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

AUTHOR/S: A. HAZAR, F. TASKIN, G. N. GUVEN
Sunday 1 August 2010 by Libadmin2009

9th International Multidisciplinary Scientific GeoConference - SGEM2009, www.sgem.org, SGEM2009 Conference Proceedings/ ISBN 10: 954-91818-1-2, June 14-19, 2009, Vol. 2, 711-720 pp

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.

Keywords: Green marketing, green product, environmental awareness, environmentfriendly, consumer.