The Mediator Role of Green Brand Awareness in the Effect of Environmental Awareness on Green Purchasing Behavior

Abstract

Purpose – The purpose of this research is to determine the mediating role of green brand awareness in the effect of environmental awareness on green purchasing behavior. Design/methodology/approach –Online survey method is used in the data collection process of the research. The population of the research consists of consumers over the age of 18 living in Istanbul. Simple random sampling method is used to determine the sample. According to this method, 384 consumers should be reached. For this study, data was collected from 415 consumers and analysis was done on this sample. In the research, the mediating role of the independent variable on the effect of the dependent variable is determined by using Mediator Regression Analysis, one of the Structural Equation Modeling. Findings – As a result of this research, it was concluded that green brand awareness has an effect on the changes in green product purchasing behavior of environmentally conscious consumers. Discussion – Environmentally conscious consumers are people who support or can support the solution of environmental problems. For this reason, consumers with high environmental awareness show purchasing behavior towards environmentally friendly products. Changing consumer purchasing behavior forces companies to produce brands that do not harm the environment. As environmentally friendly companies operate with an environmentally friendly or green management approach, they begin to take the environment into account, minimize the damage to the environment, change production processes, train employees to be environmentally sensitive, use technologies that do not harm the environment, and create new goals. Environmental awareness has begun to emerge among consumers who are concerned about the environment, and this awareness has brought about changes in consumers' purchasing behavior. Consumers who prefer products that do not harm the environment and reflect environmental concerns in their purchasing behavior have begun to consume more environmentally friendly products. As consumers' purchasing behavior changes and their purchase of environmentally friendly products increases, companies have taken advantage of this situation and added the concept of 'green' to their brand strategies by convincing consumers that their brands are environmentally friendly. Environmentally friendly brand awareness began to emerge through companies' advertising and marketing activities.