Abstract:

With the increasing environmental concerns, environmental protection efforts emerge as an important factor in the purchasing decision process for ecologically conscious consumers. In this context, the concept of green marketing has great importance for both businesses and consumers. The purpose of this article is to investigate the effects of ecologically conscious consumer behavior, green marketing awareness, greenwash and green advertising receptivity on consumers' purchase intention for eco-friendly cosmetics. For this purpose, a quantitative research has been carried out. Questionnaire was used as data collection tool. The questionnaire was applied online to 341 participants. Multiple linear regression analysis was used to test the hypotheses. As a result of the analysis, it was seen that ecologically conscious consumer behavior, green marketing awareness and green advertising receptivity positively and statistically significant affected consumers’ purchase intention for eco-friendly cosmetics whereas it was concluded that greenwash did not have a statistically significant effect on consumers’ purchase intention for eco-friendly cosmetics.

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