GENERATION Z ATTITUDES TOWARD GREEN MARKETING: A CROSS COUNTRY AND GENDER ANALYSIS

Baran Tamer and Catalin Popescu
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Baran Tamer: PAMUKKALE UNIVERSITY, KALE VOCATIONAL SCHOOL, DENIZLI, TURKEY

Annals - Economy Series, 2016, vol. 3, 6-9

Abstract: In social marketing definition, green marketing is the improvement and marketing of products layout to as far as possible minimize adverse effect level on the physical environment. As for environmental marketing definition, green marketing is defined for organizations endeavour to produce, promote, package and reclaim products in a manner that susceptible or responsive to environmental concerns. In this context we define green marketing performing marketing activities which include product improvement, pricing, promote and placing so as to minimize harm to the environment regardless of sector. Related to this approach it will be made a survey in order to analyse the attitude of young generation toward green marketing. It will be created a questionnaire that could offer a perspective about the behaviour of young people concern the environmental issues and future challenges.

Keywords: Green Marketing; Generation Z; Green Consumer; Green Consumption (search for similar items in EconPapers)
Date: 2016
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