Abstract:

Companies have headed to the green marketing activities due to the increase in environmentally conscious and ecofriendly consumers, and due to the consumer preferences of the environmentally friendly products/green products while purchasing a product. It is important to determine the dimensions of the environmental awareness of consumers and the shape marketing activities in this context. In this study, the dimensions of the environmental awareness and the effect of these dimensions on green product purchasing behavior are examined. In this context, an application was carried out towards the students of Ordu University. The dimensions constituting the environmental awareness (ecological awareness, personal awareness and behavioral awareness) are determined by using factor analysis. It was found that there is an internal correlation between green product purchases and all three factors. The regression analysis is conducted to determine the effect of environmental awareness on green product purchases. From the analysis results it has stated that the personal awareness and ecological awareness which are dimensions of environmental awareness are jointly effective on green product purchases. As a result, it can be said that focusing on marketing activities to improve environmental concern and to emphasize the importance of individual efforts towards environment and especially addressing on communication efforts can positively affect green product demand.

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