Sürdürülebilir Kalkınma Odaklı Çevre Dostu Ürün Tasarımının Satın Alma Niyeti ve Tüketici Kabulü Üzerindeki Etkisi: Algılanan Değer, Algılanan Kalite ve Algılanan Maliyetin Aracılık Rolü

Abstract

The aim of this study is to examine the impact of sustainable development-oriented eco-friendly product design on purchase intention and consumer acceptance, and to reveal the mediating roles of perceived value, perceived quality, and perceived cost in this relationship. Within the proposed research model, the direct effects of eco-friendly product design on perceptual evaluations were tested, as well as the effects of these perceptual variables on purchase intention and consumer acceptance. In addition, the mediating role of purchase intention in the relationship between eco-friendly product design and consumer acceptance was analyzed. Within the scope of the quantitative research method, data were collected from 405 respondents, and the obtained data were analyzed using the SPSS and AMOS statistical software. The findings indicate that eco-friendly product design has a positive and significant effect on perceived value and perceived quality, while it has a negative and significant effect on perceived cost. Furthermore, perceived value and perceived quality positively influence purchase intention, whereas perceived cost has a negative effect. Mediation analyses reveal that perceived value, perceived quality, and perceived cost play partial mediating roles in the relationships between eco-friendly product design and both purchase intention and consumer acceptance. Finally, purchase intention was found to partially mediate the relationship between eco-friendly product design and consumer acceptance. Overall, the results demonstrate that eco-friendly product design influences consumer behavior through multidimensional perceptual and behavioral mechanisms.