Approaching the attitude-behaviour divergence in the frame of green marketing with the theory of reasoned action

Green marketing involves marketing activities that meet the needs and aspirations of the society on the one hand and that do not harm the environment or give the least harm. The effects of global warming, the depleting natural resources, and the associated climatic changes have created a frightening effect that affects the world, causing changes in consumption habits. At this stage, as environmental pollution reaches scary dimensions, the increasing awareness of consumers today reveals their power in the market by purchasing or not purchasing products. The theory of reasoned action, which finds many applications in the field of social psychology, is a theory that measures the relationship between impulsive attitudes and behaviors. It is to show how intentional intentions are influenced by social pressures and positive and negative attitudes towards behavior. In other words, attitudes are the determinants of intentions in the formation of buying behavior. In this research, green consumers' attitudes, the elements that turn these attitudes into behavior, and the factors that prevent these attitudes from turning into behavior were searched. For this purpose, to find out the difference between attitudes and attitudes towards green marketing of teachers living in Antalya, a mixed method using qualitative and quantitative research techniques was used. To measure the attitudes of the teachers, first 75 questionnaires were conducted with the teachers. Descriptive statistics were made in the SPSS 20.00 program with the data obtained in the questionnaire study. Semi-structured interviews with 17 teachers and 9 main headings were conducted to find out the difference between the teachers' attitudes and behaviors. As a result, it has emerged that, in summary, teachers tend to use environmentally sensitive products and environmentally sensitive products for green marketing, that is, they have environmentalist attitudes and they have made these attitudes relatively to the behavior, but not just for the environmentalist spirit. Keywords: Green Marketing, Theory of Reasoned Action, Green Product, Green Consumer