Relationship between consumers' socio-demographic characteristics and their perceptions of green brand: A pilot study

The main purpose of this study is to determine the perceptions of the university students, who will constitute the adult marketing in the future, about the green brand. Within the scope of the study, branded organic food product groups were selected as the green brand. In this context, it has been researched whether the value, risk and image perceptions, awareness and purchasing intentions of the university students towards branded organic food show differences in accordance with their socio-demographic characteristics or not. A total of 384 valid surveys gathered from Galatasaray University, Istanbul Technical University and Istanbul Trade University are included to the analysis. After the analyses conducted, it has been determined that the university students' value, risk and image perceptions towards branded organic food show partial differences in accordance with gender, age and education level; and their awareness and purchase intentions show partial difference in accordance with age and education level, but no difference is seen by gender at all.