Determining the relationship between consumers' perceptions of green products and their intentions to purchase green products; Ağrı province example

Nowadays, it is seen that the concerns about the climate change and environmental problems have been increasing day by day. In this context, precautions to reduce the impact of climate change and environmental problems at macro and micro levels are becoming prevalent. In this respect, environmentally friendly methods and practices are developing in production and marketing by making decisions as in many fields of activity. In the meantime, The concepts of green products and green marketing have become the focus of businesses and academic researches with an increase in consumer awareness of environmentally friendly products and production understanding. In this study, it is aimed to examine the relationship between consumers' green product perception and green product purchase intention. For this purpose, a face-to-face and electronic survey was conducted with 390 consumers in Agrı,Turkiye. In the analysis of the data obtained from the questionnaires, reliability analysis, independent sample t-tests, correlation and regression analyzes were used. As a result of the study, it was determined that the model estimating the effect of the green product perception factor on the purchase intention was statistically meaningful (p=0.000). The green product perception factor was determined by the variance to purchase intention by 44%. In addition, the rates of expressing the green product purchase intention of packaging, environment, business, eco-ethics and adverstising factors that are the sub-dimensions of green product perception were examined. The ratios of packaging, environment, business, eco-label and advertising factors to explain the purchase intention were calculated up to 19%, 37%, 31%, 22% and 37%, respectively. As a result, it has been determined that business factors, after environmental awareness and advertising factors, have an important explanatory role on green product purchasing intention. The ratios of packaging, environment, business, eco-label and advertising factors to explain the purchasing intention were calculated as total numbers; 19%, 37%, 31%, 22% and 37%, respectively. After environmental awareness and advertising factors, it has been determined that business factors have an important explanatory role on green product purchasing intention accordingly. Keywords: Green Product, Purchasing, Consumer Perception, Eco Label, Green Marketing, Green Packaging