Özet:

Companies implement competitive strategies to grow in the area they operate. These strategies continue to be transformed today. The environmental problems on the planet are transmitted to people through all media means. With the environmental awareness that begins to develop, civil society organizations, governments and enterprises are engaged in environmental initiatives. Business-specific initiatives can directly affect consumer purchasing behavior. Environmental transformation has also influenced the marketing activities that occur in all the business functions. In parallel with the developments, the marketing karma has been reorganized as green product, green price, green distribution and green holding. This study first discussed the concept of green marketing and the sub-elements, and then a survey conducted among university students and the environmental study in sales behavior. The relevant review was carried out by taking advantage of the scales related to the importance of consumer purchasing decisions, the reasons why consumers do not prefer or do not prefer environmental products, the scales related to the scale of the information obtained about the environmental level of products.