The effects of consumers' environmental responsibilities towards attitutes of the green advertising: A sample in Eskişehir

Nowadays, consumers and companies act environmentally focused in commercial process in the presence of increasing environmental problems. Consumers carry out their consumption with the products and companies which are safer to environment in the axis of environmental responsibilities of consumers. On the other hand, companies act without damaging the environment in all stages of marketing; even they offer solutions to environmental problems. In this direction, companies started to use various communication elements to share their environmental products, services and activities with consumers. One of these communication elements are green advertisements. In this study, in the axis of consumer?s environmental responsibilities, identifying their attitudes toward green advertisements is aimed. In the direction of this aim, a questionnaire survey was conducted with 362 consumers in this research. People who answered the questionnaire survey are divided into two groups in the direction of their environmentally responsible behaviors as responsible to environment and irresponsible to environment. In the later parts, attitudes of these two groups toward a specific green advertisement and all green advertisements are determined. In addition, consumers are classified into four clusters in accordance with factors of consumer?s environmental responsibilities. After this clustering, attitudes of four clusters toward green advertisements are determined. According to research findings, it is identified that, there are differences between attitudes toward green advertisement of consumer groups and clusters showing environmentally responsible behaviors and not showing environmentally responsible behaviors. In this context, whereas the attitude toward green advertisements of consumer group showing environmentally responsible behaviors is more affirmative; the attitude toward green advertisements of consumer group not showing environmentally responsible behaviors is more negative.