DIFFERENCES OF THE FACTORS AFFECTING THE ATTITUDES OF EMPLOYED INDIVIDUALS TOWARDS GREEN PRODUCT ADVERTISEMENTS BY THEIR DEMOGRAPHIC CHARACTERISTICS

The reckless consumption of nature to respond to any need has led to the disruption of natural balance and nearly extinction of environmental resources. Environmental problems created by the damage to the structure of nature not only affect the ecological system, but also pose an immense challenge for human health. Hence, the consumers who have become aware that resources and living spaces to maintain their living conditions have been increasingly declining are inclined to adopt a more sensitive attitude in consumption process. Businesses have also turned to green advertising for the promotion of their products and services to strengthen their presence and elude competition with other businesses under these circumstances. This study aims to identify the factors that affect the consumer attitudes of the employed individuals on green advertisements for the businesses, and examine their differences according to demographic features. The reason for the selection of employed individuals is assumption that they will be effective of consumers having purchasing income especially in qualified green product purchasing decisions. The questionnaire form designed for this purpose was conducted on 400 individuals selected through convenience sampling method among people living in central district of Kastamonu. It was found that the factors affecting these employed individuals attitudes towards green product advertisements significantly differ according to gender, marital status, age, education and occupation.