A research on the tendency of consumers to use green products

Over the past century, environmental disasters that have affected the natural environment and societies have had a negative impact on the concept of green marketing as a more important concept. Environmental disasters have affected country populations, as a result of which environmental policies have been transformed into state policy. The impact of consumers and non-governmental organizations on this transformation has been quite high. As a result, while environmental movements are state policies, this has allowed companies to develop environmental behaviors throughout the production process and to develop a green marketing concept as a branch of the social marketing concept. The concept of green marketing is analysed in details and a comprehensive fieldwork and literature research related to aforementioned subject are conducted in aforesaid study. The concept of green marketing from the viewpoint of the consumer are reviewed in the second part. The questionnaire form issued with the aim of determining consumers' tendencies of consuming green products with their awareness about green (eco-friendly) products is carried out in the Academy of Banking of Yapı Kredi in the last part. The survey carried on 199 people as face-to-face meeting is included in the analysis and data acquired from the questionnaire forms carried out is evaluated by means of SPSS package program. As a result of the research, it was determined that the participants were generally green product conscious individuals. There was no significant difference between age, gender, marital status, education area of participants' tendency to use green product, but a significant difference was found between their education level. Key Words: Marketing; consumer; green marketing; green product