Özet:

One of the effective approaches to achieving the goals of increasing the number of environmentally sensitive, informed and active consumers is the social marketing approach. The approach requires the division of the target audience to create a voluntary change in consumer behavior and the development of specific strategies for each target audience. One of the many dividing criteria is the age marketing and social marketing campaigns designed for different purposes, which are easy to use as a dividing criterion. However, social marketers need to know if there is an effective segmentation variable for social marketing campaigns designed to promote age-environmental consumption. In this context, it should be assessed whether there is a criterion that consumers of age can distinguish from poor groups according to the frequency of their environmentally friendly or harmful behaviors and the strength of environmental attitudes. To be able to respond to this need at a certain level, this study aims to study the existing empirical findings of the relationship between the age and environmental attitudes and behaviors of the Turkish consumers and to reveal the nature of the relationship. The national publications that study the relationship between the feelings, thoughts and behaviors of Turkish consumers regarding environmental consumption with age have been scanned and the findings have been collected. Although there are rarely contradictory findings, it is understood that environmental values, attitudes, general and specific (energy savings, volunteer simplicity, etc.) environmentally sensitive consumption trends are generally related to age. The findings also show that the orientation of the relationship between the Turkish consumers’ age and environmental consumption trends is positive, in other words, young consumers are more sensitive to older consumers in terms of environmental consumption. Considering the results in national research, it is possible to conclude that there is an appropriate dividing criterion for social marketing campaigns that will be organized to support environmental consumption in Turkey. Finally, the study discussed the possible reasons why environmental consumption trends were lower in young people, and presented recommendations for future research.

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