THE ANALYSES OF EXPECTATIONS FROM HIGHER EDUCATION STUDENTS ABOUT GREEN MARKETING: A CASE ON DUZCE UNIVERSITY

In this study, the literature about consumer classifications about green marketing elements, environment friendly product and green product has been investigated and a field study about the subject has been made. The field study has applied on graduate and undergraduate students that studying at Duzce University Central Campus. Primary goal of this study is to look for the answer of what does the students expect from companies on the green marketing subject. Secondary goal is to make the participation to the judgements about green marketing subject of the students in Duzce University Central Campus more significant. The phrase group, intended to the participation level to the judgements about green marketing of the students, has been subjected to a factor analyse. The variables are shaped under four factors such as sustainability, social acceptability, environmental consciousness and security. These four factors has explained % 61,395 of the variance. The expectation levels of the students from the companies about green marketing have been graded into three importance levels. According to the results of the study, sustainability mentality has been given importance by the students and companies, which have environmental management standards, are rather chosen than the other companies. It has been determined under the objective of green purchasing behaviors, students have the attitudes that would not bring them financial burden and they are not willingly pay more to the products which produced in environmental friendly ways rather than the alternatives.