Housewives' attitudes towards green advertisements and the effect of green advertisements on purchasing behavior

In this study, which examines the attitudes of housewives towards green advertisements and the effect of green advertisements on their purchasing behavior, mixed method was used. The study was conducted in two stages. In the first stage, 116 commercials selected from the television commercials published on the website "türkiyeninreklamlari.com" and Turkey's commercials youtube channel were analyzed. The data obtained were analyzed by chi-square test and frequency analysis in SPSS. 29.0 program. In the second stage, focus group interviews were conducted with 20 housewives in 3 groups. The data obtained at this stage were analyzed by separating them into themes and codes with descriptive analysis method. According to the results obtained in the research; 104 advertisements included in the research were identified as green advertisements. When their distribution according to their green levels is analyzed, it is seen that 37.1% of the advertisements in the green-brown category are mostly used by companies. While 61.4% of the advertisements have a superficial environmentalist emphasis, when we look at the terms used in the advertisements, it was determined that indirect terms were preferred with 56.9%. When evaluated in terms of its relation with the environment, it was observed that an important environmental claim was preferred by 37.8% and green appearance by 21.1%. The main environmental claims appeared in advertisements as product-oriented claims with 57.8%. When the results of the qualitative part of the study were evaluated, it was determined that 14 of the housewives had a positive approach towards green advertisements and 6 of them did not see green advertisements very positively. All participants stated that green advertisements create awareness about the environment and thus contribute to the development of environmental awareness. Although image and profit-making are at the forefront in their thoughts about the advertising company, it was stated by the participants that they ultimately make an environmental contribution and create a positive image. It has been determined that advertisements are also effective in purchasing decisions, but it has been determined that they find green products expensive and therefore do not always engage in purchasing behavior with an environmentalist mindset. Keywords: Green Advertising, Green Marketing, Green Purchasing …