Green marketing concept in food marketing: Consumer attitude an application in adana

The concept of Green Marketing does not only focus on "Green Product" but also the other marketing mix tools. Success of Green Marketing depends on its adoptation and entegration of production and consumption process. This study investigates the conceptual framework of Green Marketing, furthermore consumer behaviours and attitudes to Green Marketing. In addition, a field study conducted on 410 consumers in the biggest shopping mall in Adana. According to the results, there is not a significant difference related with consumers' attitude from the point of gender, their age and age of their children. However, older consumers are more concious to environmental issues in comprasion to younger consumers.