An examination of consumer (Individual) & product-company specific characteristics with respect to intention to purchase environmentally friendly products

The basic topic of this dissertation is to reveal the consumer and marketing mix related factors that affect intention to purchase environmentally friendly products. In this context a comparative study is made in two different product groups (high and low involvement) to examine how the modelling differs for these two product groups. In this dissertation it is examined that the independent variables that affect intention to purchase environmentally friendly products are personality, environmental concern and perceived consumer effectiveness. As moderator besides the four basic elements of the marketing mix as product, price, place, and promotion; packaging has been also investigated which is considered as an important element for low involvement products. Due to this dissertation being a comparative study two representative products for high and low involvement products have been determined via a preliminary study. High involvement products are represented by "automobile" while for low involvement products "toilet paper" is the representative product. As per the results of the study; financial resources for environmental protection and individual contribution have appeared as factors that affect intention to purchase environmentally friendly products for both product groups while denial and personality only with two dimensions (openness and agreeableness) have been included in the model only for low involvement products (toilet paper). As a moderator "willingness to pay & availability" has appeared as a factor for both product groups, additionally for high involvement products (automobile) communication; for low involvement products (toilet paper) packaging have appeared as other factors.