The relationship between customers attitude towards green advertising and their purchasing styles

Decreasing of natural resources, thinning of ozone layer, increasing environmental problems such as water and air pollution, increasing global environmental problems and searching for solutions have increased the importance of green marketing and green advertising. As marketing has become more customer oriented, advertisements as one of the most important sub functions of marketing to reach the customers began to produce environmentally sensitive messages. Along with customers' raising awareness and concerns regarding environment, businesses have started to realize they they have to act responsibly as one of the members of the society and oriented towards green marketing and advertisement activities. According to the results of our study, it is determined that there is a distinction between customers' attitude towards green advertising and their purchasing styles. Within this context, brand awareness and unplanned Purchase have a positive impact upon customers' attitude toward green advertising. Increasing the amount of customers' brand awareness results in increasing the amount of customers' consciousness of green advertising and green product. Besides the habit of brand awareness also contributes to customers' tendency to green products. It has been determined that consumers care about green advertising practices in their buying behaviors and they are aware of purchasing green (eco-friendly) products. Additionally, it is seen that customers are trusting green products and their management.