The impact of environmental awareness on consumer behavior

This study aims to examine the impact of environmental awareness on consumer behavior. Nowadays, increasing environmental problems have led individuals to attach greater importance to sustainability in their consumption preferences. In this context, how individuals' environmental values shape their attitudes and intentions toward green consumption is discussed within the framework of the Behavioral Reasoning Theory (BRT) presented in the literature. The research model investigates the effect of environmental values, supporting reasons, and opposing reasons for green consumption on green consumption intention.The study was conducted with data obtained through face-to-face surveys from 384 participants residing in the province of Elazığ. The questionnaire was constructed by adapting 5-point Likert-type scales to measure environmental values, reasons for and against green consumption, and consumption intentions. The collected data were analyzed using the SPSS 22.0 software. Within the scope of the research, the conceptual model was tested through exploratory factor analysis, correlation, and multiple regression analysis.This thesis theoretically and empirically explores the behavioral foundations of the relationship between environmental awareness and sustainable consumption and aims to identify the factors that influence the consumption intentions of individuals with high environmental awareness.