Abstract:

Environmental protection has become the interest of everybody more specifically nowadays it has drawn students’ attention. In this study, we examined the green awareness on consumers' purchasing decision: Case of university students in the Turkish of Republic Northern Cyprus. Thus, our investigation sought to underline the awareness of environmental concerns, price, brand image, green products and students’ willingness to purchase green features. A sample of 551 respondents' from five universities was collected and analyzed via regression models. A multiple regression was first performed to investigate relationship between green awareness and university students' purchasing decision. The findings show that awareness of environmental concern, awareness of price, awareness of brand image, green products and willingness to purchase green product are statistically significant and affect positively students’ purchasing decision in TRNC markets.