BibTex RIS Cite

Impact of the Environment-Friendly Activities of Brands on Brand Preference

Year 2011, Volume: 11 Issue: 1, 165 - 177, 01.02.2011

Abstract

As an useful approach, company as a society organizations rather than to benefit only themselves has recently come into prominence. Environmentally friendly practices of companies are increasing within many activities in the context of social responsibility. The aim of this study is to examine the impact of the environmental activities of companies in the framework of physical (packaging, raw materials of the product, etc.) as well as marketing campaigns (eg, the press announcement of the environmental protection) on the Turkish consumers’ perceptions and brand preferences. Using survey techniques, a field study was conducted on consumers, and data will be analyzed statistically and interpreted. In line with analysis findings, a conceptual model to preference of eco-friendly brands has been developed

References

  • Aaker, D.A. and Jacobson, R. (2001) “The Value Relevance of Brand Attitude in High-Technology Markets”, Journal of Marketing Research, 38: 485–493.
  • Ailawadi, K.L., Neslin, S.A. and Gedenk, K. (2001) “Pursuing the value-conscious consumer: Store brands versus national brand promotions”, Journal of Marketing, 65(1): 71-89.
  • Alnıaçık, Ü., Yılmaz, C. ve Alnıaçık, E. (2010) “Reklamlarda Çevreci İddialar Ve Reklam Etkililiği: Basılı Reklamlar Üze- rinde Deneysel Bir Araştırma”, Anadolu Üniversitesi Sosyal Bi- limler Dergisi, 10(1): 85-106.
  • AMA (2010) “Green Marketing”, American Marketing Associ- ation Online Dictionary, http://www.marketingpower.com/_ layouts/Dictionary.aspx?dLetter=G, (09.04.2010).
  • Aracıoğlu, B. ve Tatlıdil, R. (2009) “Tüketicilerin Satın Alma Davranışında Çevre Bilincinin Etkileri”, Ege Akademik Bakış Dergisi, 9(2): 435-461.
  • Ay, C. ve Ecevit, Z. (2005) “Çevre Bilinçli Tüketiciler”, Akdeniz İ.İ.B.F. Dergisi, 10: 238-263.
  • Banerjee, S., Charles, S.G. and Easwar, I. (1995) “Shades of Green: Multidimensional Analysis of Environmental Adver- tising”, Journal of Advertising, 24(2): 21-32.
  • Chang, P.-L. and Chieng, M.-H. (2006) “Building Consumer- Brand Relationship: A Cross-Cultural Experiential View”, Psychology & Marketing, 23(11): 927-959.
  • Chen, Y.-S. (2010) “The Drivers of Green Brand Equity: Green Brand Image, Green Satisfaction, and Green Trust”, Journal of Business Ethics, 93(2): 307-319.
  • Covin, J.G. and Miles, M.P. (2000) “Environmental Marketing: A Source Of Reputational, Competitive And Financial Ad- vantage”, Journal of Business Ethics, 23(3): 299-312.
  • Davis, J.J. (1993) “Strategies For Environmental Advertising”, Journal of Consumer Marketing, 10(2): 19-36.
  • Keller, K.L. (1998) “Strategic Brand Management”, Prentice Hall.
  • Kim, J., Yoon, H.J. and Lee, S.Y. (2010) “Integrating Adverti- sing and Publicity: A Theoretical Examination of the Effects of Exposure Sequence, Publicity Valence, and Product Attri- bute Consistency”, Journal of Advertising, 39(1): 97-113.
  • Laroche, M., Bergeron, J. and Barbaro-Forleo, G. (2001) “Tar- geting Consumers Who Are Willing To Pay More For Envi- ronmentally Friendly Products”, Journal of Consumer Marke- ting, 18(6): 503-520.
  • Lin, C.-F. (2002) “Segmenting Customer Brand Preferences: Demographic Or Psychographic”, Journal of Product & Brand Management, 11(4): 249-268.
  • Marketing Management (2009) “Consumers doubt green ef- forts”, July/August.
  • Menon, A., Menon, A., Chowdhury, J. and Jankovich, J. (1999) “Evolving Paradigm for Environmental Sensitivity in Marke- ting Programs: A Synthesis of Theory and Practice”, Journal of Marketing Theory & Practice, 7(2): 1-15.
  • Nan, X. (2009) “The Influence of Source Credibility on Atti- tude Certainty: Exploring the Moderating Effects of Timing of Source Identification and Individual Need for Cognition”, Psychology & Marketing, 26(4): 321–332.
  • Newell, S.J., Goldsmith, R.E. and Banzhaf, E.J. (1998) “The Effect Of Misleading Environmental Claims On Consumer Perceptions Of Advertisements”, Journal of Marketing Theory and Practice, 6(2): 48-59.
  • Odabaşı, Y. (1992) “Yeşil Pazarlama-Kavram ve Gelişmeler”, Pa- zarlama Dünyası, Kasım-Aralık, Yıl:6, Sayı:36: 4-9.
  • Phau, I. and Ong, D. (2007) “An İnvestigation Of The Effects Of Environmental Claims İn Promotional Messages For Clot- hing Brands”, Marketing Intelligence & Planning, 25(7): 772- 788.
  • Pickett-Baker, J. and Ozaki R. (2008) “Pro-Environmental Pro- ducts: Marketing İnfluence On Consumer Purchase Decisi- on”, Journal of Consumer Marketing, 25(5): 281-293.
  • Polonsky, M.J., Bailey, J., Baker, H., Basche, C., Jepson, C. and Neath, L. (1998) “Communicating Environmental İnforma- tion: Are Marketing Claims On Packaging Misleading?”, Jo- urnal of Business Ethics, 17(3): 281-294.
  • Priester, J.R. and Petty, R.E. (2003) “The Influence of Spokes- person Trustworthiness on Message Elaboration, Attitude Strength, and Advertising Effectiveness”, Journal of Consumer Psychology, 13(4): 408-421.
  • Punj, G.N. and Hillyer, C.L. (2004) “A Cognitive Model of Customer-Based Brand Equity for Frequently Purchased Pro- ducts: Conceptual Framework and Empirical Results”, Jour- nal of Consumer Psychology, 14(1&2): 124–131.
  • Rios, F.J.M., Marinez, T.L., Moreno, F.F. and Soriano, P.C. (2006) “Improving attitudes toward brands with environ- mental associations: an experimental approach”, Journal of Consumer Marketing, 23(1): 26-33.
  • Rivera-Camino, J. (2007) “Re-evaluating Green Marketing Stra- tegy: A Stakeholder Perspective”, European Journal of Marke- ting, 41(11/12): 1328-1358.
  • Rogers D. and Tibben-Lembke, S. (1998) “Going Backwards: Reverse Logistics Trends and Practices”, http://www.rlec.org/ reverse.pdf, (24.08.2010).
  • Stockburger-Sauer, N. (2010) “Brand Community: Drivers and Outcomes”, Psychology & Marketing, 27(4): 347–368.
  • Tığlı, M., Pirtini, S. ve Çelik, C. (2008) “Sosyal Sorumluluk Kampanyalarının Genç Tüketicilerin Marka Farkındalığı Üze- rindeki Etkisinin İncelenmesine Yönelik Bir Araştırma”, http:// www.prbu.com/kitaplik/KSS_Enstitu27_Sayi_9_1_07.pdf, (05.03.2010).
  • Yücel, M. ve Ekmekçiler, Ü.S. (2008) “Çevre Dostu Ürün Kav- ramına Bütünsel Yaklaşım; Temiz Üretim Sistemi, Eko-Etiket, Yeşil Pazarlama”, Elektronik Sosyal Bilimler Dergisi, 7(26): 320-333.
  • www.medyaloji.net, “Coca Cola’dan “sosyal sorumluluk” rekla- mı”, 24.10.2009, (09.04.2010).

Markaların Çevre Dostu Uygulamalarının Tüketicinin Marka Tercihi Üzerindeki Etkisi

Year 2011, Volume: 11 Issue: 1, 165 - 177, 01.02.2011

Abstract

Şirketlerin sadece kendilerine fayda sağlayan bir kurum olmaktan ziyade topluma faydalı kuruluşlar olmaları gerektiği yaklaşımı son dönemde öne çıkmaktadır. Sosyal sorumluluk kapsamında değerlendirilebilecek bir çok faaliyet içerisinde firmaların çevre dostu uygulamaları artmaktadır. Bu bağlamda çalışmanın amacı; markaların hem fiziksel (ambalaj, ürünün üretiminde kullanılan hammadde, vb.) olarak hem de pazarlama kampanyaları (örneğin, çevre korunmasına katkının basın yoluyla duyurulması) çerçevesinde, sergiledikleri çevreci yaklaşımın Türk tüketicisindeki algısını ve tüketicinin marka tercihi üzerindeki etkisini incelemektir. Anket tekniği kullanılarak tüketiciler üzerinde bir saha çalışması yürütülmüştür ve veriler istatistiki olarak analiz edilip yorumlanmıştır. Analiz bulguları doğrultusunda çevre dostu marka tercihine dair bir model geliştirilmiştir

References

  • Aaker, D.A. and Jacobson, R. (2001) “The Value Relevance of Brand Attitude in High-Technology Markets”, Journal of Marketing Research, 38: 485–493.
  • Ailawadi, K.L., Neslin, S.A. and Gedenk, K. (2001) “Pursuing the value-conscious consumer: Store brands versus national brand promotions”, Journal of Marketing, 65(1): 71-89.
  • Alnıaçık, Ü., Yılmaz, C. ve Alnıaçık, E. (2010) “Reklamlarda Çevreci İddialar Ve Reklam Etkililiği: Basılı Reklamlar Üze- rinde Deneysel Bir Araştırma”, Anadolu Üniversitesi Sosyal Bi- limler Dergisi, 10(1): 85-106.
  • AMA (2010) “Green Marketing”, American Marketing Associ- ation Online Dictionary, http://www.marketingpower.com/_ layouts/Dictionary.aspx?dLetter=G, (09.04.2010).
  • Aracıoğlu, B. ve Tatlıdil, R. (2009) “Tüketicilerin Satın Alma Davranışında Çevre Bilincinin Etkileri”, Ege Akademik Bakış Dergisi, 9(2): 435-461.
  • Ay, C. ve Ecevit, Z. (2005) “Çevre Bilinçli Tüketiciler”, Akdeniz İ.İ.B.F. Dergisi, 10: 238-263.
  • Banerjee, S., Charles, S.G. and Easwar, I. (1995) “Shades of Green: Multidimensional Analysis of Environmental Adver- tising”, Journal of Advertising, 24(2): 21-32.
  • Chang, P.-L. and Chieng, M.-H. (2006) “Building Consumer- Brand Relationship: A Cross-Cultural Experiential View”, Psychology & Marketing, 23(11): 927-959.
  • Chen, Y.-S. (2010) “The Drivers of Green Brand Equity: Green Brand Image, Green Satisfaction, and Green Trust”, Journal of Business Ethics, 93(2): 307-319.
  • Covin, J.G. and Miles, M.P. (2000) “Environmental Marketing: A Source Of Reputational, Competitive And Financial Ad- vantage”, Journal of Business Ethics, 23(3): 299-312.
  • Davis, J.J. (1993) “Strategies For Environmental Advertising”, Journal of Consumer Marketing, 10(2): 19-36.
  • Keller, K.L. (1998) “Strategic Brand Management”, Prentice Hall.
  • Kim, J., Yoon, H.J. and Lee, S.Y. (2010) “Integrating Adverti- sing and Publicity: A Theoretical Examination of the Effects of Exposure Sequence, Publicity Valence, and Product Attri- bute Consistency”, Journal of Advertising, 39(1): 97-113.
  • Laroche, M., Bergeron, J. and Barbaro-Forleo, G. (2001) “Tar- geting Consumers Who Are Willing To Pay More For Envi- ronmentally Friendly Products”, Journal of Consumer Marke- ting, 18(6): 503-520.
  • Lin, C.-F. (2002) “Segmenting Customer Brand Preferences: Demographic Or Psychographic”, Journal of Product & Brand Management, 11(4): 249-268.
  • Marketing Management (2009) “Consumers doubt green ef- forts”, July/August.
  • Menon, A., Menon, A., Chowdhury, J. and Jankovich, J. (1999) “Evolving Paradigm for Environmental Sensitivity in Marke- ting Programs: A Synthesis of Theory and Practice”, Journal of Marketing Theory & Practice, 7(2): 1-15.
  • Nan, X. (2009) “The Influence of Source Credibility on Atti- tude Certainty: Exploring the Moderating Effects of Timing of Source Identification and Individual Need for Cognition”, Psychology & Marketing, 26(4): 321–332.
  • Newell, S.J., Goldsmith, R.E. and Banzhaf, E.J. (1998) “The Effect Of Misleading Environmental Claims On Consumer Perceptions Of Advertisements”, Journal of Marketing Theory and Practice, 6(2): 48-59.
  • Odabaşı, Y. (1992) “Yeşil Pazarlama-Kavram ve Gelişmeler”, Pa- zarlama Dünyası, Kasım-Aralık, Yıl:6, Sayı:36: 4-9.
  • Phau, I. and Ong, D. (2007) “An İnvestigation Of The Effects Of Environmental Claims İn Promotional Messages For Clot- hing Brands”, Marketing Intelligence & Planning, 25(7): 772- 788.
  • Pickett-Baker, J. and Ozaki R. (2008) “Pro-Environmental Pro- ducts: Marketing İnfluence On Consumer Purchase Decisi- on”, Journal of Consumer Marketing, 25(5): 281-293.
  • Polonsky, M.J., Bailey, J., Baker, H., Basche, C., Jepson, C. and Neath, L. (1998) “Communicating Environmental İnforma- tion: Are Marketing Claims On Packaging Misleading?”, Jo- urnal of Business Ethics, 17(3): 281-294.
  • Priester, J.R. and Petty, R.E. (2003) “The Influence of Spokes- person Trustworthiness on Message Elaboration, Attitude Strength, and Advertising Effectiveness”, Journal of Consumer Psychology, 13(4): 408-421.
  • Punj, G.N. and Hillyer, C.L. (2004) “A Cognitive Model of Customer-Based Brand Equity for Frequently Purchased Pro- ducts: Conceptual Framework and Empirical Results”, Jour- nal of Consumer Psychology, 14(1&2): 124–131.
  • Rios, F.J.M., Marinez, T.L., Moreno, F.F. and Soriano, P.C. (2006) “Improving attitudes toward brands with environ- mental associations: an experimental approach”, Journal of Consumer Marketing, 23(1): 26-33.
  • Rivera-Camino, J. (2007) “Re-evaluating Green Marketing Stra- tegy: A Stakeholder Perspective”, European Journal of Marke- ting, 41(11/12): 1328-1358.
  • Rogers D. and Tibben-Lembke, S. (1998) “Going Backwards: Reverse Logistics Trends and Practices”, http://www.rlec.org/ reverse.pdf, (24.08.2010).
  • Stockburger-Sauer, N. (2010) “Brand Community: Drivers and Outcomes”, Psychology & Marketing, 27(4): 347–368.
  • Tığlı, M., Pirtini, S. ve Çelik, C. (2008) “Sosyal Sorumluluk Kampanyalarının Genç Tüketicilerin Marka Farkındalığı Üze- rindeki Etkisinin İncelenmesine Yönelik Bir Araştırma”, http:// www.prbu.com/kitaplik/KSS_Enstitu27_Sayi_9_1_07.pdf, (05.03.2010).
  • Yücel, M. ve Ekmekçiler, Ü.S. (2008) “Çevre Dostu Ürün Kav- ramına Bütünsel Yaklaşım; Temiz Üretim Sistemi, Eko-Etiket, Yeşil Pazarlama”, Elektronik Sosyal Bilimler Dergisi, 7(26): 320-333.
  • www.medyaloji.net, “Coca Cola’dan “sosyal sorumluluk” rekla- mı”, 24.10.2009, (09.04.2010).
There are 32 citations in total.

Details

Other ID JA28YB83JJ
Journal Section Research Article
Authors

İlke Kardeş This is me

Publication Date February 1, 2011
Published in Issue Year 2011 Volume: 11 Issue: 1

Cite

APA Kardeş, İ. (2011). Impact of the Environment-Friendly Activities of Brands on Brand Preference. Ege Academic Review, 11(1), 165-177.
AMA Kardeş İ. Impact of the Environment-Friendly Activities of Brands on Brand Preference. ear. February 2011;11(1):165-177.
Chicago Kardeş, İlke. “Impact of the Environment-Friendly Activities of Brands on Brand Preference”. Ege Academic Review 11, no. 1 (February 2011): 165-77.
EndNote Kardeş İ (February 1, 2011) Impact of the Environment-Friendly Activities of Brands on Brand Preference. Ege Academic Review 11 1 165–177.
IEEE İ. Kardeş, “Impact of the Environment-Friendly Activities of Brands on Brand Preference”, ear, vol. 11, no. 1, pp. 165–177, 2011.
ISNAD Kardeş, İlke. “Impact of the Environment-Friendly Activities of Brands on Brand Preference”. Ege Academic Review 11/1 (February 2011), 165-177.
JAMA Kardeş İ. Impact of the Environment-Friendly Activities of Brands on Brand Preference. ear. 2011;11:165–177.
MLA Kardeş, İlke. “Impact of the Environment-Friendly Activities of Brands on Brand Preference”. Ege Academic Review, vol. 11, no. 1, 2011, pp. 165-77.
Vancouver Kardeş İ. Impact of the Environment-Friendly Activities of Brands on Brand Preference. ear. 2011;11(1):165-77.