Examining the effects of green marketing on the purchasing behaviours of consumers in socio-demographic aspects

Authors : Adnan Veysel Ertemel, Anıl Turkoglu

Pages : 704-710

Doi:10.24289/ijsser.293288

View : 8 | Download : 7

Publication Date : 2017-04-11

Article Type : Research

Abstract :The rapidly developing globalization has brought along many problems with it. The biggest ones of those problems are the environmental problems that directly affect all humanity. These problems that have a negative effect human health caused the consumers to worry about their futures. With the consumers starting to understand the consequences of the damages they impose on the environmental due to their own actions, changes occurred in their purchasing behaviors and they started to turn to green products. This change in the consumer behavior provided the marketers to make revisions in their general marketing techniques and to bring about the green marketing approach. The marketing of environmental friendly products started to be performed with green marketing techniques thanks to this approach and it was aimed to minimize the environmental damage caused by the consumers and manufacturing companies. In this research, a survey is conducted that measures the influence of green marketing works on the purchasing behaviors. The most significant results to confer from this research are as follows: the green marketing purchasing behavior of female consumers is significantly different than the male consumers. However, there is no relation between the age, educational status, income and professions and their other relevant socio-demographic properties and their green purchasing behaviors. In addition to all this, it has been conferred that the consumers could pay more for the green products
Keywords : Green Marketing, Consumer Purchase Behaviour, Green Marketing Mix, Green Marketing Tool