Abstract:
This study aims to provide a general overview about the environmental concern and attitudes of the car owners in Istanbul city, and the impact of this concern on car buying behaviour. Examined are such subjects as: the importance that car holders give to the environmental problems, the role of transportation vehicles in air pollution, willingness to contribute to the solutions of air pollution, and the level of actual participation , general image of car brands in the subject of environmentalism, utilisation of unleaded gasoline, importance of the environment impact of a car in the purchasing decision, the level of knowledge regarding the unleaded gasoline and catalytic converter; willingness to pay extra or to compromise convenience in return for cars with higher environmental quality. In the course of the study, after a general overview of concepts coming with environmental action in marketing area and especially its effects on automotive industry, an empirical study has been conducted in Istanbul. The data analysed by the study has been collected through a structured questionnaire from a sample of 458 respondents by non probabilistic convenience sampling method. The general conclusion of the study is that; drivers in Istanbul are highly concerned with environmental problems; especially with those which they are suffering in their everyday lifetime. They are willing to participate in the solution process but actually they can not do so because of financial or other convenience factors. Air pollution constitutes the most important environmental problem according to them. In this context, they define environmentally friendly car as not polluting air. They are aware of the effects of catalyser and unleaded fuel consumption. There exists a big potential demand for a car with catalyser but they prefer that car over the others , if the price difference is minimal or none. And they do not want to give up any convenience that similar cars with lower environmental quality offer them. In other words, they appreciate environmental quality of a car but they prefer that production mark-up will be financed by producer or the government.
