It is very important to protect our environment while satisfying the needs of consumers with an ever-increasing variety of products and services. In order to guarantee a sustainable economic growth and protect the environment, many consumers and producers realized the importance of environmentally sensitive marketing efforts. In order to realize the potential benefits of green marketing efforts, it is important to understand which factors affect the consumers’ purchasing behavior of green products. In this study, based on data collected from a sample of 410 consumers living in the city of Gaziantep in Turkey, we studied factors affecting the consumers’ green purchasing behavior. As a result of t tests, ANOVA and multiple regression analysis performed, we found that the factors, environmentalism, behaving economically and knowledge have all significant and positive effects on green purchasing behavior. Also, green purchasing behavior of consumers change based on their age group and income level. On the other hand, gender doesn’t have a significant effect on green purchasing behavior.
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Published by Human Resource Management Academic Research Society (www.hrmars.com)
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