YEŞİL PAZARLAMADA BİR GÜVEN SORUNU: YEŞİL YIKAMA (GREENWASHING)

Year 2025, Issue: 50, 946 - 981, 31.08.2025

Şehnaz Okkıran

https://doi.org/10.14520/adyusbd.1542463

Abstract

Son yıllarda kamuoyunda, firmaların çevresel sorumluluk rollerine yönelik endişelerin arttığı görülmektedir. Tüketiciler yeşil ürün arayışları içindeyken; firmalardan daha fazla yeşil ve sürdürülebilir odaklı uygulamalar görmeyi talep etmektedirler. Bu bağlamda, yeşil pazarlama iş dünyasında kabul görmüş stratejik bir rekabet aracı olarak yükselmektedir. Kurumsal sosyal sorumluluk alanında yapılan yeşil yatırımların artışı ile bazı firmalar yeşil yıkamayı (greenwashing) bir yeşil pazarlama stratejisi olarak benimsemektedirler. Yeşil yıkama; yanlış, aldatıcı ya da yanıltıcı yeşil iddialar tanımı ile pazarlamada bir güven sorunu olarak karşımıza çıkmaktadır. Bu yolla firmalar, çevresel etkileri azaltmaya yönelik daha somut adımları atmaktan kaçınabilmektedirler. Yeşil yıkamanın 1990lı yıllardan bu yana uluslararası literatürde tartışıldığı görülmekle birlikte; ulusal literatürde halen yeterli çalışma bulunmamaktadır. Bu kapsamda, yeşil yıkamaya yönelik gelişim dönemlerinin incelenmesi; konuyla ilgili yapılan çalışmaların ve paydaş rollerinin anlaşılması önemlidir. Çalışmanın amacı, öncelikli olarak yeşil yıkama ile ilgili teorik ve kavramsal bir çerçeve sunmak; konunun geçmişten bugüne nasıl evrildiğine ve günümüzde nasıl bir hal aldığına dair bir inceleme ve analiz yapmaktır. Bu çalışmada, kapsamlı bir literatür araştırması yapılmış ve yeşil yıkama kavramının daha iyi anlaşılabilmesi adına kavramsal bir çerçeve ve araştırma güncesi oluşturulmuştur. Bu yolla çalışma, şirketlerin güven oluşturmak ve yeşil yıkama algısını önlemek için pazarlama alanında ne tür stratejiler benimsemesi gerektiği konusunda öneriler sunmaktadır.

Keywords

Kurumsal sosyal sorumluluk , Tüketici satın alma davranışı , Yeşil pazarlama , Yeşil Yıkama , Pazarlama Stratejileri

A TRUST ISSUE IN GREEN MARKETING: GREENWASHING

Abstract

Recent years have seen a significant rise in public concern about the environmental responsibilities of corporations. As consumers increasingly seek green products, they demand more sustainable practices from businesses. In this context, green marketing has emerged as a widely accepted strategic tool. However, with the growth of green investments within corporate social responsibility, some companies have adopted greenwashing as a marketing strategy. Greenwashing involves making false or misleading environmental claims, which presents a trust issue in marketing. This practice allows companies to avoid taking substantive actions to reduce their environmental impacts. Although greenwashing has been widely discussed in international literature since the 1990s, there is still a lack of sufficient research in national literature. Therefore, examining the developmental phases of greenwashing and understanding the roles of stakeholders is crucial. The aim of this study is to provide a theoretical and conceptual framework for understanding greenwashing and to analyze its evolution over time. A comprehensive literature review has been conducted, and a conceptual framework and research agenda have been established to deepen understanding of the greenwashing phenomenon. This study offers recommendations on strategies companies should adopt in marketing to build trust and reduce the perception of greenwashing.

Keywords

Corporate social responsibility , consumer purchasing behaviour , green marketing , greenwashing , marketing strategies

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