The effect of green marketing on consumer purchasing behaviours: A study on Giresun University Faculty of Economics and Administrative Sciences on students of Business and Economics

In recent years, the world has been experiencing an accelerated destruction and pollution process. Environmental awareness of young people is of great importance for sustainability. Because today the young population has an important place in the total population. Today, in order to minimize these problems, young people should be more sensitive and responsible for the environment. Growing environmental awareness has led to a change in lifestyles and consumption habits of young people in society. In the first part of the thesis, the concept of green marketing is explained in detail. The second part includes consumer behavior. In the third part it is given to environmental and green marketing examples. The main purpose of this study is to determine the students' knowledge about environmentally friendly products and their tendencies to buy environmentally friendly products (tendency to buy recycled products, awareness of buying environmentally friendly products, ecological awareness, environmental responsibility); to determine whether there is a statistical difference according to demographic variables such as gender, age, department and class in which they study. Based on this theoretical framework, a survey was conducted for the students of Giresun University's business and economics. According to the results of the research carried out; Most of the students are familiar with the concept of environmentally friendly products and are interested in the use of environmentally friendly products. Keywords: Environment, green marketing, eco-friendly product, consumer buying behavior