Abstract
Green marketing is part of the understanding of environmentally sensitive business administration. Businesses need to make all production process green in order to demonstrate their environmental sensitivity. In other words, going green requires a holistic approach. In terms of environmentalism, it is extremely important for business owners and managers to be environmentally conscious and make other workers so, to choose raw material with the least harm to the environment, to improve the processes of production in order to reduce waste amount, to recycle waste, to collect unrecyclable waste and destroy it with the least harm to the environment. Reducing the amount of packaging, choosing recyclable decomposable material for packaging and encouraging the collecting of packaging waste are energy elements of distribution and promotion. Businesses have to become as sensitive as individuals towards the natural environment in order to survive themselves. In this study, the relationships between the social-demographic characteristics of consumers and consumers’ green purchasing behaviour have been examined. In the research part of the study, a research was made on the fourth classs tudents of Ataturk University, Faculty of Communication. The research is madewith a survey which includes questions about student’s environmental experience, their attitude about environment and their thought about environmental issues. Research realized on 200 samples.
Highlights
Today consumers’ needs and demands are changing rapidly and businesses work to improve their understanding of administration, areas of activity and strategies of marketing in order to keep up with the many changes taking place globally
While producers’ decisions take commercial worries, competition and consumer demands into account and consumers’ decisions are directed by buying behaviors, satisfaction of needs and many psychological factors, both producers and consumers are influenced in decision-making by their relationship with the external milieu
Two of the most important external milieu factors which affect businesses and consumers are the natural balance of the world and the elements of ecology
Summary
Today consumers’ needs and demands are changing rapidly and businesses work to improve their understanding of administration, areas of activity and strategies of marketing in order to keep up with the many changes taking place globally. Ecology and natural balance have for so long not come into prominence due to problems of individual awareness as well as problems of society and the country and their importance has begun to be understood only recently Businesses consider these issues in their strategies of production and design of products and consumers pay importance to whether a certain product is harmful to the environment. These developments have led to the establishment of environmental NGOs and helped place the natural environment among the criteria for international quality standards and legal regulations These developments have affected marketing activities substantially and an understanding under the name of environmentalist marketing which takes ecological factors into account in every step of the design of marketing activities has developed
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