Abstract:

Increasing conscious consumers and environmental sensitivity has led to the emergence of new approaches in marketing literature. One of these approaches is the concept of green product which is about environmental sensitivity. With this concept, green product is that do not harm the natural resources, affect the health in the negative direction and support the recycling gain importance. The fact that consumers have different demographic characteristics causes differentiation of their wishes and needs, for this reason, the thoughts on green products are also changing. For this reason, this study focuses on green product purchasing behaviors. The behavior of X, Y and Z generation consumers who have different demographics to buy green products is examined. For this purpose, a total of 435 questionnaires were collected by face-to-face survey method from X, Y and Z generation consumers. Frequency analysis, t test and ANOVA tests were applied to the obtained data with SPSS 25.0 statistical program. According to the results; it is found that women are more sensitive than men and that married participants are more likely to buy green products than single participants. In addition, when viewed from generation to generation, X generation participants are more sensitive to green products than Y and Z generations and are more willing to buy green products.

Keywords: