Gerilla Pazarlamanın Yeşil Satın Alma Niyetine Etkisinde Çevre Kaygısının Aracılık Rolü
The Mediating Role of Environmental Concern in the Effect of Guerrilla Marketing Tactics on Green Purchasing Intention

Summary/Abstract: Purpose – The main purpose of the research is to examine the effects of guerrilla marketing tactics on consumers' environmental concerns and green consumption intentions. In addition, the mediating role of environmental concern between guerrilla marketing and green purchase intention was determined as a secondary objective. Design/methodology/approach - In line with the determined purpose, 255 consumers who have information about the concept of guerrilla marketing were surveyed as face-to-face and with forms created in the electronic environment. Participants were selected by judgmental/purposive sampling method. Frequency analysis, factor analysis, reliability analysis, correlation analysis and regression (PROCESS) analysis were performed using the SPSS 25 package program. Hayes Macro Model 4 was used in the PROCESS analysis. Findings – As a result of the study, it was seen that the components of guerrilla marketing (ambient marketing, ambush marketing, stealth marketing and viral marketing) have a significant effect on environmental concern and green purchase intention. In addition, a partial mediation role of environmental concern was determined in the effect of ambient marketing, ambush marketing and stealth marketing, which are guerrilla marketing components, on green purchase intention. Discussion – The results show that guerrilla marketing, one of the non-traditional marketing methods, can be used to spread to large masses of sustainability, environmentally friendly consumption or green purchasing trends. It is thought that with green guerrilla marketing, products can be successfully marketed in various ways and this method is an innovative way of acting ethically and socially for sustainable development.

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