Thesis (MA) - Cyprus International University. Institute of Graduate Studies and Research Marketing Management Department

Includes bibliography (sheets 45-49)

ABSTRACT
This study investigates the influence of symbolic cues and individual characteristics
on Adoption Intention in the context of sustainability in North Cyprus. The analysis is
based on a sample of 157 respondents. The results reveal that Environmental Symbols
significantly impact Adoption Intention, indicating that individuals in North Cyprus
are more inclined to adopt sustainable practices when exposed to symbols associated
with environmental consciousness. Similarly, the presence of Innovation Symbols
positively influences Adoption Intention, highlighting the role of symbols related to
technological advancements in shaping individuals' intentions to adopt
environmentally friendly practices. Furthermore, the study identifies moderation
effects, demonstrating that individuals with higher levels of Face Consciousness and
Technological Enthusiasm are more influenced by Status Symbols and Innovation
Symbols, respectively. These findings emphasize the importance of considering
symbolic cues and individual characteristics when designing interventions to promote
sustainable behavior in North Cyprus. The implications of the study suggest the
utilization of Environmental and Innovation Symbols, as well as the customization of
interventions to align with individual motivations and aspirations. While the study
provides valuable insights, limitations include the sample size and reliance on selfreport measures. Further research should explore larger and more diverse samples,
employ mixed-method approaches, and investigate additional variables and causal
relationships. These recommendations can guide stakeholders in fostering sustainable
behavior and contributing to a more environmentally conscious society in North
Cyprus.
Keywords: Adoption intention, Environmental enthusiasm, Face consciousness,
North Cyprus, Symbolic consumption, Technological enthusiasm.