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The main purpose of this research is to measure the effect of people's environmentalist consciousness level on environmentalist behavior within the framework of green marketing activities. It is also aimed to determine whether environmentalist consciousness and environmentalist behaviors differ according to demographic characteristics. The population of the study is the province of Duzce. In accordance with the research purpose, data was collected by using survey from 275 people. There are five factors related to environmentalist consciousness. These are consciousness of sensitivity to environmental protection, consciousness of sensitivity against negative consumption habits, consciousness of sacrifice to protect the environment, consciousness against environmental policies in the world and consciousness of needlessness of environmentalist efforts. There are three factors related to environmentalist behavior. These are sacrifices made to protect the environment, preference of products suitable for recycling and avoidance from waste. When the answers of the participants were evaluated, it is shown that the environmentalist consciousness affects the environmentalist behavior. It is also appeared that environmentalist consciousness and environmentalist behavior differ depending on the demographic characteristics of the participants. [ABSTRACT FROM AUTHOR]