Generation Z level of eco awareness in Turkey

The green marketing and the green consumers are the terms in the heading for the healthier future of human kind. The aim of this work is to provide the insight into the future of green marketing and green consumers among the generation Z in Turkey. The sample is taken from one high school located in Eskisehir in Turkey. There are two parts within, theoretical and practical. Practical part includes quantitative research on mentioned sample and it is the continuation of theoretical part. Theoretical part, on the other hand, overlaps the prospective of green marketing in B2B and green consumers, as part of B2C. All together, they are giving a picture of the projections of the future in this field in Turkey, with pointed out conclusion about potential of green consumers among generation Z, awareness of sustainable issues and suggestions in future education.

Autorentext

Anida Krajina finished the Bachelor studies at University of Sarajevo in the field of Marketing Management. During the studies was the member of AIESEC student organization, involved in local and international projects. Currently lives and studies the Master degree program in Business Management at Masaryk University in Brno, Czech Republic.