Factors affecting consumers' green purchasing behavior

In recent years, advances in technology, population increases, and the performance of many actions against nature cause the rapid consumption of scarce resources and the deterioration of ecological balance. Nowadays, ecological products are preferred for the sustainability of human health and ecological balance. With the development of awareness of protecting nature, the concept of green marketing emerged and these developments enabled the ready-made clothing industry to turn to green marketing. The research is conducted to reveal how consumers determine their green purchasing behavior in the ready-made clothing industry today. In the study, the factors that affect consumers' clothing preferences are researched and determined. It is expected that the results obtained by evaluating the responses of consumers regarding environmentally friendly clothing in the sector will contribute to both literary life and businesses. Convenience sampling method was used in the research. The survey form prepared electronically via Google Forms was delivered to 404 ready-made clothing consumers. The surveys of all participants were evaluated and all surveys were included in the research. In the research, Cronbach's Alpha Coefficient was used for the reliability of the scales and Factor Analysis was used for the validity. Hypotheses were tested with Difference Tests and Structural Equation Model Analysis. As a result of the research, it was determined that green loyalty, green satisfaction, green image, perceived quality, environmental sensitivity and price sensitivity affected green purchasing behavior. It has been determined that the demographic characteristics of consumers cause a significant difference on green purchasing behavior.