Examining the effect of sustainable marketing activities implemented by businesses on consumers' behavior towards green products

The increase in environmental issues, the destruction of natural resources, and excessive consumption have heightened concerns about the future. Global warming and climate change are frequently discussed in both national and international forums, with a focus on the negative attitudes of consumers towards the environment. This situation highlights the importance of sustainability and encourages consumers to be more environmentally conscious. The aim of this study is to evaluate the impact of sustainable marketing activities implemented by businesses on consumers' behavior towards green products within a model framework. In this context, the effects of environmental concern, sustainable marketing, and sustainable consumption on the intention to purchase green products have been investigated. The sample was determined using convenience and snowball sampling methods, and data was collected from 529 individuals through an online survey. The survey form consists of five sections: demographic characteristics, sustainable marketing, environmental concern, intention to purchase green products, and sustainable consumption scales. In this framework, the study was conducted practically, examining the behavior of consumers aged 18 and above residing in Turkey regarding green products. One-way ANOVA was applied to compare group means, and multiple regression analysis and correlation analysis methods were used to determine relationships between variables. A total of eight hypotheses under four main hypotheses were tested. According to the research results, it was observed that the level of environmental concern, sustainable marketing, and sustainable consumption have a direct and positive impact on the intention to purchase green products. Keywords: Sustainability, Sustainable Marketing, Sustainable Consumption, Environmental Consciousness, Intention to Purchase Green Product