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The Effect Of Tthe Green Marketing Strategies On Accessing Purposes On Businesses

Year 2020, Volume: 6 Issue: 2, 46 - 65, 26.06.2020

Abstract

Today, increasing awareness about environment and environmentalism, rising concerns about sustainability, causes fundamental changes in the practices and management philosophies of enterprises. Green marketing points out that businesses need to focus not only on profitability but also on corporate and social responsibility for their survival. In a globalizing world, it is very important to integrate green marketing practices with every function of the enterprise for a corporate reputation, a green image for trusting corporate reputation, green marketing strategies to create a green image and a strong green marketing strategy to gain competitive advantage.
In this study, it is aimed to measure whether the presence of environmental strategies of the enterprise differs according to green marketing practices, environmental protection studies, green marketing mix elements, environmental responsibilities and customer relations. Another aim of the study is to measure the relationships between green marketing strategies, government environmental regulations, supplier/ stakeholders and business objectives. The questionnaire, which was formed for this purpose, was applied to small and medium-sized enterprises by email, 653 enterprises were returned and the data obtained were analyzed. The results confirm the claims of the hypotheses.

References

  • Araç, E. (2014). Paydaşların Yeşil Pazarlama Uygulamalarına İlişkin Algısı: Çimento Sektörü Örneği, Çağ Üniversitesi, Yüksek Lisans Tezi, Mersin.
  • Chandler, A. D. Jr. (1962). Strategy And Structure: Chapters In The History Of The American Enterprise, Massachusetts Institute of Technology Cambridge, The MIT Press
  • Chen, Y-S ve Chang, C‐H. (2013). Towards Green Trust: The Influences Of Green Perceived Quality, Green Perceived Risk And Green Satisfaction, Management Decision, 51(1), https://doi.org/10.1108/00251741311291319, 63-82.
  • Cronin J. J. Jr., Smith, J.S., Gleim M. R., Ramirez E. ve Martinez J. D. (2011). Green Marketing Strategies: An Examination Of Stakeholders And The Opportunities They Present, Journal Of The Academy Of Marketing Science, Vol:39, No:1, https://doi.org/10.1007/s11747-010-0227-0, 158-178.
  • Crane, A. (1998) Exploring Green Alliances, Journal Of Marketing Management, No: 14, Issue: 6, https://doi.org/10.1362/026725798784867734, 559-579.
  • Do Paço, A. ve Raposo, M. (2009). Green Segmentation: An Application To The Portuguese Consumer Market, Marketing Intelligence ve Planning, Vol:27 No:3, https://doi.org/10.1108/02634500910955245, 364-379
  • D’Souza, C., Taghian, M., Sullivian-Mort, G. ve Gilmore, A. (2015). An Evaluation Of The Role Of Green Marketing And A Firm’s Internal Practices For Environmental Sustainability, Journal Of Strategic Marketing, Vol:23, No:7, https://doi.org/10.1080/0965254X.2014.1001866, 600-615.
  • Duquesne University, Department of Mathematics and Computer Science, Validity, http://www.mathcs.duq.edu/~packer/Courses/Psy624/test.html ,2019, Erişim Tarihi:15.01.2019
  • Family Business Experts, Green Management Strategies, http://www.familybusiness-experts.com/green-management-strategies.html ,2018, Erişim Tarihi: 23.12.2018
  • Fargnoli, M., Minicis M. D. ve Tronci, M. (2012). Product's Life Cycle Modelling For Eco Designing Product-Service Systems, International Design Conference - Design 2012, Dubrovnik - Croatia, May 21 - 24, 869-878.
  • Günsel, N., Lecture 11: Factor Analysis Using SPSS, http://docs.neu.edu.tr/staff/nil.gunsel/Lecture%2011_31.pdf ,2018, Erişim Tarihi: 17.12.2018
  • Gürbüz, S. ve Şahin, F. (2016). Sosyal Bilimlerde Araştırma Yöntemleri Felsefe- Yöntem -Analiz, 3.Baskı. Ankara: Seçkin Yayınevi.
  • Hartmann, P., Ibanez, V. A. ve Sainz, F. J. F. (2005). Green Branding Effects On Attitude: Functional Versus Emotional Positioning Strategies, Marketing Intelligence ve Planning, Vol:23 No:1, https://doi.org/10.1108/02634500510577447 9-29.
  • Holt, E. A. ve Holt M. (1997). Green Pricing Guide, The Regulatory Assistance Project, https://www.raponline.org, 1-129.
  • Kemp, R. ve Pearson, P. (2007). Final Report of The MEI Project Measuring Eco-Innovation, Brussels, DG Research of the European Commission, Eurostat, the European Environment Agency (EEA) and the Joint Research Center (JRC) of the European Commission.
  • Knox, R. (2012). Strategy and Tactics, The Finnish Yearbook of International Law, Volume 21, December 13, http://dx.doi.org/10.2139/ssrn.1921759, 193-229
  • Kotler, P. (1995). Marketing Management: Analysis, Planning, Implementation and Control, 9th edition, NJ: Prentice Hall, Englewood Cliffs.
  • Rex, E. ve Baumann, H. (2007). Beyond Ecolabels: What Green Marketing Can Learn from Conventional Marketing, Journal of Cleaner Production, Volume 15, Issue 6, https://doi.org/10.1016/j.jclepro.2006.05.013 , 567-576.
  • Rodrigue, J.P., Slack, B. ve Comtois, C. (2001). Green Logistics The Paradoxes of, Eds: A. Brewer, K. Button ve D. Hensher, The Handbook of Logistics and Supply-Chain Management, Handbooks in Transport 2, 1-11, London, Pergamon/Elsevier.
  • Sage Publications Inc., Evaluating The Characteristics Of Data, https://us.sagepub.com/sites/default/files/upm-binaries/70453_Pett_Chapter_3.pdf , 2016, Erişim Tarihi: 18.12.2018
  • Sharma, B. (2016). A Focus on Reliability in Developmental Research Through Cronbach’s Alpha Among Medical, Dental and Paramedical Professionals, Asian Pacific Journal Of Health Sciences, No: 3(4), https://doi.org/10.1016/j.indmarman.2008.11.005, 271-278
  • Shi, Y. ve Yang, Y. (2018). Critical Factors to Green Marketing Strategies Implementation of Chinese Enterprises, Journal of Marketing Development and Competitiveness, West Palm Beach Vol. 12, Iss. 2, Jul , 76-93
  • Solvalier, I. (2010). Green Marketing Strategies-Case Study About ICA Group AB, Master Thesis in Business Administration and Economics Degree, Karlstad University Karlstad Business School, Karlstad, Sweden.
  • Statistics Solutions, Factor Analysis,2018. https://www.statisticssolutions.com/factoranalysis-sem-factor-analysis/ , Erişim Tarihi: 14.12.2018
  • Statistics How To, Weighting Factor, Statistical Weight and Weight Functions: Definition, Uses, https://www.statisticshowto.datasciencecentral.com/weightingfactor/, August 12, 2015, Erişim Tarihi: 25.02.201
  • Tavakol, M. ve Dennick, R. (2011). Making Sense Of Cronbach’s Alpha, International Journal Of Medical Education, Vol: 2, DOI: 10.5116/ijme.4dfb.8dfd, ISSN: 2042-6372, 2011, 53-55.
  • Turhan, S. (2010). Turizm İşletmelerinde Yeşil Pazarlama: Marmaris Örneği, Yüksek Lisans Tezi, Muğla Üniversitesi, Muğla
  • Wang, H.J. (2017). A Brand-Based Perspective On Differentiation Of Green Brand Positioning: A Network Analysis Approach, Management Decision, Vol. 55, No. 7, https://doi.org/10.1108/MD-04-2016-0251 , 1460-1475
  • Yılmazsoy, B. ve Schmidbauer, H. (2015). Green Segmentation: A CrossNational Study, Marketing Intelligence ve Planning, Vol:33 No:7, https://doi.org/10.1108/MIP-12-2013-0201, 981-100.
  • Yücel, Z. ve Koç, M. (2011). The Relationship Between The Prediction Level Of Elementary School Students Math Achievement By Their Math Attitudes And Gender, Elementary Education Online, 10(1), http://ilkogretim-online.org.tr, 133-143.
  • Yüzer, A. F., Ağaoğlu, E., Tatlıdil, H., Özmen, A. ve Şıklar, E. (2006). İstatistik, T.C. Anadolu Üniversitesi Yayını No:1448, Açıköğretim Fakültesi Yayını No:771, 3. Baskı, Anadolu Üniversitesi, Eskişehir, Eylül.

Yeşil Pazarlama Stratejileri ve İşletmelerin Amaçlarına Etkisi

Year 2020, Volume: 6 Issue: 2, 46 - 65, 26.06.2020

Abstract

Günümüzde, çevre ve çevrecilikle ilgili farkındalığın artması, sürdürülebilirlik konusunda yükselen endişeler, işletmelerin uygulamalarında ve yönetim felsefelerinde köklü değişiklikler yapmasına neden olmaktadır. Yeşil pazarlama, işletmelerin, hayatta kalması için sadece kârlılığa değil, kurumsal ve sosyal sorumluklarına da odaklanması gerektiğine dikkat çekmektedir. Küreselleşen dünyada, rekabet avantajı kazanmak için güven veren bir kurumsal itibar, güven veren kurumsal itibar için yeşil imaj, yeşil imaj oluşturmak için yeşil pazarlama stratejileri ve güçlü yeşil pazarlama stratejileri için de yeşil pazarlama uygulamaların işletmenin her fonksiyonuyla bütünleştirilmesi çok önemlidir.
Bu çalışmada, işletmenin çevre stratejileri varlığının; yeşil pazarlama uygulamaları, çevre korumaya yönelik çalışmaları, yeşil pazarlama karması unsurları, çevreye karşı sorumlulukları ve müşteri ilişkilerine göre farklılık gösterip göstermediğini ölçmek amaçlanmıştır. Çalışmanın bir diğer amacı, yeşil pazarlama stratejileri, devletin çevre düzenlemeleri, tedarikçi/ paydaşlar ve işletme amaçları arasındaki ilişkileri ölçmektir. Bu amaçla oluşturulan anket, küçük ve orta boy işletmelere e-posta yoluyla uygulanmış, 653 işletmeden geri dönüş alınmış ve elde edilen veriler analiz edilmiştir. Sonuçlar, hipotezlerin iddialarını doğrulamaktadır

References

  • Araç, E. (2014). Paydaşların Yeşil Pazarlama Uygulamalarına İlişkin Algısı: Çimento Sektörü Örneği, Çağ Üniversitesi, Yüksek Lisans Tezi, Mersin.
  • Chandler, A. D. Jr. (1962). Strategy And Structure: Chapters In The History Of The American Enterprise, Massachusetts Institute of Technology Cambridge, The MIT Press
  • Chen, Y-S ve Chang, C‐H. (2013). Towards Green Trust: The Influences Of Green Perceived Quality, Green Perceived Risk And Green Satisfaction, Management Decision, 51(1), https://doi.org/10.1108/00251741311291319, 63-82.
  • Cronin J. J. Jr., Smith, J.S., Gleim M. R., Ramirez E. ve Martinez J. D. (2011). Green Marketing Strategies: An Examination Of Stakeholders And The Opportunities They Present, Journal Of The Academy Of Marketing Science, Vol:39, No:1, https://doi.org/10.1007/s11747-010-0227-0, 158-178.
  • Crane, A. (1998) Exploring Green Alliances, Journal Of Marketing Management, No: 14, Issue: 6, https://doi.org/10.1362/026725798784867734, 559-579.
  • Do Paço, A. ve Raposo, M. (2009). Green Segmentation: An Application To The Portuguese Consumer Market, Marketing Intelligence ve Planning, Vol:27 No:3, https://doi.org/10.1108/02634500910955245, 364-379
  • D’Souza, C., Taghian, M., Sullivian-Mort, G. ve Gilmore, A. (2015). An Evaluation Of The Role Of Green Marketing And A Firm’s Internal Practices For Environmental Sustainability, Journal Of Strategic Marketing, Vol:23, No:7, https://doi.org/10.1080/0965254X.2014.1001866, 600-615.
  • Duquesne University, Department of Mathematics and Computer Science, Validity, http://www.mathcs.duq.edu/~packer/Courses/Psy624/test.html ,2019, Erişim Tarihi:15.01.2019
  • Family Business Experts, Green Management Strategies, http://www.familybusiness-experts.com/green-management-strategies.html ,2018, Erişim Tarihi: 23.12.2018
  • Fargnoli, M., Minicis M. D. ve Tronci, M. (2012). Product's Life Cycle Modelling For Eco Designing Product-Service Systems, International Design Conference - Design 2012, Dubrovnik - Croatia, May 21 - 24, 869-878.
  • Günsel, N., Lecture 11: Factor Analysis Using SPSS, http://docs.neu.edu.tr/staff/nil.gunsel/Lecture%2011_31.pdf ,2018, Erişim Tarihi: 17.12.2018
  • Gürbüz, S. ve Şahin, F. (2016). Sosyal Bilimlerde Araştırma Yöntemleri Felsefe- Yöntem -Analiz, 3.Baskı. Ankara: Seçkin Yayınevi.
  • Hartmann, P., Ibanez, V. A. ve Sainz, F. J. F. (2005). Green Branding Effects On Attitude: Functional Versus Emotional Positioning Strategies, Marketing Intelligence ve Planning, Vol:23 No:1, https://doi.org/10.1108/02634500510577447 9-29.
  • Holt, E. A. ve Holt M. (1997). Green Pricing Guide, The Regulatory Assistance Project, https://www.raponline.org, 1-129.
  • Kemp, R. ve Pearson, P. (2007). Final Report of The MEI Project Measuring Eco-Innovation, Brussels, DG Research of the European Commission, Eurostat, the European Environment Agency (EEA) and the Joint Research Center (JRC) of the European Commission.
  • Knox, R. (2012). Strategy and Tactics, The Finnish Yearbook of International Law, Volume 21, December 13, http://dx.doi.org/10.2139/ssrn.1921759, 193-229
  • Kotler, P. (1995). Marketing Management: Analysis, Planning, Implementation and Control, 9th edition, NJ: Prentice Hall, Englewood Cliffs.
  • Rex, E. ve Baumann, H. (2007). Beyond Ecolabels: What Green Marketing Can Learn from Conventional Marketing, Journal of Cleaner Production, Volume 15, Issue 6, https://doi.org/10.1016/j.jclepro.2006.05.013 , 567-576.
  • Rodrigue, J.P., Slack, B. ve Comtois, C. (2001). Green Logistics The Paradoxes of, Eds: A. Brewer, K. Button ve D. Hensher, The Handbook of Logistics and Supply-Chain Management, Handbooks in Transport 2, 1-11, London, Pergamon/Elsevier.
  • Sage Publications Inc., Evaluating The Characteristics Of Data, https://us.sagepub.com/sites/default/files/upm-binaries/70453_Pett_Chapter_3.pdf , 2016, Erişim Tarihi: 18.12.2018
  • Sharma, B. (2016). A Focus on Reliability in Developmental Research Through Cronbach’s Alpha Among Medical, Dental and Paramedical Professionals, Asian Pacific Journal Of Health Sciences, No: 3(4), https://doi.org/10.1016/j.indmarman.2008.11.005, 271-278
  • Shi, Y. ve Yang, Y. (2018). Critical Factors to Green Marketing Strategies Implementation of Chinese Enterprises, Journal of Marketing Development and Competitiveness, West Palm Beach Vol. 12, Iss. 2, Jul , 76-93
  • Solvalier, I. (2010). Green Marketing Strategies-Case Study About ICA Group AB, Master Thesis in Business Administration and Economics Degree, Karlstad University Karlstad Business School, Karlstad, Sweden.
  • Statistics Solutions, Factor Analysis,2018. https://www.statisticssolutions.com/factoranalysis-sem-factor-analysis/ , Erişim Tarihi: 14.12.2018
  • Statistics How To, Weighting Factor, Statistical Weight and Weight Functions: Definition, Uses, https://www.statisticshowto.datasciencecentral.com/weightingfactor/, August 12, 2015, Erişim Tarihi: 25.02.201
  • Tavakol, M. ve Dennick, R. (2011). Making Sense Of Cronbach’s Alpha, International Journal Of Medical Education, Vol: 2, DOI: 10.5116/ijme.4dfb.8dfd, ISSN: 2042-6372, 2011, 53-55.
  • Turhan, S. (2010). Turizm İşletmelerinde Yeşil Pazarlama: Marmaris Örneği, Yüksek Lisans Tezi, Muğla Üniversitesi, Muğla
  • Wang, H.J. (2017). A Brand-Based Perspective On Differentiation Of Green Brand Positioning: A Network Analysis Approach, Management Decision, Vol. 55, No. 7, https://doi.org/10.1108/MD-04-2016-0251 , 1460-1475
  • Yılmazsoy, B. ve Schmidbauer, H. (2015). Green Segmentation: A CrossNational Study, Marketing Intelligence ve Planning, Vol:33 No:7, https://doi.org/10.1108/MIP-12-2013-0201, 981-100.
  • Yücel, Z. ve Koç, M. (2011). The Relationship Between The Prediction Level Of Elementary School Students Math Achievement By Their Math Attitudes And Gender, Elementary Education Online, 10(1), http://ilkogretim-online.org.tr, 133-143.
  • Yüzer, A. F., Ağaoğlu, E., Tatlıdil, H., Özmen, A. ve Şıklar, E. (2006). İstatistik, T.C. Anadolu Üniversitesi Yayını No:1448, Açıköğretim Fakültesi Yayını No:771, 3. Baskı, Anadolu Üniversitesi, Eskişehir, Eylül.
There are 31 citations in total.

Details

Primary Language Turkish
Journal Section Articles
Authors

Yasemin Gedik 0000-0002-1166-3227

Publication Date June 26, 2020
Published in Issue Year 2020 Volume: 6 Issue: 2

Cite

APA Gedik, Y. (2020). Yeşil Pazarlama Stratejileri ve İşletmelerin Amaçlarına Etkisi. International Anatolia Academic Online Journal Social Sciences Journal, 6(2), 46-65.



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