Yeşil Pazarlamanın Evrimi ve Dijitalleşen Dünyada Sürdürülebilir Tüketim Davranışlarına Etkisi

Year 2025, Volume: 20 Issue: 1, 234 - 255, 30.06.2025

Bülent Şen

Abstract

Bu çalışma, yeşil pazarlamanın tarihsel gelişimini ve dijitalleşme bağlamında geçirdiği dönüşümü ele alarak, sürdürülebilir tüketim davranışları üzerindeki etkilerini analiz etmektedir. Çevresel sorunların artışı, tüketicilerin çevre dostu ürünlere olan ilgisini artırırken, şirketleri de çevresel sürdürülebilirlik odaklı stratejiler geliştirmeye yönlendirmiştir. Dijitalleşmenin sağladığı imkanlarla, yeşil pazarlama stratejileri daha geniş bir kitleye ulaşmakta ve çevreci ürünlerin tanıtımı kolaylaşmaktadır. Çalışmada, kültürel ve psikolojik faktörlerin tüketici davranışlarını nasıl şekillendirdiği incelenmiş, özellikle algılanan tüketici etkinliği ve sosyal normların sürdürülebilir tüketim üzerindeki etkisi vurgulanmıştır. Ayrıca, dijital platformlar üzerinden gerçekleştirilen yönlendirme stratejilerinin, tüketici seçimlerini nasıl etkilediği ele alınmıştır. Literatüre dayalı bu araştırma, yeşil pazarlama stratejilerinin daha etkili bir şekilde uygulanabilmesi için kapsamlı bir teorik çerçeve sunmakta ve gelecekteki araştırmalar için stratejik öneriler sunmaktadır. Hem çevresel hem de ticari faydaları optimize etmeyi hedefleyen bu çalışma, sürdürülebilir bir geleceğe katkı sağlamayı amaçlamaktadır.

Keywords

Yeşil Pazarlama , Dijitalleşme , Sürdürülebilir Tüketim , Dijital Yönlendirme , Kültürel ve Psikolojik Faktörler

The Evolution of Green Marketing and Its Impact on Sustainable Consumer Behavior in a Digitalizing World

Abstract

This study examines the historical evolution of green marketing and its transformation through digitalization, focusing on its impacts on sustainable consumption behaviors. As environmental concerns grow, consumers increasingly prefer eco-friendly products, prompting companies to adopt sustainability-oriented strategies. Digitalization enhances the reach and effectiveness of green marketing strategies, facilitating the promotion of eco-friendly products. The study explores how cultural and psychological factors influence consumer behaviors, emphasizing the role of perceived consumer effectiveness and social norms in shaping sustainable consumption. Moreover, the impact of digital nudging strategies on consumer decision-making is discussed, highlighting the power of digital platforms in promoting sustainable practices. This literature-based research provides a comprehensive theoretical framework to enhance the implementation of green marketing strategies and offers strategic suggestions for future studies. By aiming to optimize both environmental and commercial benefits, this study seeks to contribute to a sustainable future.

Keywords

: Green Marketing , Digitalization , Sustainable Consumption , Digital Nudging , Cultural and Psychological Factors

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