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

Yıl 2017, Cilt: 3 Sayı: 3, 704 - 710, 12.03.2017

Adnan Veysel Ertemel , Anıl Turkoglu

https://doi.org/10.24289/ijsser.293288

Öz

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

Anahtar Kelimeler

Green Marketing, Consumer Purchase Behaviour, Green Marketing Mix, Green Marketing Tool

Kaynakça

• Grundey, D., & Zaharia, R.M. (2008). Sustainable incentives in marketing and strategic greening: the cases of Lithuania and Romania. Baltic Journal on Sustainability, 14(2), pp.130-143.
• Jansson, J., Marell, A., & Nordlund, A. (2010). Green consumer behavior: determinants of curtailment and eco-innovation adoption, Journal of Consumer Marketing, pp.358- 370.
• Peattie, K., & Crane, A. (2005). Green marketing: legend, myth, farce or prophesy 8(4). Qualitative Market Research: An International Journal, pp.357-370.
• Young, CW, Hwang, K, McDonald, S and Oates, C (2010) Sustainable consumption: green consumer behaviour when purchasing products. Sustainable Development, pp.18-31