Abstract
The market for environmentally friendly products in Turkey is growing, and marketing experts are trying to understand the behavior of the consumers in this market with the help of variables such as demographic factors, information, attitudes, values and life styles. This study analyzes the effects of environmental activism, environmental knowledge and the perceived seriousness of environmental problems on green buying behavior. The study involved 516 Turkish consumers, over eighteen years of age. The results show that environmental activism, environmental knowledge and the perceived seriousness of environmental problems are all meaningful factors in environmentally friendly buying behavior. It was found that the most explanatory variables are environmental activism for proactive environmentally friendly buying behavior and the perceived seriousness of environmental problems for optional environmentally friendly buying behavior. The study is significant since it will offer insights for green marketing experts who especially target specific segments as activists, voluntary simplifiers or green consumers in Turkey.
Highlights
As a result of increasing industrial activity and individual consumption habits since the industrial revolution, environmental deterioration has become a growing global problem
Methodology and Application The aim of the present study is to investigate the nature of the relationship between environmental activism, the perceived seriousness of environmental problems, environmental knowledge and environmentally friendly buying behavior
The findings of this study show that activism is the top predictor of Turkish consumers’ proactive environmentally friendly buying behavior, followed by the perceived seriousness of environmental problems, and by environmental knowledge
Summary
As a result of increasing industrial activity and individual consumption habits since the industrial revolution, environmental deterioration has become a growing global problem. There are studies showing that many social, cultural and personal factors such as perceived seriousness of environmental problems, knowledge on environmental issues, environmental concern, values, life styles and demographical factors influence environmentalist behavior. On the other hand, Schwartz’s (1977) altruistic behavior model emphasizes the fact that individuals behave under the influence of personal norms. In this model behavior can be explained by the interrelationships of four main structures: personal norms, social norms, awareness of consequences and taking responsibility. Fietkau & Kessel’s (1981) ecological behavior model used psychological and sociological factors to explain environmentalist behavior, while Kollmus & Agyeman (2002) emphasized the importance of personality traits, value systems, obstacles and environmental awareness The central idea of the model is that the effect of social norms on individual behavior is not direct. Fietkau & Kessel’s (1981) ecological behavior model used psychological and sociological factors to explain environmentalist behavior, while Kollmus & Agyeman (2002) emphasized the importance of personality traits, value systems, obstacles and environmental awareness
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