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• MakaleAçık Erişim2026Scopus SJRQ1/r/gumushane/12282
  Green Transformational Leadership, Creativity, and Organizational Culture: A Structural Model of Pro-Environmental Behavior in an Emerging Cosmetics Market

  Baltacı, Duygu Çınar; Büyükbeşe, Tuba

  Understanding the behavioral foundations of green transformation within firms requires attention to both leadership processes and the motivational mechanisms that shape employee action. Drawing on transformational leadership theory, the resource-based view, and self-determination theory, this study investigates how green transformational leadership (GTL) relates to pro-environmental behavior (PEB) through the creative and contextual conditions that support intrinsic motivation. Survey data from 1063 employees in the Turkish cosmetics industry were analyzed using structural equation modeling. The results indicate that green creativity (GC) transmits the influence of GTL on PEB, whereas green organizational culture (GOC) strengthens the conditions under which this influence is expressed. These findings clarify how leadership, creativity, and cultural support jointly underpin employees' environmental engagement. The study contributes to research on organizational greening by highlighting the motivational and contextual pathways through which leadership encourages sustainable behavior in emerging market settings.

  AtıfScopus2·WoS1·OpenAlex1

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• MakaleAçık Erişim2026Scopus SJRQ1/r/gumushane/12206
  The mediating role of attitudes in the effect of human and environment-centered value orientation on green cosmetic product purchasing behavior: comparison of different countries

  Baltacı, Duygu Çinar; Durmaz, Yakup; Baltacı, Furkan

  The growing concern for environmental issues has reached a critical level, demanding immediate attention. With the widespread integration of cosmetic products into daily routines, the escalating environmental impact cannot be ignored. Consumers are increasingly scrutinizing the environmental footprint of their purchases and the practices of manufacturing companies. To maintain their competitive edge, businesses must proactively understand and address the evolving needs and expectations of their consumers. This study aims to reveal the relationships between consumers’ environmental values, attitudes toward green products, and green cosmetics purchasing behaviors to guide decision-makers in the cosmetics industry. In addition, the study also evaluated the impact of consumers’ cultural backgrounds on their attitudes toward green products and their purchasing behaviors in the green cosmetics sector. We conducted a comprehensive online survey by collecting primary data from 883 respondents from 10 countries in Asia and Europe. Our analysis used partial least squares (PLS) with SMART PLS to comprehensively examine the interrelationships between variables. An ecocentric orientation positively influences attitudes and purchasing behavior toward green cosmetic products, while an anthropocentric orientation has a negative effect. Additionally, consumers’ attitudes mediate the impact of environmental attitudes on purchasing behavior and counteract the negative effect of anthropocentric attitudes. Cultural differences significantly impact consumers’ attitudes and purchasing behavior for green cosmetics. The study’s findings offer valuable insights for cosmetic companies dealing with growing demand for cosmetic products and environmental awareness. The empirical support for existing literature is significant, and the study’s structural model enriches the green cosmetics literature. It’s essential to consider both consumers and producers for sustainable green cosmetic production, ensuring profitability and encouragement for producers.

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  AtıfScopus15·WoS12·OpenAlex11

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• MakaleAçık Erişim2024Scopus SJRQ2/r/gumushane/14335
  The relationships between the multidimensional planned behavior model, green brand awareness, green marketing activities, and purchase intention

  Baltaci, Duygu Çinar; Durmaz, Yakup; Baltaci, Furkan

  Introduction: This study investigates the determinants impacting consumer purchasing behavior. Methods: Utilizing multidimensional planned behavior theory alongside measures of brand awareness and green brand awareness, this study examines the mediating role of multidimensional planned behavior theory. Empirical data were gathered through a survey conducted among Generation Z university students, yielding 638 responses. Analysis was performed on 590 valid responses. Results: Findings indicate that green marketing initiatives and green brand awareness positively influence consumers’ purchase intentions. Subdimensions of the theory of planned behavior (TPB), namely, attitude, subjective norms, and perceived behavioral control, serve to strengthen these relationships and mediate the interaction process. Conclusion: This study contributes novel insights to the burgeoning field of green marketing literature, offering a structural model for firms and policymakers. It suggests that companies can effectively engage in informal consumer education through green marketing efforts, thereby influencing consumers’ purchasing decisions via planned behavior. Moreover, such activities foster an increase in consumers’ green brand awareness, providing companies with an opportunity to promote conscious consumer behavior. The study's utilization of the TPB is both timely and original, particularly in its alignment with the United Nations 2030 Sustainable Development Goals.

  AtıfScopus24·WoS14·OpenAlex32

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