Özet:

Purpose - The main purpose of the research is to study the impact of guerrilla marketing tactics on consumers' environmental concerns and green consumption intentions. The role of mediation of environmental concerns between guerrilla marketing and the intention of green purchase has also been determined as a side goal. Method - 255 consumers who are aware of the concept of guerrilla marketing in accordance with the specified purpose have been surveyed with the forms created in the face-to-face and electronic environment. Participants were selected by the judicial sample method. The SPSS 25 package program uses frequency analysis, factor analysis, reliability analysis, correlation analysis and regression analysis (PROCESS). The process analysis of Hayes Macrosu 4. The model has been used. The findings - The study found that guerrilla marketing components (mediate marketing, trap marketing, secret marketing and viral marketing) had a significant impact on environmental concerns and the intention to buy green. The role of mediation of environmental concerns in the impact of environmental marketing, trap marketing and secret marketing on the intention of green purchases from the guerrilla marketing components has also been identified. Discussions - Results show sustainability, environmentally friendly consumption, or green purchasing trends can spread to the widespread masses, with non-traditional marketing methods that can be used by guerrilla marketing. It is believed that with Green guerrilla marketing, products can be marketed successfully and in a variety of ways, and this method is an innovative way of ethically and socially responsible behavior for sustainable development.

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