The effect of individual innovation on the ecological footprint awareness and green purchasing behaviors of generation X, Y, Z sports consumers

The aim of this study is to investigate the effect of individual innovativeness on the ecological footprint awareness and green purchasing behaviors of X, Y, Z generation sports consumers. The sample of the research consists of sports consumers living in the Aegean Region, who are in the age scale of X generation (1965-1979), Y generation (1980-1999) and Z generation (2000-2019). Questionnaire method was used as data collection tool in the research. Individual Innovation Scale, adapted in Turkish by Kılıçer and Odabaşı (2010), Ecological Footprint Awareness Scale developed by Coşkun and Sarıkaya (2014), and Green Purchasing Behavior Scale developed by Uyar (2019) were used as measurement tools. The data obtained in the research were evaluated in the computer environment through the SPSS 22,0 statistical program. Frequency and percentage analyzes were used to determine the descriptive characteristics of sports consumers participating in the research, and average and standard deviation statistics were used to examine the scale. Kurtosis and Skewness values were examined to determine whether the research variables showed a normal distribution. It was determined that the variables showed normal distribution. Parametric methods were used in the analysis of the data. Differences between the ratios of categorical variables in independent groups were analyzed with the Chi-Square test. The relationships between the dimensions that determine the scale levels of sports consumers were examined through Pearson Correlation and Linear Regression analyzes. Independent t-test, one-way analysis of variance (Anova) and post hoc (Tukey, LSD) analyzes were used to examine the differences in scale levels according to the descriptive characteristics of sports consumers. Significance level was accepted as p<0.05. As a result, it has been determined that according to the individual innovativeness levels of X, Y, Z generation sports consumers, ecological footprint awareness is higher in X and Y generations and individual innovativeness has an effect on green purchase intention and green purchasing behavior in X generation.