Abstract:

In recent years, environmental trends in consumers' purchasing behavior have made it important for companies to produce and sell eco-friendly products. Green marketing has become a major issue for those who want to differ and who give value of consumers to buy eco-friendly products. Although there are studies about green marketing in the literature, it is seen that these studies do not include with consumer values, trust, perceived quality and risk concepts. For this reason, this study aims to contribute to green marketing literature and to identify issues that may be important in the eco-friendly applications. In this study, the importance of emotional and ecological value, perceived quality, perceived risk and in particular, the trust among eco-friendly products, has been investigated. During the research, face-to-face questionnaire was used and 210 people who purchased eco-friendly electronic products in Istanbul attend the survey. According to the results, perceived quality and trust for these products were determined to be effective in purchasing eco-friendly products for consumers. Moreover, emotional value is effective in creating perceived quality for eco-friendly products, and perceived quality is effective on trust.

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