Environmental marketing approach and an application about effects of consumer environmental attitudes on consumer behavior

II ABSTRACT ENVIRONMENTAL MARKETING APPROACH AND AN APPLICATION ABOUT EFFECTS OF CONSUMER ENVIRONMENTAL ATTITUDES ON CONSUMER BEHAVIOR M. A. BURAK NAKIBO?LU Master Thesis, Business Department Supervisor: Prof. Dr. Serap ÇABUK January 2003, 126 pages In the 1980's environmental issues had dominated the world. Since the 1980's there have been a progressive increase in consumer environmental consciousness, as increasing kinds of environmental problems put a strong impact on all forms of life. Specifically, society in general regarded business as the source of variety of environmental problems. These events caused to develop those concepts such as social marketing and environmental (green) marketing. In this study, the existing literature on the environmentalism, modern marketing, social marketing, environmental (green) marketing, and green consumerism has been examined and a field study conducted. The field study was conducted on the consumers shopping from the biggest shopping center in Adana. In this study the purpose was to investigate the relationship between consumer's environmental attitudes, level of education, income and consumer behaviors. The questionnaire results have indicated that there is a relationship between consumer environmental consciousnesses and consumer buyirtg behavior. According to results consumer who has higher level of environmental consciousnesses, have also higher level of environmental buying behavior. Keywords: Social Marketing, Environmental (Green) Marketing, Green Product Development, Green Consumerisrri