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Present Environment and Sustainable Development

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The Importance of Environmental Attitudes Towards Products for Sustainability and Business Strategies

Cetin Kalburan / Selcuk Burak Hasiloglu
Published Online: 2018-11-14 | DOI: https://doi.org/10.2478/pesd-2018-0043

Abstract

In green marketing, it is crucial for businesses to decide first to whether the environmental benefits of the product or its individual benefits should be emphasized. Knowing the environmental behaviors of those who prefer these products in their daily lives will also help to classify the consumers. In this research, the relationship between ecocentric and anthropocentric attitudes towards products, environmental behavior, eco-brand awareness, and eco-brand loyalty have been investigated in order to highlight the aforementioned issues. These relationships have been tested with a structural equation model. Within the scope of the research, the questionnaire method was used as the data collection method. The sample of the research consists of teacher candidates. The results show that there is a positive relationship between ecocentric attitude towards products and environmental behavior and no statistically significant relationship between anthropocentric attitude and environmental behavior. In addition, there was a positive relationship between environmental behavior and brand awareness; and brand awareness and brand loyalty.

Keywords: green marketing; sustainability; environmental attitudes; environmental behavior; structural equation modeling

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About the article

Published Online: 2018-11-14

Published in Print: 2018-10-01


Citation Information: Present Environment and Sustainable Development, Volume 12, Issue 2, Pages 233–245, ISSN (Online) 2284-7820, DOI: https://doi.org/10.2478/pesd-2018-0043.

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© 2018 Cetin Kalburan et al., published by Sciendo. This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License. BY-NC-ND 3.0

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