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Green Marketing and Its Impact on Consumer Buying Behavior

Journal Name:

  • European Journal of Economic and Political Studies

Publication Year:

  • 2012

Key Words:

Author NameUniversity of Author
Abstract (2. Language): 
This study aims to give information about the effect of green marketing on customers purchasing behaviors. First of all, environment and environmental problems, one of the reason why the green marketing emerged, are mentioned, and then the concepts of green marketing and green consumer are explained. Then together with the hypothesis developed literature review has been continued and studies conducted on this subject until now were mentioned. In the last section, moreover, questionnaire results conducted on 540 consumers in Istanbul are evaluated statistically. According to the results of the analysis, environmental awareness, green product features, green promotion activities and green price affect green purchasing behaviors of the consumers in positive way. Demographic characteristics have moderate affect on model.
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