Abstract:

This study was done to determine the environmental sensitivity of the academic staff of the University of Kafkas, their awareness of green marketing activities and their tendencies to purchase green products. In the study, the current situation was tried to be revealed using the relative scanning model. In accordance with these purposes, the survey was carried out in October 2018 to 353 academic staff who worked in the 2017-2018 educational year at the University of Kafkas. In the analysis of the data collected with the survey management, the SPSS 21.0 package program was used. Frequency analyses, differentiation tests and correlation analyses have been performed in order to analyze the research data. As a result, this study identified significant differences between the academics’ green product purchasing trends, the awareness of green marketing activities and environmental sensitivities and the various demographic variables. Additionally, the conclusion has been that the tendencies of academics to purchase green products, green marketing activities are significantly linked in a positive direction between their awareness and environmental sensitivity.

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