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The relationship between green marketing mix and purchasing ıntention of reusable shopping bags
(İstanbul Bilgi Üniversitesi, 2022) Dehghanzad, Mahmoud; Atakan, Serap
ABSTRACT: Awareness about environmental issues makes people change their mind about their lifestyle and they want to have green attitudes in their daily life. Therefore, nowadays people prefer to have lower impact on environment in comparison to some years ago. Moreover, companies and organizations are witnessing about changing the consumers’ purchasing intention of green products. This study aims to find the relationship between green marketing mix strategy and purchasing intention on green satisfaction, and green loyalty of consumers that use reusable shopping bag as a green product. The analysis of the data collected from 319 respondents reveals that there is significant difference between male and female consumers in green satisfaction. There is also significant difference between consumers educational level and purchasing intention and green loyalty of reusable shopping bags. By comparing the means, it is seen that higher educational level can bring more purchasing intention and loyalty for reusable shopping bags.