Sustainable marketing: A study on the effect of behavioral environmental awareness on sustainable consumption behavior

The main purpose of this study is to reveal the effect of consumers' environmental awareness on sustainable consumption behavior and whether it differs in terms of demographic factors. For this purpose, 535 participants residing within the borders of Burdur province were reached with an online questionnaire using convenience sampling method. In the study; validity and reliability analyzes, Independent Sample t Test, One Way Anova Test, Pearson Correlation Analysis and Simple Linear Regression Analysis were performed. As a result of the analysis; It was determined that there was no difference in the gender variable of both the behavioral environmental awareness and sustainable consumption behavior of the participants. Sub-dimensions of sustainable consumption behavior: At education level; environmental awareness and reusability, at income level; redundant purchasing and reusability and other demographics; It was determined that there was no difference in the reusability dimension. Behavioral environmental awareness explains sustainable consumption behavior in a positive and meaningful way. Behavioral environmental awareness of consumers did not have a significant effect on unnecessary purchasing behavior; It has a positive effect on sustainable consumption. In addition, it has been determined that behavioral environmental awareness has the most impact on environmental awareness.