A STUDY ON EXAMINING THE INDICATORS MAY INFLUENCE THE HOUSEHOLDS' PREFERENCES OF THE GREEN PRODUCTS & SERVICES

Abstract

Individuals perception of today on environmental problems and comparative measurement of attitudes and behaviors based on this stand out increasingly. In fact, individuals attitudes on products and services with the identity of consumer, is a situation that has to be examined in the dimension that is a reflection of the environment perceptions on consumption and consumer behaviors. With the most common approach, the produced and presented products and services taking into account to protect and to grow the natural environment, are called green products and services. In this respect, consumers gives the decision of purchasing related products and services (green products and services), examination of the trend and the level of choice together on these type of products and services is very crucial. In this study, preference (pereference level) of green product and services belonging to households and elements important on them is analyzed. In this regard, moving with the information obtained through the analysis it is intended to contribute creation and application of accurate and effective socio-economic policies concerning to environment problem basis on households and green product-service management. The current study is carried out with the research conducted on a sample of households which contains the total of 150 households. Within the scope of the sample of households, in which level that they benefit the green product and services, is dealt according to their preference level. Consumers, according to their preference level, are referred as "Green Consumers - (Preferred)", " In Between Consumers-(not decided)" and "Non Green Consumer-(Not Preferred)" in 3 different groups. According to consumer preference groups, in order to analyze exhaustive the factors that affect the preference of green product and service, the results that obtained through sampling study are subjected to "Discriminant Analysis". As a result of reviews and evaluations belonging to this analysis, based on groups created according to green product and service preference level, the facts that are beyond of socio-economic, socio-cultural and demographic factors are identified as more important, effective and significant onto green product and service preference of households/consumers in Istanbul. As a result of the analysis conducted, consumers based on households, contrary to these elements, it has been found that elements and paradigms, such that how much they see and perceive as environmentalist particularly themselves and close environments, are effective.