The Role of Green Marketing on Consumers’ Behavior Toward the Environment

Eda Yaşa Özeltürkay (), Murat Gülmez, Mustafa Öztürkel and Beste Demirci
Additional contact information
Eda Yaşa Özeltürkay: Cag University
Murat Gülmez: Cag University
Mustafa Öztürkel: Cag University
Beste Demirci: Cag University

A chapter in Strategic Innovative Marketing and Tourism, 2025, pp 65-73 from Springer

Abstract: Abstract The Industrial Revolution has led to numerous global problems that became significant for the worldwide public after the 1970s. The growing global environmental issues have heightened consumer sensitivity, emphasized the importance of green marketing, and addressed these ecological sensitivities in the business world. Sustainability and ecological consciousness have a major role in the purchasing decisions made by consumers in today's business world. Green marketing strategies are essential in this situation for both companies and consumers. Examining how eco-labeling, eco-friendly packaging and branding, eco-friendly products, and premium pricing affect consumer behavior is the focus of this research. The survey method was used for a convenient sample of 342 consumers residing in Turkey. Results showed that the other factors, aside from eco-labeling, such as eco-friendly packaging and branding, eco-friendly products, and premium pricing, have been found to influence consumers’ environmentally friendly behavior. Implications of these factors are discussed.

Keywords: Green marketing; Consumer behavior; Environment (search for similar items in EconPapers)
Date: 2025
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-81962-9_8

Ordering information: This item can be ordered from
http://www.springer.com/9783031819629

DOI: 10.1007/978-3-031-81962-9_8

Access Statistics for this chapter

More chapters in Springer Proceedings in Business and Economics from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().