Green marketing and consumers purchasing behaviours: Research on university students

Mass production and consumption reached at incredible level after the ındustrial revolution and technical advancement in the 20th Century. Rural areas got smaller and smaller, and urban areas and new cities, where factories are situated and got migrated, got larger and larger. These situations were follewed by the fast consumptions of natural resources for the sake of mass production and the attitudes of man towards nature and environment were changed. The number of studies on cunsomer behaviour and enviromental concerns have been relatively raised recently by the contribution of the studies on climate change. Most of these studies focus on leaving a liveable world for the next generations and emphasize the importance of using eco-friendly products. In this study, we focused on importance of eco-friendly products and their part in our lives, and the relation between cunsomer behaviour and green marketing activities which studied by doing this up to date information about rapidly changing environment and cunsomer behaviour. In the first part of the study, environmental concept is defined. After giving this definition, which is associated mostly with humankind, green marketing concept is defined using lierature review. While cunsomer behaviour is explained in the third part, in the last part of the study the findings about the relationship between gender and purchasing of eco-friendly products, customer behaviour and the accesibility of eco-friendly products were revealed. In addition tathis, the relationship between green marketing activities and consumer behaviour is evaluated. Acconding to this study's findings, among paticipants, women are more likely to prefer eco-friendly products than men do. As it is seen in the result of study most participants are interested in subjects such as energy efficient, eco-friendly products but marketing activities are not sufficient.