CONSUMERS' APPROACH TO GREEN PRODUCTS: A QUALITATIVE STUDY EXAMPLE
TÜKETİCİLERİN YEŞİL ÜRÜNLERE YÖNELİK YAKLAŞIMI: NİTEL BİR ÇALIŞMA ÖRNEĞİ

Author : TUĞÇE AYDOĞAN KILIÇ - Doç. Dr. Gülsüm ÇALIŞIR
Number of pages : 71-98

Abstract

Today, as technology gains momentum, individuals have started to take on a role to raise awareness of environmental issues. Thus, individuals have become more sensitive to the reflection of environmental problems to the world. Environmental destruction in production processes it causes irreversible damage to nature and therefore to the world. The increase in consumers ' expectations of brands in this regard has made it necessary for businesses to change their marketing approach. The aim of this research is to demonstrate the awareness, knowledge and evaluation of green products of individuals living in Gümüşhane who have undergraduate/graduate level of education and who have middle/upper income level. The research was conducted by semi-structured research method with 12 individuals. The study concluded that participants had limited green knowledge about green products and had environmental concerns as consumers. However, according to the information obtained, participants ' knowledge and awareness of the subject is not always reflected in their purchasing behavior. This situation is closely related to the lack of confidence in the brand among the participants, the price of the product, problems in reaching the relevant product in Gümüşhane.

Keywords

Green Product, Environmental Marketing, Consumer, Gümüşhane

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