The Effect of Thriftiness and Environmental Attitudes on Consumer Intentions: An Evaluation in the Context of Green Product Purchasing

Abstract

Purpose - This study examines the effect of individuals' thriftiness levels and environmental attitudes on their intention to purchase green products.
Design/ methodology/approach - This study utilized the survey technique, one of the quantitative research methods, to examine the relationships between variables. Data were collected online from individuals aged 18 and over living in Karabük province using simple random sampling. Data were collected from 346 individuals. The collected data were tested using the SPSS statistical analysis program. Regression analyses were performed to examine the relationships between variables.
Findings - The results of the analyses revealed that both frugality levels (β=.35 ; R²=.12) and attitude towards the environment (β=.58 ; R²=.34) have significant effects on intention to green product purchasing behavior. Additionally, it was observed that both variables together were decisive in intention to green product purchasing behavior (frugality β=.53/ attitude towards the environment β=.13 ; R²=.36 ).
Discussion - With the rise in environmental issues today, increasing environmental awareness is leading individuals to develop eco-friendly and sustainable consumption habits. With these habits, consumers have begun to prefer products that are designed, manufactured, used, and disposed of in an environmentally conscious manner, conceptualized as green products. The findings reveal the decisive role of thriftiness in the intention to purchase green products and the importance of environmental attitudes in shaping consumer behavior. Furthermore, they show that increasing individuals' level of thriftiness and developing their environmental attitudes can support green product purchasing behavior and awareness. At this point, while it becomes important to implement public policies and social campaigns aimed at raising consumer awareness, it is also crucial for businesses to consider environmental sensitivity in planning, implementing, and reaching consumers.