A Study about the Relationship between Environmental Awareness and the Level of Awareness of Green Marketing Activities

OpenAlex İngilizce

The aim of the study is to determine whether the environmentalism, economics, consciousness, responsibility, sensitivity and media dimensions, which are effective on environmental awareness and environmentally friendly product awareness, differ with green product purchasing behavior according to the demographic characteristics of green consumers and to determine the relationship and effects between them. The quantitative method was adopted in the study and the data were collected by convenience sampling method. The sample size of the study, which collected data with an online questionnaire, consists of 404 participants. In the study; frequency analysis, descriptive statistics, validity, reliability and normality test, independent sample t test, anova analysis, correlation analysis and regression analysis were conducted. Within the scope of the study, the level of environmental awareness and awareness of environmentally friendly products and marketing activities of the participants differ according to age and educational status. According to the environmental awareness and environmentally friendly product awareness of the participants, their satisfaction with the product they purchased differs. Participants' awareness of green marketing activities shows a significant difference according to their satisfaction with the purchased product. There is a positive relationship between environmental awareness and awareness of environmentally friendly products and awareness of green marketing activities. Environmental awareness and environmentally friendly product awareness affect the level of awareness of green marketing activities. It has been determined that individuals with environmental awareness have green product purchasing behavior and most of them have environmental awareness. In addition, the majority of the participants were found to be sensitive about environmental pollution.