Green Marketing and Attitude Affect the Consumer Buying Behavior of Green Product in Turkey

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引用次数: 2

Abstract

Consumers are increasingly looking for natural goods to live more sustainably and healthily in recent years. As a result, firms have begun aligning their strategies with sustainability by emphasizing their production of natural products that are both beneficial for health and environmentally sustainable. However, there is a risk of deceptive claims being made. This is study focuses on determining consumer buying behavior regarding green products in Turkey, with an emphasis on the effect of green marketing and attitude on consumer buying behavior. The study integrates fundamental theoretical approaches to consumer buying, such as the theory of planned behavior (TPB), in a modified conceptual framework. A survey of 385 Turkish consumers knowledgeable about environmentally friendly green products was used to gather data, which was then analyzed using the SPSS 26 software. The results show that green marketing and attitudes have a significant influence on Turkish customers' consumer buying behavior.The findings of this study offer insight into theoretical approaches to consumer buying behavior for researchers and academicians and provide guidance for marketers in devising green marketing strategies to achieve optimal competitive advantage.
绿色营销和态度影响土耳其消费者的绿色产品购买行为
近年来,消费者越来越多地寻求天然产品,以实现更可持续、更健康的生活。因此,各公司已开始将其战略与可持续性结合起来,强调生产既有利于健康又具有环境可持续性的天然产品。然而,存在欺骗性声明的风险。本研究的重点是确定土耳其消费者购买绿色产品的行为,重点是绿色营销和态度对消费者购买行为的影响。该研究将消费者购买的基本理论方法,如计划行为理论(TPB),整合在一个改进的概念框架中。对385名了解环保绿色产品的土耳其消费者进行调查,收集数据,然后使用SPSS 26软件进行分析。结果表明,绿色营销和态度对土耳其消费者的消费购买行为有显著影响。本研究结果为研究人员和学者提供了深入了解消费者购买行为的理论方法,并为营销人员设计绿色营销策略以获得最优竞争优势提供了指导。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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