An analysis of consumers' awareness of purchasing green products according to demographic variables: The case of Malatya

Technological developments that provide convenience in many areas of business also cause an increase in waste and deterioration in the natural environment. These deteriorations arise from the consumption of products as well as from production processes. Conscious consumers concerned about this situation have realized that purchasing environmentally friendly (green) products or services can have a significant impact on the environment. Environmentally conscious consumers exhibit more environmentally friendly attitudes; these attitudes increase consumers' green product purchasing behavior. The aim of this study is to examine consumers' awareness of purchasing green products in terms of demographic variables. The study, conducted with a sample of consumers in Malatya Central (Battalgazi and Yeşilyurt), identified relationships and differences between consumers' environmental awareness and green product purchasing behaviors, along with variables such as gender, marital status, having children, age, education and income levels, and occupational group. In the study, data obtained from 417 participants through an online survey were analyzed using IBM SPSS 23.0 and IBM AMOS 26.0 for Windows, and findings were obtained. The results indicate a positive relationship between environmental awareness and green product purchasing, and that consumers' environmental awareness varies according to gender, marital status, having children, and age. Green product purchasing behaviors were determined to be driven by "green product knowledge, health and safety, and purchase intention". Marital status, having children, and age were the most influential variables in differentiating behaviors, while income and education levels were the least influential. The study also found that consumers are willing to pay more for green products. Keywords: Malatya green consumer, green consumer awareness, green purchasing behaviour, environmental awareness, Sustainable Development Goals (SDGs) Goal 12, sustainable consumption.