Effect and Importance of Green Logistics Towards Purchase Behaviours of Consumer in E-Commerce

In this research, the effect of green logistics in e-commerce on consumer purchasing behaviour is examined. Companies that have adopted green logistics are thought to be effective on consumer’s product preferences. Businesses are sensitive to changing environmental conditions and changing consumer behaviour and that they adopt green logistics in line with their development goals is a factor that can affect the purchasing behaviour of consumers. Therefore, ‘adoption of the green principle’ becomes a social and global phenomenon. When consumers evaluate a product or service, they look at not only product performance and quality, but also the environmental impact of the product. The fact that the enterprises realised this, their responsibilities in terms of environmental impact, their achieving competitive advantage, and their aim to strengthen their brand image in the market led them to adopt the green principle. In this respect, the importance of R&D studies has been understood and activities related to this subject have increased. These activities ultimately reduced both living conditions and lifecycle costs. Green brand awareness has increased in consumers. The use of technology in commerce has expanded e-commerce and has become a part of life. In this context, it should be investigated whether the development of environmental consciousness of the consumer in e-commerce has an effect on the product selection. According to the findings of the research about the effect of green logistics practices on the buying behaviour of firms, it is determined that the environmental awareness and demands of the consumers are highly effective in the adoption of green logistics and that the green logistics practices in e-commerce affect the purchasing behaviour of the consumers. At this point, a green approach in national or international commercial activities has been exhibited and also needs to be executed.