The Effect Of Culture And Self-Efficacy On The Attitude Towards Green Products

Abstract

Environmental problems threaten the lives of all living beings, especially human beings, in our environment. With the rapid increase in environmental problems, consumers are directed to protect the environment by the fact that they are aware that they directly have an effect on these issues. Nowadays, the growing awareness of consumers about environmental issues has mobilized green marketers. For this reason, enterprises consider the future of the consumers, and they conduct all their activities in an environmentally friendly manner from the design of the products to the distribution of them. It is important for consumers to have a positive attitude towards green products, because the transformation of these attitudes into behavior will positively affect both the profitability process of the firms and the future of the communities. In this study, the impact of the individual’s culture and self-efficacy on the attitude towards green products has been examined with a holistic approach. In addition, the effect of the attitude towards the green products on the behavior of purchasing has also been examined. According to the results of the research, it has been seen that collectivism and self-efficacy have an effect on the individual’s attitudes towards green product. Besides attitude has an effect on the behavior purchasings.

Keywords: Cultural dimensionsself-efficacyattitude green product

Introduction

As a result of the environmental problems experienced, both businesses and consumers have increased interest in green products; because, in the intertwined life adventure of nature and human beings, damaging to the environment triggers people’s future anxiety. In this context, due to the signs of global warming and the abuse of the world’s scarce resources, more attention has been paid to environmentally friendly products. Now, consumers support environmentally friendly applications and products much more. In other words, consumers want less pollution of the product, less waste, more recycling, more renewable resources in the production process, and environmentally friendly products (Karaca, 2013). Improvements in the level of education and culture of people also have an effect increasing the sensitivity of the society to the environment. That is why the market, which is composed of consumers demanding green products, is growing day by day (Yaraş et al., 2011). Culture is one of the most important variables affecting consumer behaviors (Keleş, 2007). Businesses, an economic unit, produce goods and services to meet the needs of the society and make profit in return. However, in addition to financial gains, enterprises have also functions such as responding to the economic, social and cultural needs of the society and helping to solve social problems (Erbaşlar, 2012). In this context, cultural differences change individuals’ priorities. Considering nature is in the foreground in the developed countries while the priority of the people in the less developed countries is to meet the main needs of individuals (Ayyıldız & Genç, 2008). In this study, the dimensions of culture that are supposed to have an impact on the attitude towards green products are discussed under three titles. Collectivism is the first of the dimensions of culture. Research shows that individuals with collectivist culture have more green values and more green buying behaviors (Keleş, 2007; McCarty & Shrum, 1994; Nguyen et al., 2017). The other two dimensions of culture are long-term orientation and man-nature orientation (Sreen et al., 2018). Research also shows that long-term oriented individuals have a positive attitude towards environmental and green products because they think they will be beneficial in the future (Leonidou et al., 2010). Besides, man-nature orientation affects environmental attitudes positively (Sugandini et al., 2018).

Self-efficacy is the self-judgment of a person for organizing the activities that are required to show a certain performance and for performing them successfully. Self-efficacy is a belief that develops over time and through the individual’s experiences. Individuals can improve their self-efficacy through direct experience, observing other people, or listening to others' comments (Lee, 2005). In this context, self-efficacy belief affects individuals' green purchasing behavior (Kim & Choi, 2005). Studies that evaluate cultural dimensions and attitudes towards green products are frequently encountered in the literature. However, the aim of the study in terms of contribution to the literature is to provide a holistic approach by considering both the cultural and individual characteristics of the individual together.

Problem Statement

The basis of the study is the results of testing the following hypothesis.

H1: Long-term orientation is effective on attitude towards green products.

H2: Collectivism is effective on the attitude towards green products.

H3: Man-nature orientation has an impact on attitude towards green products.

H4: Self-efficacy is effective on attitude towards green products.

H5: The attitude towards green products is effective on green purchasing behavior.

Research Questions

Purpose of the Study

The aim of this study is to examine the effects of long-term orientation, collectivism, man-nature orientation and self-efficacy on the attitude towards green products. It is also aimed to address the impact of attitude towards green products on green purchasing behavior. When the literature about variables was searched, it was seen that there are many studies investigating the relationship between cultural dimensions and attitude towards green products among the variables discussed within the scope of the study, but the studies conducted based on the concept of self-efficacy were limited. Therefore, it is aimed to contribute to the literature with a holistic approach by considering both the cultural variables of the individual and the concept of self-efficacy together. The sample of the study consists of individuals who purchase green products and who live in Erzincan. Therefore, the results obtained are valid for this sample and cannot be generalized for other product groups and cities.

Research Methods

Research Model

The research model is shown in Figure 1 .

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Findings

Conclusion

The use of green products is known to have many benefits for society. However, it is important to identify variables that will raise awareness in this regard and make these products more preferable to consumers. In this way, the green product market will revive and as a result both businesses and individuals will benefit from this shopping process. Within the scope of the study, the factors that may affect the purchasing behavior of green products, in other words, environmentally friendly products were investigated. According to the results of the research, collectivism, one of the cultural dimensions, is effective on attitude towards green products. The culture of the society in which the individual lives, in other words, traditions and customs, shapes his choice of goods and services. People’s way of thinking is affected by how much they value the group they are in. Collectivism is significant in the sense of the organizational value structure of Turkish society (Fikret Paşa et al., 2001). It is important for the society that environmentally friendly products are presented to the market in line with the collectivism values and that positive attitude is established; because there is a positive relationship between collectivism and environmental concern (Yeniçeri, 2008). In this process, companies need to apply strategies based on an individual’s social self-concept. The groups in which consumers are, their families and the people around them have a guiding effect on their environmentalism and green product perspectives. Therefore, social-oriented goals and group collaborations should be emphasized for people to adopt green products. Because the environmental value judgments of the society enable the individual to prefer environmental products and create a social impact on the consumer. Companies should take into consideration the opinions of the society in the decision process. Individuals should be consulted for their social integration. They should be allowed to express their feelings and thoughts. After the purchase, green consumers need to be constantly monitored. Another result of the study is the effect of self-efficacy on attitude towards green products. Knowing the environmental impact of the situation as a result of individuals’ activities contributes to their positive thinking about green products. In addition, consumers should be convinced that each individual activity within the scope of green marketing will positively affect the process. In this context, individuals should be persuaded to make the necessary effort. It is necessary to support people to find a way out for the solution of environmental problems and to share these alternative proposals with the companies. The correct functioning of such a process is under favour of that people feel themselves important. An individual’s feeling sufficient about a subject is related to having knowledge about it. Companies should inform consumers about the contribution of the use of environmentally friendly products and their impact on nature. They must convince the consumers with concrete data.

Finally, the attitude towards green products has been found to be effective on purchasing behavior. Investigation of green purchasing behavior is important in terms of the strategies to be determined by the producers; because the purchasing behavior of environmentally friendly products affects both production policies and marketing policies (Yeniçeri, 2008). Consumers review the contents label to analyze their environmental sensitivity when purchasing a product. This analysis process of consumers affects their attitudes towards products. In addition to this, it is effective for consumers to consider green products as good, pleasant and satisfying in favouring the purchase of the environmentally friendly products. These positive attitudes are a major factor in the fact that products can be preferred even if they are more expensive.

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