An assesment about tendencies of Green Products preferences of consumers: Case of Diyarbakır

In literature part of this study, primarily, it has been tried to measure perception of consumer consciousness of consumption and their tendencies to prefer 'Green Products'. First of all, 'Green Marketing', which constitutes 'Green Product', is examined in details. In this respect, vital importance of Institutional Social Responsibility has been stressed in terms of institutions. Then, the issue of 'Consciousness of Consumption' is studied. The fact that there are also varieties of consumption consciousness and it was issued that this is an aspect in environmental consciousness of consumption. Green product preference and consumption consciousness habits of consumers in Diyarbakır province has been studied to determine in research part. In this context, 700 consumers were asked with expressions and their preferences with face to face question method in the survey. 700 of these 600 surveys were taken into consideration. After expressions of these participants are entered into SPSS packet program, hypotheses of the study are determined by some techniques such as Frequency Analysis, Factor Analysis, t-test, ONE WAY ANOVA Analysis, Correlation Analysis and different findings are tried to figure out. According to these datas, it is figured out that environmentalism and preference of green product show difference depending on education and income level, occupation, gender and marital status. Also, it is seen that consciousness of consumption habits depends on education level and gender of consumers. Ultimately, it is found that there is a positive partial correlation between consciousness of consumption habits, environmentalism and green product preference. Keywords: Social Marketing, Green Marketing, Green Product, Institutional Social Responsibility, Conscious Consumption.