مرکز منطقه ای اطلاع رساني علوم و فناوري - Consumer perception in green marketing: The case of Kahramanmaras city center

Author/Authors :

Şahin, Ahmet Kahramanmaraş Sütçü İmam Üniversitesi - Ziraat Fakültesi - Tarım Ekonomisi Bölümü, Turkey , Meral, Hüseyin Kahramanmaraş Sütçü İmam Üniversitesi - Ziraat Fakültesi - Tarım Ekonomisi Bölümü, Turkey , Aytop, Yeşim Kahramanmaraş Sütçü İmam Üniversitesi - Ziraat Fakültesi - Tarım Ekonomisi Bölümü, Turkey

Abstract :

Green Marketing is product development and marketing activities designed to increase environmentalquality or to decrease negative impacts on physical environment. The purpose of this study was todetermine the factors that are effective in consumer preferences concerning products presented by green marketing methods to consumers in Kahramanmaraş City Centre. Data produced from surveys doneface to face with 271 consumers at Kahramanmaraş City Centre formed the main material of theresearch. Data was analyzed using descriptive statistics and chi-square test. According to the research results; 76.38% of the consumers had no idea about green product. However, it was determined that39.85% of the consumers bought green product after explaining green product concept. Consumers pay mostly attention to food products being green product, while they pay less attention for the productsbeing green in the automotive sector. Consumers stated that they consumed green product mostly tostay healthy and less for prestige. Whether there are chemical additives or not in products (greenproduct), not to prefer environmentally hazardous product just because it is cheap (green price),preferred eco-credential products to arrive fast (green distribution), effect of advertisement on buyingorganic (natural) product (green promotion) are mixed green marketing propositions to whichconsumers gave more importance. Results of this study will provide important information to decisionmakers to determine consumer preferences to give direction in their study.