The Impact of the Green Marketing Activities on the Consumer Buying Behaviour at the Accommodation Establishments: A Case Study in Konya

Nowadays, as consumers are increasingly concerned about environmental issues, green marketing practices are becoming a strategic tool that can increase the competitive advantage of businesses. The tourism sector, where the use of natural resources and environmental cleanliness is of great importance, is becoming one of the sectors where green marketing practices are becoming widespread. In this study, the value, quality approach, emotional and general image variables are used to examine how a green hotel image affects consumers buying behaviors. Within the scope of the research, the opinions of 306 hotel users staying in green star accommodation establishments operating in Konya were measured by questionnaire method. According to the findings obtained from the evaluation of the data obtained through the statistical methods, green marketing activities have a positive effect on the buying behavior of consumers.