The impact of ecological footprint awareness among university students on green purchasing behaviors

Today, increasing unnecessary consumption and overproduction are causing the rapid depletion of natural resources and a global increase in environmental problems. Solving these problems requires not only national policies but also the development of environmentally conscious consumption habits by individuals. In this context, the concept of ecological footprint provides a concrete indicator of individuals' impact on the environment, offering a significant role in raising environmental awareness. Green marketing practices, aimed at encouraging environmentally conscious consumer behavior, play a crucial role in spreading the concept of sustainable consumption. The aim of this study is to examine the impact of university students' ecological footprint awareness on their green purchasing behavior and to determine whether students' environmental awareness and perceptions of green marketing differ according to demographic variables. The research is based on a quantitative research method. The population of the research consists of associate and undergraduate students studying at Selçuk University Beyşehir Ali Akkanat Campus during the 2024–2025 academic year. The sample of the research consists of a total of 306 students selected using the convenience sampling method. An online questionnaire was used as the data collection tool. A survey method was used, and data were obtained through a 24-item, 5-point Likert-type scale. The reliability of the scale was tested using Cronbach's Alpha coefficient and found to be excellent with a value of 0.924. In the exploratory factor analysis conducted to examine the construct validity of the scale, the KMO value was determined as 0.926, and the Bartlett Sphericity Test was p < 0.001, indicating that the data were suitable for factor analysis. As a result of the factor analysis, it was observed that the scale consisted of five sub-dimensions explaining 62.741% of the total variance. Descriptive statistics and the chi-square test were used in the analysis of the data; the analyses were performed using the SPSS 25 software package, and a p < 0.05 value was considered statistically significant. The research findings indicate that university students generally have a moderate level of awareness regarding their ecological footprint, but they have a positive attitude towards green purchasing behavior. Statistically significant relationships were found between ecological footprint awareness and green purchasing behavior. Analyses of demographic variables revealed that female students exhibited more sensitive behaviors towards environmentally friendly products. Furthermore, age, income, and education level variables were found to lead to significant differences in environmental awareness and green purchasing behavior. In conclusion, it was determined that ecological footprint awareness is an important factor influencing green purchasing behavior, and that green marketing practices aimed at increasing this awareness should be supported.