The Impact of Sustainable Development-Oriented Eco-Friendly Product Design on Purchase Intention and Consumer Acceptance: The Mediating Roles of Perceived Value, Perceived Quality, and Perceived Cost
DOI:
https://doi.org/10.63556/tisej.2026.1871Keywords:
Eco-Friendly Product Design, Perceived Value, Perceived Quality, Perceived Cost, Purchase IntentionAbstract
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.
References
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T
Arslan, M. (2023). Tüketicilerin çevre dostu ürünleri satın alma niyetini etkileyen faktörler (Yüksek lisans tezi). Atılım Üniversitesi.
Bocken, N. M. P., Short, S. W., Rana, P., & Evans, S. (2014). A literature and practice review to develop sustainable business model archetypes. Journal of Cleaner Production, 65, 42–56. https://doi.org/10.1016/j.jclepro.2013.11.039
Bozbay, Z., Güleç, M., & Zulfugarova, N. (2019). Çevre dostu ürün satın alma niyetinde algılanan kalite, algılanan risk ve güvenin rolü. Dokuz Eylül Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 21(4), 1147–1171. https://doi.org/10.16953/deusosbil.507915
Carrington, M. J., Neville, B. A., & Whitwell, G. J. (2010). Why ethical consumers don’t walk their talk: Towards a framework for understanding the gap between ethical purchase intentions and actual buying behaviour. Journal of Business Ethics, 97, 139–158. https://doi.org/10.1007/s10551-010-0501-6
Chen, Y.-S., & Chang, C.-H. (2012). Enhance green purchase intentions: The roles of green perceived value, green perceived risk, and green trust. Management Decision, 50(3), 502–520. https://doi.org/10.1108/00251741211216250
Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers’ product evaluations. Journal of Marketing Research, 28(3), 307–319. https://doi.org/10.2307/3172866
Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention, and behavior: An introduction to theory and research. Addison-Wesley.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39–50. https://doi.org/10.2307/3151312
Garvin, D. A. (1987). Competing on the eight dimensions of quality. Harvard Business Review, 87603, 101–109.
Geissdoerfer, M., Savaget, P., Bocken, N. M. P., & Hultink, E. J. (2017). The circular economy – A new sustainability paradigm? Journal of Cleaner Production, 143, 757–768. https://doi.org/10.1016/j.jclepro.2016.12.048
George, D., & Mallery, P. (2016). IBM SPSS statistics 23 step by step: A simple guide and reference (14th ed.). Routledge.
Gleim, M. R., Smith, J. S., Andrews, D., & Cronin, J. J. (2013). Against the green: A multi-method examination of the barriers to green consumption. Journal of Retailing, 89(1), 44–61. https://doi.org/10.1016/j.jretai.2012.10.001
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate data analysis (8th ed.). Cengage.
Hayes, A. F. (2018). Introduction to mediation, moderation, and conditional process analysis: A regression-based approach (2nd ed.). The Guilford Press.
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135. https://doi.org/10.1007/s11747-014-0403-8
Holbrook, M. (1999). Consumer value: A framework for analysis and research. Routledge.
Hu, L., & Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling: A Multidisciplinary Journal, 6(1), 1–55. https://doi.org/10.1080/10705519909540118
Jaiswal, D., & Kant, R. (2018). Green purchasing behaviour: A conceptual framework and empirical investigation of Indian consumers. Journal of Retailing and Consumer Services, 41, 60–69.
Karlsson, R., & Luttropp, C. (2006). EcoDesign: What’s happening? An overview of the subject area of EcoDesign and of the papers in this special issue. Journal of Cleaner Production, 14(15–16), 1291–1298. https://doi.org/10.1016/j.jclepro.2005.11.010
Liu, X., Kim, T.-H., & Lee, M.-J. (2025). The impact of green perceived value through green new products on purchase intention: Brand attitudes, brand trust, and digital customer engagement. Sustainability, 17(9), 4106. https://doi.org/10.3390/su17094106
Luchs, M. G., Naylor, R. W., Irwin, J. R., & Raghunathan, R. (2010). The sustainability liability: Potential negative effects of ethicality on product preference. Journal of Marketing, 74(5), 18–31. https://doi.org/10.1509/jmkg.74.5.18
Ng, P. M. L., Cheung, C. T. Y., Lit, K. K., Wan, C., & Choy, E. T. K. (2024). Green consumption and sustainable development: The effects of perceived values and motivation types on green purchase intention. Business Strategy and the Environment, 33(2), 1024–1039. https://doi.org/10.1002/bse.3535
Ottman, J. A. (2011). The new rules of green marketing, strategies, tools, and inspiration for sustainable branding (1st ed.), Routledge.
Peattie, K. (2010). Green consumption: Behavior and norms. Annual Review of Environment and Resources, 35, 195–228. https://doi.org/10.1146/annurev-environ-032609-094328
Pigosso, D. C. A., McAloone, T. C., & Rozenfeld, H. (2015). Characterization of the state-of-the-art and identification of main trends for ecodesign tools and methods: Classifying three decades of research and implementation. Journal of the Indian Institute of Science, 94(4), 405–427.
Polyportis, A., Mugge, R., & Magnier, L. (2022). Consumer acceptance of products made from recycled materials: A scoping review. Resources, Conservation and Recycling, 186, 106533. https://doi.org/10.1016/j.resconrec.2022.106533
Preacher, K. J., & Hayes, A. F. (2008). Asymptotic and resampling strategies for assessing and comparing indirect effects in multiple mediator models. Behavior Research Methods, 40(3), 879–891. https://doi.org/10.3758/BRM.40.3.879
Purvis, B., Mao, Y., & Robinson, D. (2019). Three pillars of sustainability. Sustainability Science, 14, 681–695. https://doi.org/10.1007/s11625-018-0627-5
Rogers, E. M. (2003). Diffusion of innovations (5th ed.). Free Press.
Suki, N. M. (2016). Consumer environmental concern and green product purchase in Malaysia: structural effects of consumption values. Journal of Cleaner Production, 132, 204–214.
Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of Retailing, 77(2), 203–220. https://doi.org/10.1016/S0022-4359(01)00041-0
Testa, F., Iraldo, F., Vaccari, A., & Ferrari, E. (2015). Why eco-labels can be effective marketing tools: evidence from a study on Italian consumers. Business Strategy and the Environment, 24(4), 252–265. https://doi.org/10.1002/bse.1821
United Nations. (2015). Transforming our world: The 2030 agenda for sustainable development. https://sdgs.un.org/2030agenda
White, K., Habib, R., & Hardisty, D. J. (2019). How to SHIFT consumer behaviors to be more sustainable: a literature review and guiding framework. Journal of Marketing, 83(3), 22–49. https://doi.org/10.1177/0022242919825649
World Commission on Environment and Development, WCED (1987). Our common future. UN Documents.
Yusifov, T. (2021). Tüketicilerin çevre dostu ürün değerlendirmelerine ilişkin bir araştırma (Yüksek lisans tezi). Ondokuz Mayıs Üniversitesi.
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means–end model and synthesis of evidence. Journal of Marketing, 52(3), 2–22. https://doi.org/10.1177/002224298805200302
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Third Sector Social Economic Review
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
