International Journal of Information Technology and Business Management 29 th Nov 2013. Vol.19 © 2012 - 2013 JITBM & ARF. All rights reserved ISSN 2304-0777 www.jitbm.com 16 IN THE FRAMEWORK OF GREEN MARKETING ACTIVITIES: A STUDY TO DETERMINE THE TENDENCIES OF UNIVERSITY STUDENTS TOWARDS USING ENVIRONMENT-FRIENDLY PRODUCTS B. Arslan* and H. Gögce Department of Marketing, Akçakale Vocational School, Harran University, Turkey. markethinkunv@gmail.com. The aim of this study is to explore beliefs related to green products and environmental awareness, and to make a contribution regarding environmental strategies, and green action, for the business community. In this study, a questionnaire has been administered at the Harran University’s Osmanbey Campus with 400 university students studying in various faculties, departments and classrooms in order to find out about the university students’ environmental awareness and tendency to use environment-friendly products. Frequency distributions, factor analysis and correlation analyses were used in the analysis of data. As a conclusion, it was found that the university students are environmentally aware and sensitive to use environment-friendly products. Key Words: Green Marketing, Green Product, Environmental Sensitivity, Environmentalist Consumer INTRODUCTION In order to simplify human life, the Industrial Revolution led to rapid urbanization and consequently, there was swift devastation and pollution of the natural environment. These changes caused consumer expectations to rise and businesses were required to constantly manufacture new products in order to meet infinite consumer demands. This reality has resulted in the rapid exhaustion of nonrenewable resources and environmental pollution during and after the manufacturing process. All of these problems have led to consumer sensitivity to the environment and compelled them to take part in green marketing activities. In this scope, consumers have started to give priority to environment-friendly products. This sensitivity facilitates the dissemination of "green marketing" activities. Many firms are beginning to realize that they are members of the wider community and therefore must behave in an environmentally responsible fashion. This translates into firms that believe they must achieve environmental objectives as well as profit related objectives (Polonsky, 1994). The formation of an environmental consciousness between businesses and consumers paved the way for various non-governmental organizations worldwide and forced governments to make legal arrangements related to the environment. With an increasing pressure of environmental deterioration affecting numerous businesses, many firms have taken the step to become more socially responsible through developing products that meet the demand of environmentally conscious consumers. These companies are interested in finding the determinants of gren purchase behavior in order to implement their green marketing strategies (Mainieri et al., 1997). Following these developments, the adoption and prioritization of "package recycling" "product recycling," "ozone- friendly," "environment-friendly," and “green product" by green consumers is influential on the decision-making and practice processes of business managers. In order to keep working against consumers' "awareness to protect the natural environment, “businesses should take steps according to consumer demands.