THE EFFECT OF GREEN ADVERTISEMENT AND ENVIRONMENTAL CONSCIOUSNESS ON GREEN PRODUCT PURCHASE
YEŞİL ÜRÜN SATIN ALMADA YEŞİL REKLAM ve ÇEVRE BİLİNCİNİN ETKİSİ

Author : Sibel AYDOĞAN -- Nurşah DİNAR
Number of pages : 229-252

Abstract

With the increasing consumption of natural resources due to unconscious consumption in the world and the start of environmental problems, the government, various organizations and the media have begun to give more space to the environment. As a result of changes in consumer behavior, businesses have begun to integrate both production and marketing activities into this understanding. Advertising is defined as green advertising, which means that the business adopts a green lifestyle, does not harm the environment in its products and services, and works to improve the environment. This study examines whether green advertising and environmental awareness, which is one of the green marketing activities, is an influence on the green product purchasing activity. 405 participants in Istanbul province were reached by convenience sampling method. As a result of the study, it was seen that green advertising affected the intention to buy green. In addition, demographic differences were tested on green product purchasing and gender differences were found.

Keywords

Green Marketing, Green Product, Green Advertisement, Environmental Consciousness

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