The effect of green marketing practices on the purchase intention of consumers: An application in market products category

Nowadays, it is seen that environmental consciousness increases in the marketing practices of the companies, due to the increase in the environmental consciousness of consumers. Green marketing mix which is sensitive to the environment, and does not pollute the nature has emerged to minimize the harmfull effects on the environment and maximize the quality of environmental factors by the way developing products and services, and also marketing practices have became widespread. The purpose of this study is to invastigate the effects of green marketing practices (green product, green price, green promotion and eco label applications) on the purchase intention of consumers in the market products category. The scales for the concepts in this study were selected among the ones whose validity and reliability were most frequently used. By using the easy sampling method, a questionnaire was applied to 365 participants in Istanbul. In the research part, anova, t-test, regression, correlation and factor analysis methods were used. As a result of the analyzes, a positive and statistically significant relationship was found between green marketing practices and purchase intention. In addition to this, it was found that green marketing practices and purchase intention did not change according to demographic variables.