Environmentalist And Societal Marketing Approach And Purchasing Behaviors Of The Central Asian Mobile Phone–Computer Market Clients

Osman Dagdelen; S.Serik Idiris; Borash Mirzaliyev; Guljan Baybosinova; Baljan Sharhanova

Volume : V, Issue : VI, June - 2015

Environmentalist And Societal Marketing Approach And Purchasing Behaviors Of The Central Asian Mobile Phone–Computer Market Clients

Osman Dagdelen, S. Serik Idiris, Borash Mirzaliyev, Guljan Baybosinova, Baljan Sharhanova

Abstract :

All over the world, there is a close relationship between industrialization and environmental pollution. Especially, for the 1980s, in the world's leading countries, on the issues such as environmental pollution, environmentalism, environmental(green) marketing have been discussed intensively and the solutions are to be developed. In the contemporary marketing approach all managerial decisions focused on customer satisfaction. Therefore, today's consumers have a voice in solving environmental problems by using the purchasing power they have. In this study, applied in Central Asia, in relation to the environmental (green) marketing approach; the literature about the environment, environmentalism, and the environmental and societal marketing concepts has been surveyed. An application has been done on the customers of the Central Asian mobile phone and personal computer market. The purpose is to determine their sensitivity of the environmental protection and consciousness in their purchasing decisions. Since the Central Asian peoples have received long–term training in their school–age, they have high level of environmental awareness. However, because of economic reasons, their high environmental awareness has not resulted in purchasing more environmentally friendly products. According to Chi–square analysis, 67 % of the customers having high level of environmental sensitivity have high awareness of the green characteristics of the products, conversely , 33% of them have low level of awareness. On the other hand, 58% of the customers having high level of environmental consciousness showed the buying behavior of low environmentally friendly products, in contrast, 42% of them showed high levels of purchasing behavior of these products. It has been evaluated that in parallel with the increase in their disposable income, these people could prefer to purchase more environmentally friendly products.