期刊名称：Erciyes Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi
印刷版ISSN：1301-3688
电子版ISSN：2630-6409
出版年度：2021
期号：58
页码：155-176
DOI：10.18070/erciyesiibd.755142
语种：Turkish
出版社：Erciyes University
摘要：People’s awareness of the environment has started to increase with the increase of environmental problems. Therefore, businesses have started to change their business models by considering the environmental awareness of the consumers. In this context, green marketing activities have started in the context of marketing. With green marketing, businesses give consumers the image that they produce products / services that do not harm the environment. The behavior of consumers to purchase green products is influenced by some factors. In this context, determining the factors affecting green products purchasing is important for marketing activities. Some of these factors are demographic features, generations, green knowledge level, life satisfaction. In this context, the primary aim of the study is to determine the effect of green marketing knowledge level and life satisfaction on green product purchasing behavior based on generations. In the study, it was also aimed to determine whether the green product purchasing behavior differs according to other demographic features. The study was conducted with a total of 579 participants in the city of Antalya. According to the results, it was determined that life satisfaction of X and Y generation had an effect on green product purchasing behavior, while there was no effect in the context of Z generation. It was revealed that green marketing knowledge level has an effect on green product purchasing behavior in the context of generation X and Z, whereas it is revealed that there is no effect in the context of generation Y. Also, the tendency of married participants to purchase green products is higher compared to single participants. Participants in the income group of “1499 ₺ and below” are less likely to purchase green products than those in the income group of "1500-2499 ₺" and "5000 ₺ and above".
关键词：Yeşil Pazarlama;Bilgi Düzeyi;Yaşam Tatmini;Yeşil Ürün Satın Alma;Kuşaklar
