Abstract:

Purpose - Green product is a product that does not contain any toxic substances, is produced using environmentally friendly processes and approved by an independent organization. Here, the future of public health and the environment must be guaranteed in the entire supply chain that continues from the raw material to the end user. The aim of this study is to study the behavior of consumers towards green products in the eastern Black Sea region of Turkey. For this purpose, the environmental consciousness in consumers is investigating the perceived value to the green product, the attitude to the green product, the subjective norm and the perceived impact of behavioral control. The effect of these variables on the intention of buying the green product is also studied. Method - The study’s data, in which the Ajzen’s Planned Behavior Theory is mainly used, is easily obtained using the sampling method with consumers on the web and face-to-face surveys. The data collected was tested through SmartPLS structural equality modeling and SPSS v23 statistical program. The findings - Environmental consciousness, the attitude towards the green product, the subjective norm, the perceived behavioral control and the perceived value towards the green product. The attitude, the perceived behavioral control and the perceived value have an impact on the intention of purchasing, but only the subjective standard has not been found to be effective in the intention of purchasing. Environmental consciousness is statistically high in men compared to women, but there is no significant difference in other variables according to gender. Discussions - It is clear that consumers prefer green products is influenced by the individual and social environment. With the communication work to be done, increased awareness is believed that the stakeholders in the supply chain will be able to develop awareness, attitudes and perceptions towards green products. It is believed that the results obtained will be supporting all stakeholders in the supply chain in the decision-making processes.