Factors Affecting Consumers’ Green Product Preferences: The Case of Kırşehir Province

This study aims to identify the factors influencing green product consumption preferences among consumers residing in the central district of Kırşehir Province, in terms of various demographic characteristics. Data were collected from 581 participants through questionnaire and analyzed using descriptive statistics, frequency tables, and Chi-square tests. Findings revealed that 87.8% of the respondents reported consuming green products (female = 267; male = 314). Results from the Chi-square analysis indicated that marital status, level of education, presence of chronic illness, and awareness of environmentally friendly products were statistically significantly associated with green product consumption (p<0.05). Participants commonly defined green products as those with restricted use of chemicals and hormones and cited this attribute as a primary reason for their preference. The majority of respondents stated that green products differ from organic products and reported the internet as their main source of information. Most participants stated that they typically accessed green products at local bazaars, with fruits and vegetables, as well as grains and legumes, being the most frequently consumed product groups. The results indicate that, according to consumer opinions, the most significant barriers to purchasing green products are price, difficulties in access, and consumption habits. In response to a question regarding factors that could potentially increase green product consumption, the majority of participants selected “raising consumer awareness” and “reasonable pricing” as the most influential options. The results contribute to businesses and policy makers in developing strategies to raise consumer awareness and facilitate access to green products, with the aim of disseminating sustainable consumption behaviors and increasing environmental awareness.