Consumer Behaviour of Turkish Millennials on Green Products

With the effects of globalization and increasing population, environmental problems started to escalate and eventually it altered the purchasing and consumption habits of the consumers. Nowadays, in order to satisfy needs and wants of the consumers and to contribute saving the environment, the green products became more of an issue. This master thesis aimed to analyse consumer behaviour of Turkish Millennials on green products, to investigate the encouraging and discouraging factors for green purchasing and to examine the relations between demographic and socio-economic factors with green product awareness, green product interest and green purchasing of Turkish Millennials. In order to achieve these objectives, besides literature review, the quantitative research was conducted with 124 Turkish Millennials. According to the findings, 82 percent of the Turkish Millennials are aware of the green products and 77 percent of them are interested in green products. Furthermore, 70 percent of Turkish Millennials are purchasing green products. The most encouraging factor for this behaviour was determined as being less destructive to the environment. Contrarily, the biggest barrier for green purchasing was determined as higher prices. Regarding results of the demographic analysis, women Turkish Millennials are purchasing green products more than men. In addition to that, respondents with higher education level and higher income level have more awareness towards green products and are also purchasing green products more than respondents with lower education and lower income.