The impact of environmental concern, environmental sensitivity, and perceived quality on green product purchase intention within the scope of green marketing

This study aims to examine the effects of environmental concern, environmental sensitivity, and perceived quality factors on consumers' intention to purchase green products within the framework of green marketing. With the increasing environmental problems in today's world, both individuals' environmentally conscious behaviors and businesses' eco-friendly approaches have gained importance. In this context, the research analyzes the influence of individuals' concerns for the environment, their sensitivity toward environmental issues, and their perceptions of product quality on their green product purchase intentions. A quantitative method was adopted in this research, and the data collected via surveys were analyzed using the SPSS software. The results of the data analysis revealed that environmental concern, environmental sensitivity, and perceived quality have a positive effect on green product purchase intention. These findings indicate that individuals are inclined toward green products not only due to environmental factors but also based on the perceived quality of the products. The results emphasize the necessity for businesses to consider consumer behavior when developing green marketing strategies. In particular, adopting environmentally friendly production processes, acting in accordance with sustainability principles, and clearly communicating these values through marketing efforts play a significant role in influencing consumer preferences. Additionally, the study provides various recommendations for policymakers, businesses, and academic circles. In this regard, it concludes that the concept of green marketing offers significant contributions both in terms of environmental sustainability and competitive advantag.