The impact of green marketing strategies on green purchase intention in Turkey

ABSTRACT THE IMPACT OF GREEN MARKETING STRATEGIES ON GREEN PURCHASE INTENTION IN TURKEY Environmental concerns and rising consumer awareness have driven businesses to adopt green marketing strategies. In Turkey, where sustainability is becoming a priority, understanding the effectiveness of these strategies is vital. Recycled products, eco-friendly energy practices, green packaging, and sustainable resource utilization represent critical green marketing approaches aimed at fostering green purchase intentions among consumers. Hence, this study aims to evaluate the impact of green marketing strategies on green purchase intention in Turkey. It determines which strategies are most effective in encouraging sustainable consumer behavior and addresses gaps in the literature specific to the Turkish market. We employed quantitative research design was employed, using SPSS for data analysis. The survey utilized a five-point Likert scale to assess the influence of the four green marketing strategies on green purchase intention. The results show that recycled products, eco-friendly energy practices, and green packaging significantly enhance green purchase intention. Recycled products appeal to consumers' environmental values, while eco-friendly energy practices build trust and highlight corporate responsibility. Green packaging combines environmental appeal with product quality perceptions. However, sustainable resource utilization did not significantly influence purchase intention, suggesting limitations such as cost or consumer awareness. The findings provide actionable insights for policymakers and businesses to develop targeted green marketing strategies. Keywords: Recycled Products, Eco-friendly Energy Practices, Green Packaging, Sustainable Resource Utilization, Green Marketing Strategies, Green Purchase Intentions.