GREEN CONSUMERS IN GREEN MARKETING

Abstract

In recent years, environmental issues and problems have risen due to mass production, environmental destruction and global warming. For these reasons, consumers are changing their purchase preferences to environmentally friendly products. Additionally, strategic marketing actions of companies target their products and services to these kinds of consumer groups to gain market share and minimize their production costs. This research aims to understand the importance of promoting green products and then tries to explain consumers buying intensions and decision of green or ecological friendly products under the consumer behavior theory.