The impact of environmental awareness and eco-friendly product preferences on consumer purchase intention in online shopping: A field research in Turkiye

Today, increasing environmental problems have become one of the important factors affecting individuals' consumption behaviors. The growing environmental awareness encourages consumers to act more consciously and responsibly during their purchasing processes. In this context, examining the effects of factors such as environmental awareness, saving tendencies, and attitudes toward the reusability of products on consumer behavior has gained importance. The main purpose of this study is to examine the effect of consumers' environmental awareness levels on unnecessary purchasing behavior through saving attitudes and reusability attitudes. In this direction, the relationships among environmental awareness, saving attitude, reusability attitude, and unnecessary purchasing behavior were analyzed. The sample of the study consists of 427 participants who have online shopping experience across Türkiye. The research data were collected through an online survey method. The obtained data were evaluated using statistical analysis methods. The validity and reliability of the scales were tested through confirmatory factor analysis, and the relationships between variables were examined using a structural equation model. According to the findings of the study, environmental awareness has a positive and significant effect on saving attitude and reusability attitude. In addition, saving and reusability attitudes were found to have a negative effect on unnecessary purchasing behavior. Furthermore, environmental awareness was found to have indirect effects on unnecessary purchasing behavior.