The effect of environmental knowledge level on green consumption behavior: A research on the regulatory role of generations

Interest in green product consumption is increasing steadily, and companies are adjusting their strategies accordingly. In our country, the examination of variables influencing green consumption behavior within the scope of fast-moving consumer goods and how consumers respond to green product strategies has not been sufficiently investigated. Therefore, the aim of this research is to gain insights into various variables affecting green consumption behavior, especially the response to green marketing strategies, norms, and attitudes, as well as understanding the impact of X, Y, and Z generational differences on green consumption behavior. The study was conducted with 604 participants using an online survey method. The research findings indicate that environmental knowledge is primarily effective on consumer behavior, and it was found that personal norms, response to green marketing strategies, and attitudes play a mediating role in the effect of environmental knowledge on green consumption behavior. The regulatory role of generations was observed, and it was determined that attitude supports behavior. These results can shed light on generational studies conducted in the field of green marketing based on fast-moving consumer goods and can provide guidance for studies aimed at developing strategies that will influence green consumption behavior of companies. Keywords: Fast Moving Consumer Goods, Green Marketing Strategies, Generations X, Y, and Z