Özet:

Purpose - The study was carried out with the aim of investigating the impact of green-colored activities carried out by on consumers' green purchasing behaviors. The study also sought to determine how green brand image and green brand loyalty have an instrumental impact on green purchasing behavior. Method - The universe of research is formed by individuals with experience in buying green products in Turkey. The survey technique has been used to reveal the structural relationship. A total of 410 current online surveys were analyzed using the Smart PLS Professional 3.3.3 software. Bootstrapping technique has been applied for the test of the hypotheses intended to be measured in the research. The structure of the variables, the conformity and the validity of differences are calculated. Finally, the accuracy of the hypotheses was tested with the path analysis. Results - According to the results obtained, green coloring affects the image of the green brand, the loyalty of the green brand and the behavior of the green purchase in a negative direction. As a result of the findings obtained, the image of the green brand and the loyalty of the green brand have a positive impact on the behavior of green purchases. The study also identified the partial mediation (competitive) impact of green brand image and green brand loyalty on green purchasing behavior with green painting activities. Not to discuss. The strong demand for green products on the market is changing the world, so are willing to adopt green marketing to be able to compete. Although literature argues that the environmental claims of green products should be accurate and transparent, green coloring is still effectively used in the market. It can be said that it is important for to demonstrate a critical approach to improving their consumers’ green purchasing behavior through the green brand image and green brand loyalty by reducing their green painting activities.

Anahtar Kelimeler: