The effect of green marketing practices on purchase intention within the context of theory of planned behavior

In this study, it is aimed to reveal the effect of creating awareness in the life of producers and consumers with the effect of green marketing mix while forming purchasing behavior. The reasons that push businesses to green marketing practices are discussed, the concept of planned behavior theory is defined and green marketing practices are examined. It has been examined whether the global crisis has increased the orientation to green products for the competitive advantage in green marketing due to the increase in environmental awareness. Businesses that benefit from the orientation towards green products can gain competitive advantage by developing and implementing green marketing strategies by managing green product processes. In this context, according to the findings obtained in the study, the findings with the structural equation modelling suggested important findings. According to the results, the consumer are observed to have adequate knowledge and interest regarding the green product, price and promotion strategies of the companies which are also confirmed statistically. However, this finding cannot be stated for the green distribution channels. As a result, the empirical results reveal that the companies should further augment their green marketing strategies and this holds especially for the distribution channels so that companies should further advance their investments towards green distribution.