Yeşil Pazarlamanın Bilimsel Haritaların Görselleştirilmesi Tekniğiyle Bibliyometrik Analizi

Year 2020, Volume: 4 Issue: 1, 203 - 231, 30.06.2020

Bahar Gürdin

https://doi.org/10.35342/econder.738473

Cited By: 6

Abstract

Elde edilen veriler doğrultusunda yeşil pazarlama ile ilgili çalışmalara son yıllarda ilginin tekrar arttığı görülmektedir. Benzer şekilde çevre dostu ürünler ve doğa konusunda hassas olan araştırmacılara ışık tutmak için yeşil pazarlama ile ilgili detaylı verilerin topluca sunulması ve sistematik bir alt yapı oluşturulması amaçlanmaktadır. Çalışmada yeşil pazarlamaya ilişkin verilere ulaşmak için “Web of Science”den yararlanılmıştır. Ulaşılan 749 adet çalışmadan 485 adet makale analize dâhil edilmiş ve VOSviewer bilimsel haritalama tekniği ile görselleştirilmiştir. 1991-2020 yılları arasında yeşil pazarlama konusunda en çok makaleye sahip olan; (1) ülke Amerika iken (2) kurum Natl Taipei Üniversitesi (3) dergi Sustainability (4) yazar Yu-Shan Chen ve (5) en çok yeşil pazarlama ile kullanılan anahtar kelime de “Sürdürülebilirlik”tir. 

Keywords

: Yeşil Pazarlama,, Bibliyometrik Analiz,, Bilimsel Haritaların Görselleştirilmesi,, Web of Science,, VOSviewer,

Bibliometric Analysis of Green Marketing By Visualizing Scientific Maps

Abstract

In line with the data obtained, it is observed that interest in green marketing studies has increased in recent years. Similarly, in order to shed light on researchers who are sensitive about environmentally friendly products and nature, it is aimed to present detailed data on green marketing and create a systematic infrastructure. In the study, "Web of Science" was used to access the data regarding green marketing. 485 articles from 749 studies reached were included in the analysis and visualized with the VOSviewer scientific mapping technique. Having the most articles on green marketing between 1991-2020; While (1) the country is America, (2) the institution is Natl Taipei University (3) journal Sustainability (4) author Yu-Shan Chen and (5) the keyword used mostly with green marketing is “Sustainability”.

Keywords

Web of Science, Green Marketing,, Bibliometric Analyses,, Visualizing Scientific Landscapes,, Web of Science,, VOSviewer,

References

• American Marketing Association. (2020, 15 Nisan) Erişim adresi: https://www.ama.org/the-definition-of-marketing-what-is-marketing/
• Atabay, E., Çizel, B. ve Ajanovic, E. (2019). Akıllı Şehir Araştırmalarının R Programı ile Bibliometrik Analizi. 20. Ulusal Turizm Kongresi, 16-19 Ekim 2019, Eskişehir, Türkiye, Bildiriler içinde (s. 1130-1137). Eskişehir: Anadolu Üniversitesi Turizm Fakültesi.
• Borau, S., Elgaaied-Gambier, L. ve Barbarossa, C. (2020). The Green Mate Appeal: Men's Pro-Environmental Consumption is An Honest Signal of Commitment to Their Partner. Psychology & Marketing, Erken Erişim.
• Chen, YS., Huang, AF., Wang, TY. ve Chen, YR. (2020). Greenwash and Green Purchase Behaviour: The Mediation of Green Brand Image and Green Brand Loyalty. Total Quality Management & Business Excellence, 31 (1-2), 194-209.
• Davari, A. ve Strutton, D. (2014) Marketing Mix Strategies for Closing The Gap Between Green Consumers' Pro-Environmental Beliefs and Behaviors. Journal of Strategic Marketing, 22 (7), 563-586.
• Erbaşlar, G. (2012). Yeşil Pazarlama. Mesleki Bilimler Dergisi, 1 (2), 94-101.
• Evren, S. ve Kozak, N. (2012). Türkiye’de 2000-2010 Yılları Arasında Yayımlanan Turizm Konulu Makalelerin Bibliyometrik Analizi. N. Kozak ve M. Yeşiltaş (Yay. haz.), IV. Lisansüstü Turizm Öğrencileri Araştırma Kongresi, 12-15 Nisan 2012, Kemer-Antalya, Türkiye, Bildiriler içinde (s. 250-267). Ankara: Anatolia: Turizm Araştırmaları Dergisi.
• Gürdin, B. (2017). Yeşil Pazarlama Yaklaşımıyla Motorlu Taşıtların Çevre Vergisi Kapsamına Alınması. Uluslararası Beşeri ve Sosyal Bilimler İnceleme Dergisi, 1(1), 39-49
• Issock, P. B. I., Mpinganjira, M. ve Roberts-Lombard, M.. (2020). Modelling Green Customer Loyalty and Positive Word of Mouth Can Environmental Knowledge Make The Difference in An Emerging Market? International Journal of Emerging Markets, 15(3), 405-426
• Jan van Eck, N. ve Waltman, L (2020, 27 Ocak). Manual for VOSviewer version 1.6.14 (Kullanılan Program), Universiteit Leiden.
• Kao, TF. ve Due, YZ. (2020). A Study on The Influence of Green Advertising Design and Environmental Emotion on Advertising Effect. Journal of Cleaner Production, 242, 1-13.
• Kautish, P. ve Sharma, R. (2020). Determinants of Pro-Environmental Behavior and Environmentally Conscious Consumer Behavior: An Empirical Investigation from Emerging Market. Business Strategy and Development, 3 (1), 112-127.
• Khan, E. A., Royhan, P., Rahman, M. A., Rahman, M. M. ve Mostafa, A. (2020). The Impact of Enviropreneurial Orientation on Small Firms' Business Performance: The Mediation of Green Marketing Mix and Eco-Labeling Strategies. Sustainability, 12 (1), 1-17.
• Leonidou, C. N., Katsikeas, C. S. ve Morgan, N. A. (2013). “Greening” The Marketing Mix: Do Firms Do It and Does It Pay Off?. Journal of The Academy of Marketing Science, 41: 151–170.
• Li C., Guo, S. ve Zhang, H. (2020). Coordinating a Green Agri-Food Supply Chain with Revenue-Sharing Contracts Considering Retailers' Green Marketing Efforts. Sustainability, 12 (4), 1-16.
• Maziriri, E. T. (2020). Green Packaging and Green Advertising as Precursors of Competitive Advantage and Business Performance Among Manufacturing Small and Medium Enterprises in South Africa. Cogent Business & Management, 7 (1), 1-21.
• Mukonza, C. ve Swarts, I. (2020). The Influence of Green Marketing Strategies on Business Performance and Corporate Image in The Retail Sector. Business Strategy and The Environment, 29 (3), 838-845.
• Ndebele, T. (2020). Assessing The Potential for Consumer-Driven Renewable Energy Development in Deregulated Electricity Markets Dominated by Renewables. Energy Policy, 136, 1-14.
• Peattie, K. ve Crane, A. (2005). Green Marketing: Legend, Myth, Farce or Prophesy? Qualitative Market Research: An International Journal, 8 (4), 357-370.
• Pritchard, A. (1969). Statistical Bibliography or Bibliometrics? Journal of Documentation, 25(4), 348–349.
• Polonsky, M. J. (1994). An Introduction to Green Marketing. Electronic Green Journal, 61 (49), 216-911.
• Sun. Y., Bi, K. ve Yin, S. (2020). Measuring and Integrating Risk Management into Green Innovation Practices for Green Manufacturing under the Global Value Chain. Sustainability, 12 (2), 1-33.
• Szabo, S. ve Webster, J. (2020). Perceived Greenwashing: The Effects of Green Marketing on Environmental and Product Perceptions. Journal of Business Ethics, Erken Erişim.
• Thomson Reuters. (2011). Web of ScienceSM. Thomson Reuters Quick Refrence Guide, 1-8.
• Troudi, H. ve Bouyoucef, D. (2020). Predicting Purchasing Behavior of Green Food in Algerian Context. Euromed Journal of Business, 15 (1), 1-21. Uzgörü (2016, 23 Mayıs). VOSviewer. İzmir: İzmir Kâtip Çelebi Üniversitesi, Uzgörü. Erişim adresi: https://uzgoru.ikcu.edu.tr/S/15018/vosviewer.
• Vila-Lopez, N., Boluda, I. K. ve Marin-Aguilar, J. T. (2020). Improving Residents' Quality of Life Through Sustainable Experiential Mega-Events: High- Versus Low-Context Cultures. Journal of Hospitality & Tourism Research, Erken Erişim.
• Waris, I. ve Ahmed, W. (2020). Empirical Evaluation of The Antecedents of Energy-Efficient Home Appliances: Application of Extended Theory of Planned Behavior. Management of Environmental Quality, Erken Erişim.
• Web of Science Core Collection (2020, 14 Mayıs). Erişim adresi: http://apps.webofknowledge.com/WOS_GeneralSearch_input.do?product=WOS&search_mode=GeneralSearch&SID=D4jNCLV71TgtBmbEPgK&preferencesSaved=
• Xin, C., Chen, X., Chen, H., Chen, SR ve Zhang, MQ. (2020). Green Product Supply Chain Coordination Under Demand Uncertainty. IEEE Access, 8, 25877-25891
• Yue, B., Sheng, G., She, S. ve Xu, JQ. (2020). Impact of Consumer Environmental Responsibility on Green Consumption Behavior in China: The Role of Environmental Concern and Price Sensitivity. Sustainability, 12 (5), 1-16.