Profiling green consumers in an emerging country context

The environmental issues have long been at the center of attention of academia, companies, and governments. The consumers of today are more environmentally conscious while making their purchase decisions. The positive attitude onto environmentally friendly products resulted in a “new marketing philosophy,” namely green marketing. The research that investigates the topics related to green marketing on consumers from emerging countries is restricted. In this study, in order to understand the profile of green consumers, a survey is conducted with 504 respondents. Green marketing phenomenon has emerged as a result of the green movement within the society and grew up related with the ecological and societal marketing concepts (Peattie and Charter 2003). The study segments the Turkish consumers in accordance with their green behaviors as well. Another finding which is consistent with previous literature is that consumers tend to perform a green behavior if it is easy to perform, especially at home. This study provides an understanding of the green consumer behavior to further research in green marketing field.