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A FIELD SURVEY ON GREEN MARKETING AND MEASUREMENT OF CONSUMPTION HABITS OF GREEN PRODUCTS

A. Hazar, F. Taskin, G. N. Guven

First published: 2009DOI pendingView metrics

Abstract

In the face of current population growth and fast depletion of resources, organizations and society have become more conscious of the protection of the environment. Organizations are no longer concerned solely with profit maximization; instead, they have adopted a green marketing concept which makes them socially more responsible and sensitive to environmental affairs. What is green marketing? Besides meeting customers’ needs, it is an approach that includes planning, development, pricing, distribution and holding of environmentally friendly products so as to help an organization achieve its objectives. When we look at organizations that adopt green marketing, we see that they implement at least one of the activities of reusing, recycling and reducing so as to realize it. This study aims to determine consumers’ perspective to the today’s popular green marketing concept, and measure green product consumption habits. 220 consumers at 3 major shopping malls in İstanbul were surveyed to determine environmentalist movements of consumers and measure their purchasing trends. Resulting data were analyzed in SPSS 13.0 software program using Chi-square, ANOVA, and two independent sample t-test analyses tools. Results show that although consumers do not know the green marketing concept, they have the consumption habit of green product. Moreover, they prefer cheaper products without considering their effects on the society.

Publication details

Title
A FIELD SURVEY ON GREEN MARKETING AND MEASUREMENT OF CONSUMPTION HABITS OF GREEN PRODUCTS
Authors
A. Hazar, F. Taskin, G. N. Guven
Proceedings
9th International Multidisciplinary Scientific GeoConference SGEM2009
Publisher
SGEM Scientific GeoConference
Year
2009
Pages
711-720
SWS Citekey
Guven2009198
ISSN
Not available yet
ISBN
954-91818-1-2
Language
en
Publication type
Conference Paper
Keywords
Environmental EconomicsGreen marketingconsumerenvironmental awarenessenvironmentfriendlygreen product
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