The effect of green purchasing behaviors on consumer purchasing behaviors

The purpose of this study is to determine the social awareness of consumers on green products and to reveal its effect on purchasing decisions. For this purpose, In the first part, the development of the marketing concept and the green marketing concept, in the second part, the concept of the consumer, green consumer purchasing behaviors and decision processes are explained with the literature reviews. In the third part, a survey was conducted with 478 consumers living in Izmir province in order to measure the effect of green purchasing behavior on consumer purchasing decision. The survey results were subjected to Structural Equation Modeling analysis with Factor Analysis, ANOVA and T-Tests using SPSS 22.0 and LISREL 10.1 program. According to the results obtained, it was concluded that the Green purchasing behavior was positively affected by the Ecological Concern and Ecological Interest Factors, and the Ecological Knowledge factor had no effect on the Green purchasing behavior, and accordingly, the consumers' purchasing decision was affected by the Green purchasing behavior. Keywords: Green purchasing behavior, consumer purchasing decisions, green marketing, structural equation modeling, green consumer