EXAMINING THE OPINIONS OF THE MANAGERS IN BEAUTY CENTERS ON GREEN PROMOTION IN TERMS OF DEMOGRAPHIC VARIABLES: SIVAS EXAMPLE

Abstract

Purpose- With the increasing environmental pollution and chemicals entering human life in recent years, people's concerns about life and health are increasing. As consumer awareness about the environment and health increases, people tend towards green products. From past to present, people have benefited from plants to look beautiful and to treat health problems. Some businesses that are aware of their social responsibility in the cosmetics sector and that produce, turn to natural products in production in order to reduce the effects of chemicals used on human life. In this way, businesses both protect human health and strengthen their sectoral images in the beauty market. By adopting the concept of green products, businesses fulfill their responsibilities to protect the environment while meeting the demands of their customers. The aim of this study is to examine the views of beauty center managers about green promotion activities in terms of demographic characteristics. Methodology- The universe of the study consists of 51 beauty center managers in Sivas. A survey study was conducted to understand whether there is a difference in green promotion activities of beauty center managers within the scope of demographic variables. T test and One-Way ANOVA test were applied to determine whether the evaluations of beauty center managers for green promotion differ in terms of demographic characteristics. Findings- Considering the findings obtained as a result of the study, no significant difference was found in the managers' views on green promotion in terms of demographic variables. It is understood that beauty center managers mostly agree with the statements about green promotion. Conclusion- When the results of the study are evaluated, it is concluded that women are more sensitive in terms of gender and singles are more sensitive in terms of marital status. It has been concluded that there is no statistical difference in terms of demographic characteristics in the attitudes and behaviors of managers regarding green promotion. Keywords: Beauty centre, green product, green promotion JEL Codes: M30, M31, M37