IMPACT OF GREEN MARKETING ON CONSUMER PURCHASE BEHAVIOR AND CUSTOMER SATISFACTION IN ISTANB

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