Abstract:

The marketing activities that enterprises carry out in order to meet consumers, customers, personal, family or industrial needs and needs in order to protect the environment or nature can be defined as green marketing. When the customer’s requests are met, the goal is not to damage the environment when it is possible. This study examined the role of mediation between the intention of green marketing applications to purchase environmentally friendly products and the brand image. In the analysis of the data, SPSS 18 and AMOS 22 programmes were used. Based on the analyses made, the green marketing applications have found that the green advertising size is p<0.05 in relation to the brand image that is the medium variable and that the medium of that size has an impact on the medium variable. It is also found that the meaningful relationship between the green marketing sizes and the intention of purchase has disappeared because the brand image affects the intention of purchase (ß=0,90; p<0,05) when the model instrument is incorporated into the variable. Thus, the relationship between the green marketing sizes and the intention of buying has been seen as an instrumental effect of the brand image.

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