Determining the factors affecting green purchase behaviors with the structural equality model

This research was carried out to determine the factors affecting green purchasing behavior with the examples of final consumers, forest industry enterprises and Muğla Regional Directorate of Forestry employees. Within the scope of the research, surveys were conducted with 319 final consumers, 50 forest industry enterprises and 105 Muğla Regional Directorate of Forestry employees. In the analysis of the data, different methods and techniques detailed in the text and the Structural Equation Model were used. According to the research findings, 85% of Muğla Regional Directorate of Forestry personnel stated that the forest products sales of the General Directorate of Forestry within the framework of sustainable forest management are appropriate and 91.5% stated that certification is required in our country's forestry. 78% of the Forest Industry Enterprises stated that environmental protection and economic development activities are compatible within the scope of the sustainable development principle in our country, whereas 92% of them adopted green policies and stated that they had difficulty in finding environmentally friendly suppliers. In addition, it is stated that the sustainable forest management, perceived environmental knowledge, environmental attitude, environmental concern and attitudes towards green products of the personnel of Muğla Regional Directorate of Forestry affect the certification knowledge positively and positively, and the sustainable forest management knowledge of the Forest Industry Enterprises positively affects the certification, green marketing approach and green marketing strategies. and positively affected. Perceived consumer activity of consumers, attitude towards green products and green purchasing intention affect green purchasing behavior positively and positively. Another prominent finding in the research in terms of forestry is that consumers' certification information plays a partial mediating role in the relationship between green purchasing intention and green purchasing behavior.