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Anahtar Kelimeler: Yeşil Pazarlama, Çevreye Duyarlı Ürün, Ekolojik Çevre, Tüketici Bilinci, İstatistiksel
Analiz
Green Marketing and Consumer Tendency of Eco-Friendly Products
Abstract
Green marketing; provides protection of natural components as air, water, earth etc. and shows the
permanence relating to committed initiatives from the way of marketing aspect. This aspect awakens conscious
of consumers by explaining environment friendly products and as a result of this activity, occurs sensitivity and
consumer tendency to use environment friendly products increases more. This marketing strategy appears as
costly at first look, in long term this strategy turns into profit in terms of the producer.
In this study, subsequent to explaining the benefits and application area of green marketing mentality
theoretically in terms of consumer and producer, this issue has become more concrete by application parts. By
means of the acquired data from surveys conducted to 370 students at Istanbul Aydın University, statistical
analysis have been studied on the program SPSS 16.00, descriptive statistical analysis (mode, median, average,
standard deviation) has been taken and reliability analysis has been done. The result of comparison committed by
demographic data, there is a relation between “ Environment Friendly Product Consciousness” and class level,
the profession kind of family, the education level of parents, the income level of family, there is also a relation
determined between “Environment Consciousness” with science field, age and sex.
Keywords: Green Marketing, Environmentally Friendly Products, Ecological Environment, Consumer
Awareness, Statistical Analysis
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İstanbul Aydın Üniversitesi Endüstri Mühendisliği Bölümü,
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