Abstract:

Globalization, technological progress, population growth rate and consumer expectations have led to an increase in competition among enterprises. This increase has also increased environmental pollution. This increase triggered increasingly environmental problems and increased concerns about leaving a habitable world for future generations. Due to the scarcity of natural resources, consumers have started to be sensitive to high levels of public environmental awareness. This sensitivity has aroused green marketing practices with consumers buying eco-friendly green products. The aim of this study is to determine the relationship between environmental sensitivity of consumers, green marketing and consumer purchasing decision. For this purpose 210 consumers were voluntarily reached at the SERA shopping center in Kütahya province. Positive correlation was found between environmental sensitivity and consumer purchasing decision. In addition, positive directional significant relationships between green marketing and consumer purchasing decision were determined. There was no significant difference between gender and environmental awareness among demographic variables, green marketing and consumer purchase decisions. While there was a significant difference between demographic variables and marital status, environmental sensitivity and consumer purchasing decision, no significant difference was found between green marketing. It was also found that consumers would pay 21.15% more when they wanted to buy eco-friendly products.

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