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Abstract


A THEORETICAL RESEARCH ON NEW GENERATION GREEN RESTAURANTS IN GREEN MARKETING
Today's consumers have created a different awareness area in marketing by displaying a more sensitive and conscious approach to climate change. The some restaurants in Turkey are working to provide to serve the perception of green consumerism. Consumption expectations will improve of green perception with many criterias in the long terms and the green attitudes of restaurants The content of this study is who is the green consumer and green marketing mix; product, price, placement and promotion activities are integrated into the green restaurant concept. Although the production factors are limited in the consumption concept, the consumers have to correspond the consumer expectations. With the presence of green consumers, natural resources, wastes and costs will be saved. Thus, restaurants will fulfill their social responsibilities. the theoretical method was followed to review specific criteria for green restaurant unions to become an green restaurant. Green restaurants create a different consumption style in marketing with the expectation of green consumption. Green consumption awareness in our country should be increased with new legal regulations and public service announcement. By creating an exclusive perception of the customer for consumption, the vision of green restaurants should be ‘’ more green consumption for future generations’’. This awareness should be internalized in employees. By identifying restaurants with green emblems.

Keywords
green marketing, green consumer, green restaurants


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