The effects of death anxiety, health anxiety and environmental anxiety on intention to purchase eco-friendly product and consumption behavior

The study aims to examine the effects of death anxiety, health anxiety and environmental anxiety on the intention to purchase eco-friendly product and consumption behavior. The other purpose of the study is to determine the mediating role of health anxiety, environmental anxiety and the intention to purchase eco-friendly product. Death anxiety, health anxiety, environmental anxiety, intention to purchase eco-friendly products and eco-friendly consumption behavior scales were used in the research. The death anxiety scale was taken from the study of Sarıkaya and Baloğlu (2016); the health anxiety scale was taken from the studies of Salkovskis et al. (2002); and the environmental anxiety scale was taken from the studies of Straughan and Roberts (1999). The scale of intention to purchase eco-friendly product was taken from the studies of Song et al. (2012), and the scale of eco-friendly consumption behavior was taken from the studies of Lee (2008). People who buy eco-friendly products were reached by online survey method and the data of 465 participants were analyzed. Research data were analyzed within the scope of Partial Least Squares Structural Equation Modeling. After ensuring the validity and reliability of the measurement model, the structural model was evaluated, the hypotheses were tested. As a result of hypothesis testing, a significant effect of exposure factor of death anxiety on health anxiety was determined. The suffering factor of death anxiety influenced environmental anxiety. Environmental anxiety, on the other hand, has an effect on the intention to purchase eco-friendly product. The intention to purchase eco-friendly product also had an impact on eco-friendly consumption behavior. Another result reached in the study is that environmental anxiety has a mediating role between death anxiety and the intention to purchase eco-friendly product. The mediating role of the intention to purchase eco- friendly products between environmental anxiety and eco-friendly consumption behavior is one of the research results. Based on the results of the research, it is seen that death anxiety is the basis of health anxiety and environmental anxiety. In addition, death anxiety is the basis of consumers' intention to purchase eco-friendly product and their consumption behaviors. There is not yet a study examining the role of only anxieties in the intention to purchase eco-friendly product and consumption behavior suggests that the study is original. The results of the study are expected to shed light on future studies and practice. Keywords: Death Anxiety, Health Anxiety, Environmental Anxiety, Intention to Purchase Eco-Friendly Product, Eco-Friendly Consumption Behavior