THE MEDIATING ROLE OF ENVIRONMENTAL CONSCIOUSNESS IN THE EFFECT OF GREEN PRODUCT AWARENESS ON CONSUMER PURCHASE INTENTION

This study aims to determine the mediating role of environmental awareness in the effect of green product awareness on consumers' purchasing tendencies. The study data was obtained through an online survey and convenience sampling method. The data obtained in the research were analyzed with the help of SPSS and AMOS data analysis programs. There are many studies in the literature on environmental awareness, green products, and consumers' purchasing behaviors. However, no study has been found that has examined all three variables together regarding the mediating role of environmental awareness in the effect of green product awareness on consumers' purchasing tendencies. This situation constitutes the originality of this study. The research found that green products and environmental awareness significantly affect consumers' purchasing tendencies. There is a significant and positive relationship between green product awareness and environmental awareness, and environmental awareness has a mediating role in this relationship.