YEŞİL PAZARLAMA BAĞLAMINDA YEŞİL ÜRÜNLERE İLİŞKİN TÜKETİCİ SATIN ALMA DAVRANIŞI; KAFKAS ÜNİVERSİTESİ ÖRNEĞİ
CONSUMER PURCHASING BEHAVIOR ON GREEN PRODUCTS IN THE CONTEXT OF GREEN MARKETING; KAFKAS UNIVERSITY EXAMPLE

Summary/Abstract: The aim of this study was to determine the awareness of the environmental awareness of the academic staff of Kafkas University on green marketing activities and the tendency to buy green products. In this study, the current situation was tried to be used by using relational survey model. For this purpose, a questionnaire was applied to 353 academic staff working in 2017-2018 academic year in Kafkas University in October 2018. SPSS 21.0 package program was used to analyze the collected data. The validity and reliability analyzes were applied to the data collection tool. In order to analyze the research data, frequency analyzes, difference tests and correlation analyzes were performed. In this study; significant differences were found between the academicians' buying trends, green marketing activities awareness and environmental sensitivities and various demographic variables. In addition, it is concluded that academicians have a significant positive correlation between green product buying trends, green marketing activities awareness and environmental sensitivities..

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