The effect of advertisements for green marketing practices on brand image and consumer purchasing decisions: The case of Bursa

In this study, the effect of advertisements for green marketing practices on green brand awareness, brand image and consumer purchasing decisions from the consumer perspective was examined. In the field research conducted with participants residing in Bursa, the general screening method, one of the quantitative analysis methods, was used. In the study, data were collected using the survey method. The sample of the study was selected by random sampling method; It consists of two groups: 484 people who watched the advertisement and 420 people who did not watch the advertisement. A survey was applied to both groups making up the sample. A selected green advertisement was shown to the group of participants who watched the advertisement before answering the survey. Differences between the answers of the participant groups who watched the advertisement and those who did not watch the advertisement were analyzed using statistical methods. Data analysis was carried out using the SPSS 23 program and the study was conducted at a 95% confidence level. As a result of the research, differences were determined according to age, gender, marital status, educational status, product purchasing preference, usage status of the product whose advertisement was watched, status of watching the advertisement and dishwashing detergent used. As a result of the analyses, it was determined that age, gender, marital status, educational status, product purchasing preference, product usage status and preferred product variables created significant differences in certain scales and sub-dimensions, while the income level variable did not create a significant difference in any scale and sub-dimensions. has been determined. As a result of the study, a significant relationship was found between the independent variables of green brand awareness, brand image and environmental sensitivity and purchase intention. It has been observed that green advertising increases the explanation rate of the model created from these variables.