The impact of brands' environmentally friendly practices on consumers' green product choices: The case of Mersin

The concept of the environment has become an integral part of human life since the existence of humans on Earth. The rapid development and use of technology in the globalized world have also affected the industrial sector. Industrialization has brought about some problems, such as uncontrolled consumption and population growth, the concentration of the increasing population in cities, and the destruction of agriculturally suitable areas for industrial and residential use. During all these developments, people have unconsciously consumed natural resources, leading to various environmental issues. In response to the increasing negative impacts caused by the Industrial Revolution that marked the 18th and 19th centuries, by the 1970s, humanity began to realize the environmental destruction it was causing, thanks to environmental non-governmental organizations. People started to understand the significance of the sustainability of natural resources in human life. Realizing the harm they were causing to the environment and understanding that rectifying this situation was not solely the responsibility of governments and institutions, people collaborated with environmental non-governmental organizations and began to comprehend the importance of choosing products that do not harm the environment when making purchasing decisions. In response to this situation, businesses started using environmentally friendly products and practices to meet consumer demands, giving rise to the concept of green marketing. This research aims to observe the demographic characteristics of consumers in the city of Mersin through a conducted survey and to examine the impact of brands' environmentally friendly practices on consumers' green product choices.