Thesis (MA) - Cyprus International University. Institute of Graduate Studies and Research Department of Business Administration

Includes bibliography (sheets 40-46)

ABSTRACT Since its inception in the 1980s, the concept of green marketing has experienced a significant shift as a corporate strategy. Green marketing has become increasingly important as a strategy of establishing a competitive advantage over competitors in the business. A company's business strategy is developed in response to changing market needs, and green marketing has benefited greatly from the resurgence of environmental concerns among customers. Green marketing is a paradigm shift approach for many businesses since it has changed the way they communicate with their customers. Due to the rising demand for environmentally friendly goods, sustainability is becoming a critical part of doing business in almost all sectors these days. In addition, individuals are aware of product characteristics and how they are made. The impact of green marketing on consumer buying perceptions at major supermarkets in North Cyprus is investigated in this study. Moreover, this study employed an exploratory research method to acquire relevant data by creating a questionnaire to analyze the effects of green marketing on consumer buying behavior in North Cyprus's major supermarkets. To collect data, a convenience sampling method was used and a total of 150 respondents from North Cyprus took part in this study. Descriptive analysis, correlation analysis, reliability test (Cronbach`s Alpha), and regression are conducted. This study's managerial ramifications include the providing of important findings for enterprises to promote green products by focusing on consumer behavior toward the environment. This study offers helpful advice for boosting positive attitudes about green marketing in society and assisting businesses in developing effective methods to sell their green products.