Abstract:

The purpose of this research is to examine green purchasing behavior and to test the role of environmental concern and perceived consumer effectiveness on green purchasing behavior in Thrace Region. Moreover the research tries to understand the role of three demographic variables (age, gender SES) on the consumers’ attitudes and behavior. The empirical analysis of the research is based on data obtained from 500 consumers living in Thrace Region. The data were analyzed using multiple regression analysis, and t-test analysis. Results of the study highlights that both environmental concern and perceived consumer effectiveness exert influences on consumers' green purchasing behavior.  Besides, significant age differences were found on environmental concern and green purchasing behavior. Moreover, results showed that age moderates the relationship between environmental concern and green purchasing behavior such that the relationship would be stronger in older people.  Finally, no significant relationship appeared between gender, socioeconomic status and green attitudes and behavior.  Keywords: Green Marketing, Green Consumer, Environmental Concern, Perceived Consumer Effectiveness, Green Purchasing, Demographics.

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