Özet:

Today, with the influence of advancing technology and globalization, production and consumption are rapidly increasing. This situation leads to the rapid extinction of unlimited natural resources and environmental damage. These negative developments have increased the awareness of responsibility to the environment by realizing the damage people make to the environment. The attempt to compensate for damage to the environment has led people to change their lifestyle and consumption habits. The companies that consumers are starting to prefer environmentally friendly products are also moving in this direction. Green marketing is marketing activities aimed at consumers who want to purchase goods or services produced with environmental concerns. In this study, consumers’ environmental sensitivities and responsibilities have been sought to determine the impact on the willingness to pay for environmentally friendly products and the willingness to pay on the behavior of purchase. According to the results of the study, environmental awareness and responsibility have a positive impact on the desire to pay. It has also been concluded that the willingness to pay also has a positive impact on the purchasing behavior.

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