Green marketing consumers? consumption behavior of the green products and an application related to culture?s impact on the green products consumption

Parallel to increasing environmental problems, consumers? contribution of environmental degration and pollution is increasing too. Some consumers who is called green consumer, avioid products that are likely to endanger health of consumers,animals and plants , cause damage to the environment, through to the purchasing green product. At the same time, culture is the one of the most influental factor by which consumer behavior is affected. According to the many scholars collectivism is the one of the major dimensions of culture. The purpose of the study is to investigate relationship between consumers?collectivist cultural values and green values, collectivist cultural values and green purchase behavior, and green values and green purchase behavior; and if there are relations , to find the degree and the direction of relations. So, a field study was conducted on the consumers shopping from the biggest shopping center in Adana. According to the fields results, there is a relationship between collectivist cultural values and green values, collectivist cultural values and green purchasing, and green values and green puchasing. Also, consumer who has higher level of collectivist cultural values, has also higher level of green values and green purchasing behavior. And consumer who has higher level of green values, has also higher level of green purchasing behavior. Key Words: green marketing, green consumer, green product, green purchase behavior, culture, consumer behavior, culture, collectivist cultural values, green values.