When Business Goes Green, Do Consumers Follow?: Low Carbon Policies and Consumers' Green Purchase Intentions
(A2025-130305)

AUTHORS

eda yasa ozelturkay, Cag University; Deniz Akgül, Altınbaş University

ABSTRACT

This research explores the effect of low-carbon policies of businesses on green purchase intentions of consumers. In the research with a quantitative study design, data was gathered from 324 respondents using an online survey. The results show that the "mechanism" and "motivation" factors of low carbon behavior have a significant influence on green product purchase intention, but the "participation" factor is ineffective. Data gathered through open-ended questions have identified that environmental awareness and sustainability perceptions of consumers influence their purchasing habits. Ecological concerns and perceptions of sustainability of consumers are influencing their purchasing behaviors, with consumers' concern about the climate crisis, specifically the depletion of water resources and destruction of natural habitats, contributing to increased transition towards low-carbon products. Due to this, it has been found that businesses with low-carbon policies enhance consumer trust and build brand loyalty.