Özet:

The purpose of Green Advertising is to inform consumers about the environmental aspects of a company’s products and services, to raise awareness for environmentally friendly brands and, and to encourage demand for green products. The study aimed at studying the impact of the attitudes towards green advertising on the intention to buy green products from the five-factor personality dimensions. The data collected from University of Trakya face-to-face survey method has been tested by structural equality modeling. The analysis found that external orientation affects the cognitive and emotional responses to green advertising and consumers’ responses to companies and products. Consumers’ reactions to companies and products have also been shown to have an impact on the intention of green purchases.

Anahtar Kelimeler: