Abstract:
Green marketing has recently appeared in business and marketing field as a result of
consumers` intense interest in sustainable approach to commodities and increased
level of environmental concern. Nature of consumers` purchase behavior as well as
customer satisfaction related to activities of green marketing has been studied by
quite a great number of researchers. Despite the fact that a number of researches have
been conducted to study the impact of green marketing on consumer purchase
behavior in Istanbul, no work has been done to measure the impact of green
marketing on customer satisfaction in this city. In this study we used a holistic
approach to these two trends by analyzing the extent of influence of green marketing
on consumer purchase behavior and customer satisfaction in Istanbul. We analyzed
400 respondents` data collected from various groups in social media which are
popular among the population of Istanbul in the period of a month from April 2021
till May 2021. Statistics were analyzed by the usage of SPSS program and the results
were outlined with the help of charts as well as diagrams. Findings of the research
discovered that green marketing tools have a significant impact on both consumer
purchase behavior and customer satisfaction level in Istanbul. Furthermore, with the
help of the study the relationship between demographical traits of respondents and
their purchase behavior as well as satisfaction level was determined. Moreover, the
study discusses practical implication of green marketing tools and highlights
recommendations for future research
