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Summary


THE EFFECT OF CONSUMERS' GREEN PRODUCT USE PREFERENCES ON THEIR PURCHASING BEHAVIOR: THE CASE OF DAMLA WATER

Awareness of some disturbances in the ecological order has led to some changes in consumption habits as a result of rising environmental pollution and consumer awareness of some disturbances in the ecological order. Consumers have started to move toward conscious consumption as a result of increased environmental consciousness. Environmentally friendly products have become more common in this context, and companies have become more inclined to produce and maintain environmentally friendly products. This consumption trend has been labeled "green marketing" in the literature. Green marketing, in other words, refers to all marketing activities aimed at satisfying consumer needs by providing alternative alternatives to scarce resources in a manner that is environmentally friendly and does the least damage to the natural jaw. The aim of this study is to look at the impact of consumers' green product consumption preferences on their buying behavior using Damla Water as an example. The case study was used as one of the qualitative analysis techniques in this study. The study group was made up of 16 volunteers aged 25 and up. Due to the COVID-19 pandemic, it was conducted through Google Meet with the study participants. An interview form with three questions to determine the demographic characteristics of the study group and 12 semi-structured open-ended questions to determine the impact of the COVID-19 process on the attitudes of consumers living in Turkey and to determine their views on consumer trends was used as the research's data collection tool. The MAXQDA 2018 Program was used to analyze the data using the descriptive analysis technique. It is thought that the results of the research will contribute to the relevant literature by raising awareness of the consumers through the "Plant Bottle" advertisement, which is the green marketing strategy of Damla Water.



Keywords
Green Marketing, Green Product, Green Product Usage Preference, Consumer Buying Behavior, Damla Water

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