Abstract:

Nowadays, with the speed of technology, individuals have begun to take on a role to create awareness in environmental issues. Thus, individuals have become more sensitive to the reflection of environmental problems to the world. The environmental damage that occurs in the production processes causes irreversible damage to nature and consequently to the world. The increased expectations of consumers from brands in this regard has made it compulsory for to change their marketing understanding. The purpose of this research is to reveal the awareness, knowledge and assessments of individuals with a bachelor/graduate level of education living in Gümüşhane and with a medium/high-income level of green products. The research was carried out with a semi-configured research method of 12 people. The study found that participants had limited knowledge about green products and consumer concerns about the environment. However, according to the information obtained, the knowledge and awareness of the participants about the subject does not always reflect their purchasing behavior. This situation is closely related to various reasons among participants, such as lack of sufficient trust in the brand, the price of the product, the problem of getting to the relevant product in the Silverhouse.

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