The effect of green marketing strategies on intention to purchase eco-friendly cosmetic products: The example of Erzincan province

Green marketing has played an important role in the production, consumption, and post-consumption processes of environmentally friendly products since the 1970s. In Turkey, green marketing is still in the development stage, and the formation of a green consumer base points to a period of increased interest in environmentally conscious products. Today, consumers' environmental sensitivity has increased, which has led to expectations for businesses to adopt environmentally friendly behaviors. In response to both consumer demands and growing political and social pressures, businesses have turned to environmentally friendly products and production methods. Green marketing provides important benefits to businesses such as increasing reputation, reducing costs, engaging in creative activities, gaining competitive advantage and strengthening brand image by fulfilling their social responsibilities. In order to benefit from green marketing activities, businesses must accurately determine green consumer behavior and the factors affecting green consumption. The aim of this study is to examine the impact of green marketing awareness, green marketing activities, and green brand awareness on consumers' intention to purchase environmentally friendly cosmetic products. To this end, a quantitative research method was conducted, and a survey was used as the data collection tool. The survey, prepared for the research, was administered online to 409 participants living in Erzincan province. The obtained data were analyzed using multiple linear regression analysis.The analysis revealed that green marketing awareness and green brand awareness have a significant effect on consumers' intention to purchase environmentally friendly cosmetic products. However, green marketing activities did not have a significant effect on consumers' intention to purchase environmentally friendly cosmetic products. Based on these findings, various recommendations are offered to consumers, manufacturers, and businesses