Özet:

Increasing ecological problems have increased consumer sensitivity to the environment. A group of consumers has been formed focusing on increasing environmental problems and fighting against them. They are called “green consumers”. If today’s marketing concept is a consumer-oriented approach, it requires consumers to pay attention to these sensitivities. This group of consumers that constantly emphasizes the environment in consumer behavior has not remained indifferent. Brands seeking to reach environmental consumers use green advertising as a means of communication. A group of these green consumers is also called the Z generation. This study has studied the impact of branding green advertising in advertising campaigns on the purchasing behavior of consumers of the Z generation. In this context, the "Green (Environmental) Advertising" as a method of communication of brands seeking to reach environmental consumers has created the basic topic of the study of how Z-generation consumers are influenced by these advertising works. The work consists of three sections. The theoretical section shares broad literary information about advertising, green advertising, generation Z and consumer behavior, while the research section uses quantial research methods to study the impact of green advertising on consumer purchasing decisions. The study found that the Z-Generation consumers are aware of the importance of green applications in their purchasing behaviors and that products that harm the environment are not purchased.

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