Özet:

The purpose of this study is to investigate the influence of environmental Awareness and attitude on green purchase intention towards green products of Turkish consumers, and the target population is individuals who use green products in Turkey. This study employs a quantitative method using a causal associative approach. An empirical survey was conducted to test the hypotheses, with a sample size of 527 eco-friendly green product consumers. The collected data was analyzed using SPSS 26 and conditional process modelling software, employing a multivariate approach to assess the study model's relationships. Moreover, the overall results have confirmed that environmental Awareness and attitude have the strongest direct influence on green purchase intention. Thus, the findings could provide insights important for environmental sustainability and the views of Turkish consumers in Turkey. The findings of this study could be useful for researchers and scholars to acquire understanding of theoretical perspectives on green purchasing, in addition to helping marketers to develop green marketing strategies for long-term competitive advantage.

Anahtar Kelimeler: