The Impact of Green Marketing Mix on Determinants of Brand Equity: The Case of North Cyprus

These days sustainability is becoming a vital part of doing business in almost all industries due to the growing demand for environmentally friendly products. Moreover, people are conscious about product features and the way they are produced. This study investigates the relationship between green marketing mix and determinants of brand equity. Green marketing mix elements are consisting of green product, green price, green promotion and green place whereas brand equity determinants are defined as brand trust, brand loyalty and brand image. In order to collect data, convenience sampling method was used and total of 150 respondents from North Cyprus took part in this study. Descriptive analysis, t-test, ANOVA, correlation analysis, reliability test (Cronbach`s Alpha) and regression are conducted. The result of this study showed that almost all respondents are positive about the concept of green marketing. However, there is not any significate difference between the perception of male and female participants similarly, among people with different educational level. Green product and green price also seem to be the most important elements effecting brand equity. Keywords: green marketing mix, green marketing, green product, brand equity, Independent T-test and One-Way Anova Analysis