The Role of Gender in Green Marketing
Chapter from the book: Yılmaztürk, Y. & Akdoğan, Ç. (eds.) 2023. Selected Topics in Marketing: Concepts and Studies.

Ayşe Betül Avtepe
Trakya University
Hilal Özen
Trakya University


Negative developments regarding the environment in recent years have led to the gradual depletion of natural resources, thus increasing the environmental awareness and concerns of consumers. As a result, concepts such as sustainability and environmental awareness become important for consumers, and consumers' orientation towards green products increased. The mentioned concepts have become important not only for consumers, but also for businesses and academy. This led to an increase in research conducted on this subject in recent years. Examining the factors affecting the purchasing intentions of consumers for green products in terms of gender is also among the topics that arouse interest. Results of the studies conducted show differences in attitudes, perceptions, and intentions towards green products in terms of gender. This chapter aims to examine the differences in consumers' attitudes towards green products, subjective norms, perceived behavioral control levels, environmental concerns, environmental knowledge, and perceptions of greenwashing according to gender. Data was obtained from 530 individuals aged 18 and over through an online questionnaire. t-test was used in the analysis of the data. According to the results of the research, it was revealed that female consumers have higher attitudes, subjective norms, perceived behavioural control, environmental concerns, and environmental knowledge than male consumers. However, green washing perceptions of male consumers were found higher than female consumers. In line with the findings of this study, important suggestions were presented to businesses that are green or on the way to becoming green.

How to cite this book

Avtepe, A. B. & Özen, H. (2023). The Role of Gender in Green Marketing. In: Yılmaztürk, Y. & Akdoğan, Ç. (eds.), Selected Topics in Marketing: Concepts and Studies. Özgür Publications. DOI:



August 5, 2023