The effect of environ mental awareness on green product purhasingbehavior: The case of Bursa

Environmental pollution is one of the most emphasized issues after the last quarter of the twentieth century. Important steps are taken both in our country and in other countries in the world to reduce environmental pollution to a minimum. In order to create environmental awareness in people, it is directed towards increasing environmentally conscious consumers and towards environmentally friendly/green products at the product purchasing stage. Similarly, businesses that produce are also moving towards green marketing in this direction. It is of great importance to determine the sensitivity towards the environment and to shape marketing activities in this direction. In this study, environmental problems, soil, water, noise, etc., which are primarily related to environmental awareness, will be discussed. Environmental ethics, environmental education, the aims and principles of environmental education, environmental protection models, and the interaction between human and nature are discussed. Finally, green marketing strategies, marketing mix, green advertising, green purchasing behavior, green management and the reasons that lead businesses to develop green products are discussed. In the application part of the research, the effect of environmental awareness on green product purchasing behavior is discussed through the example of Bursa province. It has been examined whether the environmental awareness of the people participating in the research has a positive relationship on the green product purchasing behavior and whether the environmental sensitivity dimensions have an effect on the green product purchasing behavior. When these two hypotheses were examined, it was determined that the environmental awareness of the participants had a significant and weak relationship on their green product purchasing behavior, while the environmental sensitivity dimensions did not have a positive and significant effect on their green product purchasing behavior.