Vol. 5 No. 1 (2020): Turkish Journal of Marketing
Articles

ANALYZING GREEN PURCHASING BEHAVIOR OF TURKISH AND PERSIAN CONSUMERS

Sara MOSAVICHECHAKLOU
İstanbul University
Zehra BOZBAY
Istanbul University
Bio

Published 04/25/2020

Keywords

  • Anahtar Kelimeler: Yeşil Satın Alma Davranışı, Yeşil Satın Alma Davranışının Öncülleri, Türk Tüketiciler, İranlı Tüketiciler.
  • Keywords: Green Purchasing Behavior, Antecedents of Green Purchasing Behavior, Turkish Consumers, Persian Consumers.

How to Cite

MOSAVICHECHAKLOU, S., & BOZBAY, Z. (2020). ANALYZING GREEN PURCHASING BEHAVIOR OF TURKISH AND PERSIAN CONSUMERS. Turkish Journal of Marketing, 5(1), 37–58. https://doi.org/10.30685/tujom.v5i1.76

Abstract

Consumers being conscious about environmental issues tend to have favorable attitude to green purchasing. Offering eco-friendly products and services should be a good strategy for all companies wishing to provide competitive advantage in the marketplace. In the literature, a number of factors accepted as the antecedents of green purchasing behavior and this study examined eight factors of them. It is predicted that the factors which have an effect on the green purchasing behavior are different between the consumers having different nationality due to cultural differences. The purpose of this study is to determine the differences between both the antecedents of green purchasing behavior and green purchasing behavior of Turkish and Persian consumers. According to the results, differences are found between some antecedents of green purchasing behavior as environmental knowledge, social influence, environmental concern, perceived seriousness of environmental problems, concern for self-image, and green purchasing behavior of Turkish and Persian consumers.

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