used frequently in social sciences and behavioral sciences. As a result; It has been revealed that the variables of Planned Behavior Theory, which are attitude, subjective norm, perceived behavioral control, and also the altruistic values dimension added to the model have a statistically significant effect on sustainable consumption intention, and intention has an effect on sustainable consumption behavior. It was concluded that perceived behavioral control has no direct effect on sustainable consumption behavior. These findings have important consequences for a large number of individuals and organizations such as policy makers, scientists, environmental organizations, health organizations, and businesses.

Suggested Citation

  • Ilknur Ayar & Ahmet Gürbüz, 2021. "Sustainable Consumption Intentions of Consumers in Turkey: A Research Within the Theory of Planned Behavior," SAGE Open, , vol. 11(3), pages 21582440211, September.
    • Handle: RePEc:sae:sagope:v:11:y:2021:i:3:p:21582440211047563
    DOI: 10.1177/21582440211047563
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    3. Miao Huang & Mohamad Saifudin Mohamad Saleh & Izzal Asnira Zolkepli, 2023. "The Moderating Effect of Green Advertising on the Relationship between Gamification and Sustainable Consumption Behavior: A Case Study of the Ant Forest Social Media App," Sustainability, MDPI, vol. 15(4), pages 1-15, February.
    4. Shiela Mae C. Ilagan & Ardvin Kester S. Ong & Josephine D. German & Ma. Janice J. Gumasing & Kyla Marie P. Pabalan, 2024. "Holistic Antecedent Analysis of Behavioral Intention among Green Consumers in the Philippines: A Sustainability Theory of the Planned Behavior Approach," Sustainability, MDPI, vol. 16(10), pages 1-23, May.
    5. Mingshun Zhang & Li Zhang & Meine Pieter van Dijk, 2022. "Managing Sustainable Public Procurement: A Nationwide Survey in China," Sustainability, MDPI, vol. 14(19), pages 1-19, September.

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