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The Industrial Revolution has led to numerous global problems that became significant for the worldwide public after the 1970s. The growing global environmental issues have heightened consumer sensitivity, emphasized the importance of green marketing, and addressed these ecological sensitivities in the business world. Sustainability and ecological consciousness have a major role in the purchasing decisions made by consumers in today’s business world. Green marketing strategies are essential in this situation for both companies and consumers. Examining how eco-labeling, eco-friendly packaging and branding, eco-friendly products, and premium pricing affect consumer behavior is the focus of this research. The survey method was used for a convenient sample of 342 consumers residing in Turkey. Results showed that the other factors, aside from eco-labeling, such as eco-friendly packaging and branding, eco-friendly products, and premium pricing, have been found to influence consumers’ environmentally friendly behavior. Implications of these factors are discussed.

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The Role of Green Marketing on Consumers’ Behavior Toward the Environment

  • 会议论文

  • 出版模式：

    开放获取

  • 发表日期：

    2025年

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  • Eda Yaşa Özeltürkay,
  • Murat Gülmez,
  • Mustafa Öztürkel,
  • Beste Demirci

摘要

The Industrial Revolution has led to numerous global problems that became significant for the worldwide public after the 1970s. The growing global environmental issues have heightened consumer sensitivity, emphasized the importance of green marketing, and addressed these ecological sensitivities in the business world. Sustainability and ecological consciousness have a major role in the purchasing decisions made by consumers in today’s business world. Green marketing strategies are essential in this situation for both companies and consumers. Examining how eco-labeling, eco-friendly packaging and branding, eco-friendly products, and premium pricing affect consumer behavior is the focus of this research. The survey method was used for a convenient sample of 342 consumers residing in Turkey. Results showed that the other factors, aside from eco-labeling, such as eco-friendly packaging and branding, eco-friendly products, and premium pricing, have been found to influence consumers’ environmentally friendly behavior. Implications of these factors are discussed.