Akademik Veri Yönetim Sistemi
Yönetim Bilimleri Dergisi, cilt.16, sa.31, ss.41-58, 2018 (TRDizin)
This article is organized around the idea of scrutinizing the effect of product innovationson environmental satisfaction levels of consumers on products change. Thegreen product innovations are focused. The purpose of this study is to analyse therelationship between environmental friendliness of products and consumers’ satisfactionlevel of the green products. Companies need to be aware of how customer’sattitudes change and how the customer expectations through product innovationscan be managed. The question mostly asked are “Are the customers more aware ofthe green products?” and “Do the existing green products in the market satisfy thecustomer expectations?”. This study a scale by Suki (2015) was adapted and conductedover 206 respondents. The results was analysed by hierarchical regression.According to the findings, the effect of green product purchase intention on greenproduct satisfaction was significant.