Author(s): Tolga AT?KBAY? Sualp DAVUT**
In recent years, because increasing environmental problems, it is observed that governments, businesses and also individuals have developed some behaviors about environmental sensitivity. In this context, while governments are making legal regulations about environment protection, businesses are trying to be environmentally friendly and to offer green (environmentally friendly) products because some of the consumers demand these products. Hence, these developments have led to the emergence of environmentalist (green) marketing insights. In this study, current literature on environmental awareness, green consumer, green marketing and green product concepts were examined and a field study was carried out. This study which aims to investigate the relationships between consumers' environmental attitudes and consumer purchasing decisions on green products includes the individuals residing in the Turkish Republic of Northern Cyprus (TRNC). According to the results of this research, there are significant relationships between consumers' environmental awareness, green product awareness and green consumer purchasing decisions. In addition, it has been determined that consumers with high environmental and green products awareness are also inclined to purchase of green products at high level but this relationship is not strong enough. Other findings are those consumers are willing to pay more approximately an average of 10% for green products compared to other products and male consumers are able to pay more for green products than female consumers.