Customers’ Attitudes and Behaviors Against Green Marketing Implementations: A Case Study of Silifke

Damla Bayhan Ilgar and Onur KÖPRÜLÜ

Fiscaoeconomia, 2023, issue 1

Abstract: The aim of this research is to investigate and analyze the factors that could affect both the existing and the potential customers’ attitudes and behaviors on green marketing, their demographic features and their purchasing intentions against environment friendly products, in order to contribute the sectoral improvement. Descriptive research methodology is used in this research. Silifke district of Mersin city in Turkey is the main population of this research. Survey is chosen as the data collecting method. Data is analyzed via SPSS software. Manova and Post Hoc Tukey Tests and Ordinal Regression analysis are used in the research. According to the demographic fetaures of customers involved in the survey, it is found out that the majority of the data is gathered from customers who are married and having high level of educational background. 88% of the participants specifed that companies’ green marketing policies have positevely effected their purchasing intentions of those companies. Food products (39,3) and cleaning products (27,3%) are the main items that customers have purchased amnog green products. Likert scale is used in the research in order to investigate the attitudes and behaviors of customers against green products. It is found out that customers agree on the expressions of product, price and place while they remain tentative on promotional expressions. Green marketing implementations of companies and their impacts on customers’ green product purchasing process is discussed according to their demographic features. In addition it is also discussed whether there is a statistically significant relationship between demographic features and green marketing implementations.

Keywords: Environment; green marketing; customer behaviors (search for similar items in EconPapers)
JEL-codes: C21 C83 J11 M31 (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:fis:journl:230106

DOI: 10.25295/fsecon.1120388

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