Green Purchase Intention of Young Turkish Consumers: Effects of Consumer's Guilt, Self-monitoring and Perceived Consumer Effectiveness

Abstract

This research introduces the results from a quantitative study of young Turkish consumers regarding how the consumer guilt, self-monitoring and perceived consumer effectiveness influence their green consumption intention. The purpose of this research was to provide an empirical study to explain the direct and indirect effects of three special factors on the green consumption; as well as the first two factors’ impact on the perceived consumer effectiveness. In this context, a conceptual model has been proposed and subjected to empirical verification with the use of a survey data collected from 172 university students. The study revealed that perceived consumer effectiveness is the most influential construct on green purchase intention. Consumer guilt has been found to have both direct and indirect enhancing effects on green purchase intention of young consumers. While more empirical research is required to test the long term engagement of the young consumers, the future research would be focused on the daily green consumption habits of consumers.