The effect of green marketing mix on brand loyalty: Example of personel care and hygiene products

As the rate of urbanization began to increase with industrialization, it was observed that the demands and needs of consumers diversified. Businesses have started to constantly produce new products to meet these demands of consumers. The increase in both production and urbanization has brought about an increase in nature destruction and environmental pollution. Foreseeing the consequences of these problems, states, businesses and consumers have realized the need to act more consciously in protecting the environment. In this context, states that have become conscious have begun to prepare laws on the subject, businesses have begun to produce environmentally friendly products, and consumers have begun to tend to purchase products that are less harmful to the environment. This study aimed to determine the impact of green marketing practices on personal care and hygiene product brands on green brand awareness, green purchasing behaviour, and brand loyalty. Additionally, it investigated whether word-of-mouth communication and electronic word-of-mouth communication contribute to the process of creating green brand awareness. The study focused on Generation Y and Z consumers who purchase personal care and hygiene products. This study employed a survey as a data collection tool for descriptive research. The data collected from 750 participants was analysed using SPSS 25 and AMOS 21 programs. The study found that the green marketing mix had a positive impact on word of mouth communication, electronic word of mouth communication, green brand awareness, and green purchasing behavior. However, only green product applications were found to affect brand loyalty, while green price, green distribution, and green promotion did not. It is important to note that these findings are based on objective evaluations and do not include any subjective opinions. It was determined that both word of mouth communication and electronic word of mouth communication had an effect on green brand awareness. Additionally, green brand awareness had an effect on green purchasing behavior, which in turn had an effect on brand loyalty. Upon examination of the study's demographic characteristics, it was concluded that Generation Z exhibits greater sensitivity than Generation Y. Additionally, women were found to be more sensitive than men, while single individuals were more sensitive than their married counterparts. Furthermore, those with lower levels of education and income were found to be more sensitive than those with higher levels of education and income. As a result, these individuals tend to purchase environmentally friendly personal care and hygiene products.