Impact of sustainbility and quality performance on consumer's buying behaviours

Within the scope of this study, it is aimed to identify the impacts of sustainable products' performance of quality on consumers' buying behaviour. In this study conducted on consumers, data was collected from a total of randomly selected 313 persons through convenience sampling technique by using a survey form. Data obtained through these survey forms was analysed with SPSS 21.0 and AMOS 21.0 programmes. In order to reveal causal relationship among variants, structural equation model was utilised. In order to identify construct validity of scales exploratory factor analysis was calculated, and Cronbach's alpha coefficient was calculated in order to determine reliability level. Kmo and Bartlett tests were performed in order to understand whether the scale was suitable for factor analysis. Mediation test performed through Baron and Kenny method has revealed that full mediation role of product quality performance and sustainable product perception has a direct impact on consumers' purchase behaviour. Because of the participant consumers consider that sustainable products are more healthy and beneficial, it is designated that they widely prefer sustainable products. Based on consumers' age interval and educational level, it is observed that quality has an impact on consumer behaviours. It is recognised that consumers regard the price after quality while purchasing sustainable products. According to factor analysis results of this study, the survey form affecting consumers' buying decisions is composed of four sections. The first section of the study consists of demographic characteristics, the second section of product quality performance, and the third section of consumer purchase behaviour. In the fourth and last section, the survey was completed with sustainable quality perception. The aim of the research is to investigate the effect of sustainability and product quality performance of consumer's on consumer purchasing behavior, to investigate the effect of sustainability on consumer purchasing behavior, to fully reveal whether product quality performance has a mediating effect between sustainability and consumer purchasing behavior. The variables that affect the product quality performance the most; reliability of the product, durability of the product and the design of the product. It has been observed that product quality performance affects all consumer purchasing criteria positively. The two variables that most affect the consumer purchasing behavior are the after-sales services of the product and the behaviors of the sales consultant. In sustainability, four variables have affected ecology positively. These are, respectively, the desire to have information about the ecological advantages and disadvantages of a product, the contribution of consumer effort to prevent environmental pollution, the desire to buy more environmentally friendly organic labeled products, and the preference for healthier products in product purchase. It has been observed that ecology in sustainability positively affects all consumer purchasing criteria. Two variables positively affected sustainable products. These are that the concept of sustainability is more important to society than economic growth and the willingness to pay more for healthier products. Sustainable products have been found to positively affect all consumer purchasing criteria.