Tüketicilerin Yeşil Pazarlama Uygulamalarına Yönelik Tutum ve Davranışları: Silifke Örneği
Customers’ Attitudes and Behaviors Toward Green Marketing Implementations: A Case Study of Silifke

Summary/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 toward green marketing, their demographic features and their purchasing intentions against environment-friendly products, in order to contribute the sectoral improvement. A descriptive research methodology is used in this research. The Silifke district of Mersin city in Turkey defines the population of this research. A 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 applied for the test of hypotheses. According to the demographic features of customers, it is found that the majority of the data is gathered from customers who are married and have a high level of educational background. 88% of the participants specified that companies’ green marketing policies have positively affected their purchasing intentions of those companies. Food products (39.3) and cleaning products (27.3%) are the main items that customers have purchased among green products. The Likert scale is preferred in the research to assess the attitudes and behaviors of customers toward green products. It is found 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 are discussed according to their demographic features.

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