THE ROLE OF ENVIRONMENTAL CONCERN AND PERCEIVED CONSUMER EFFECTIVENESS IN THE PREFERENCE OF GREEN PRODUCTS: AN EXAMINATION OF MOTHERS WITH BABIES
Environmental concern and environmental awareness have been one of the topics receiving much interest throughout the world in recent years. The increase in the environmental concerns and attitudes of people also drawn the attention of businesses, and a new market was created under the name of eco-friendly products and environmental marketing by the businesses that attempted turn this crisis into an opportunity. In parallel with the rest of the world, environmental marketing has become one of the areas with increasing interest from the businesses due to the green product preferences of the consumers in Turkey. The aim of this study is to reveal the effect of the levels of environmental concern and perceived consumer effectiveness of mothers with babies in the age of 0-36 months on green product purchasing behaviour. The study demonstrated that environmental concern has a significant effect on green product purchasing behaviour and perceived consumer effectiveness, and perceived consumer effectiveness has a significant effect on green product purchasing behaviour (p<0.01). In addition, it was determined that perceived consumer effectiveness has an intervention role in the relationship between environmental concern and green product purchasing behaviour.

Keywords
Environmental Concern, Perceived Consumer Effectiveness, Green Marketing, Environmental Marketing.