Affect of environmental consciousness, environmentalism and green marketing mix activities on green purchasing behaviour and loyalty

Global environmental changes have been accelerated by high population and increasing consumption. By the increase of resource needs of the companies, the consumption of fossil fuels and the rise of sera gas effect in the atmosphere have carried environmental pollution and the climate change into a critical level. All these facts have loaded important tasks to national and international policy makers, decision maker groups and organizations, businesses and also individuals. Today, environmentally conscious companies may have the chance of becoming the company of the future and have a long-term profit increase by the level of importance they give to green marketing activities and by the rise of the number of environmentally conscious consumers. From this point of view, this study aims to have a clear foresight for the effects of environmental consciousness level, environmentalism and green marketing mix activities to green consumption behaviour, consumer satisfaction and loyalty. A sample of 629 retail sector consumers has been analyzed by using the face-to-face survey method. According to the results of the study, it has been found that all "green marketing mix activities", except for "green promotion" have an effect on "attitude" and "intention". "Environmentalism" also has an effect on "attitude" and "intention". Some of the factors of "environmental conscious level" have an effect on "attitude" and "intention", while some of them do not. A high rate of purchasing intention has turned into purchasing behavior. It has been found that a very-high level of (%91) green consumers have been satisfied with the green consumption they made and the loyalty rate has been determined as %65. Key Words: environmental consciousness, environmentalism, climate change, environmental pollution, green marketing mix