Green marketing perception by consumers: A research in Gaziantep

The irreversible disasters such as global warming, environmental destruction, epidemics and the destruction of natural resources, which have increased their impact in the world, especially in recent years, have brought sustainability and the environment to the fore. Protecting the environment and ensuring a sustainable ecological life can only be possible by changing the consumption culture of people. Because as people increase their consumption activities, the rate of consumption of the ecological environment has also gained momentum. For these reasons, the concept of green marketing has gained importance in recent years. This study aims to measure the effect of green marketing on consumer behaviour. For this purpose, a questionnaire, one of the quantitative analysis techniques, was applied to 382 consumers living in Gaziantep. Dimensions were obtained by using factor analysis to the data collected from consumers. These data were then subjected to parametric tests such as Percent-Frequency Analysis, Independent T-Test, One Way ANOVA and Correlation Analysis, and obtained findings. As a result of the research, consumers' perception of green marketing is at a moderate level. In addition, it has been observed that the green marketing dimensions do not generally differ according to the demographic characteristics of the consumers. Still, the green information and green awareness dimensions vary according to the demographic characteristics of the consumers. In this context, as consumers' education level, age, and income status increase, it is seen that consumer perceptions of green marketing, especially the dimensions of green awareness and green information, increase in direct proportion. Therefore, it has been determined that issues such as experience, education and welfare affect the perception of green marketing. In addition, married consumers have a high perception of green marketing can be interpreted as a sense of responsibility. In addition, it has been observed that men have a higher perception of green consumption than women. We made various suggestions within the scope of these results. Keywords: Green marketing, consumers, perception of green marketing