The effect of green marketing on green behavior and life satisfaction

In this study, green behaviors and life satisfaction of university students were examined and the relationships between students' green behaviors and life satisfaction were investigated. The effects of green consumption motivations and lifestyle on green behavior and life satisfaction were also examined. In addition, it was also examined whether students' consumption motivations, lifestyle, green behavior and life satisfaction differ according to their demographic characteristics. Quantitative research methods and relational screening model were used in the research. The data of the research were collected from 402 students studying at different grade levels at Çukurova University using the survey technique. Findings showed that green consumption motivations and lifestyle explained a variance of 38% on students' green purchasing behavior, 18% on green using behavior, 10% on recycling behavior and 27% on the total of green behavior. It has been determined that green consumption motivations and sub-dimensions of lifestyle have significant effects on green behavior. In terms of factors affecting university students' life satisfaction, this research revealed that students' green consumption motivations, lifestyle and green behavior explained a 19% variance on students' life satisfaction. It was determined that only the gain goal sub-dimension of green consumption motivations, only the fashion concern sub-dimension of lifestyle and only the green purchasing sub-dimension of green behavior had a significant effect on students' life satisfaction. It has been concluded that demographic variables such as gender, age, marital status and class level are partial determinants of university students' green consumption motivations, lifestyles, green behaviors and life satisfaction, while family monthly income and individual monthly income variables are strong determinants. Keywords: Green Consumption Motivation, Lifestyle, Green Behavior, Life Satisfaction, University Student.