Abstract:

Responding to the world community's call for global sustainability awareness; in addition to the environmental dimension, it also requires the integration of human knowledge fields into the process by including the social and economic dimension. With this motivation, the main aim of this study is to investigate the impact of green marketing perception on purchasing environmentally sensitive products and in addition to this, secondary purpose is to determine the mediating role of sustainable consciousness. In this direction, the data obtained on the basis of a quantitative research were analyzed with statistical techniques such as descriptive statistics, factor analysis, independent sample t-test, one-way analysis of variance (ANOVA), and correlation and regression analysis. The findings reveal that the perception of green marketing has an impact on purchasing environmentally friendly products, and that sustainable consciousness partially mediates the effect of perception of green marketing on purchasing behavior of environmentally friendly products.

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