Yeşil Reklamın Etkinliği: Su Tasarrufuna Yönelik Yeşil Reklama Tüketici Tepkilerinin Değerlendirilmesi

Abstract

Amaç: Bu çalışma, Türkiye'de su tasarrufuna yönelik ödüllü yeşil reklam kampanyalarına yönelik tüketici tepkilerini araştırmaktadır. Finish ve Cif'in kampanyalarına odaklanan araştırma, tüketicilerin çevresel mesajlaşmayı, ürün kalitesini ve yeşil iddiaların gerçekliğini nasıl algıladıklarını araştırırken, aynı zamanda sürdürülebilirlikle ilgili daha geniş toplumsal ve devlet katılımını da yansıtmaktadır. Yöntem: Nitel bir araştırma tasarımını benimseyen çalışma, Finish ve Cif'in 2020-2022 yılları arasında Effie Ödülleri alan yeşil reklam kampanyaları kapsamında YouTube, Instagram ve X'ten (eski adıyla Twitter) veri kazıma yoluyla toplanan 629 tüketici yorumunun tematik analizini gerçekleştirmiştir. Braun ve Clarke'ın (2006) altı adımlı prosedürünü izleyerek kodlama ve analiz için MAXQDA 2020 yazılımından faydalanılmıştır. Kodlayıcılar arası güvenilirlik, Cohen'in Kappa'sı (κ = 0,86) kullanılarak değerlendirilmiş ve yüksek uyum tespit edilmiştir. Bulgular: Analiz sonucunda beş temel tema ortaya çıkmıştır: markayla ilgili, reklam kampanyalarıyla ilgili, yorumcuyla ilgili, toplumla ilgili ve politikayla ilgili yorumlar. Tüketicilerin ikili bir tutum sergilediği görülmüştür - kampanyaların çevresel hedeflerine ve yaratıcı unsurlarına hayranlık duyarken, birçoğu yeşil aklamaya karşı şüpheci ve ürün kalitesini sorgulayıcı konumda tespit edilmiştir. Ayrıca çevresel özgünlüğü iyileştirmek için uygulanabilir önerilerde bulundukları, sürdürülebilirliğe karşı toplumsal ilgisizliği eleştirdikleri ve daha güçlü hükümet politikaları ve eğitimi çağrısında bulundukları görülmüştür. Sonuç: Yeşil reklamcılık çevre bilincini etkili bir şekilde teşvik edebilmektedir, ancak güvenilirliği gerçek marka uygulamalarına ve şeffaf iletişime dayanmaktadır. Çalışma, tüketicilerin çevre söyleminin eş yaratıcıları olarak aktif rolünün altını çizmekte ve sürdürülebilirliği teşvik etmeyi amaçlayan markalar ve politika yapıcılar için pratik çıkarımlar sunmaktadır. Gelecekteki çalışmaların daha geniş demografik özelliklere yayılması ve sosyal medya yorumlarının ötesinde çeşitli veri toplama yöntemlerini entegre etmesi önerilmektedir.

Keywords

• Yeşil Reklam
• Sürdürülebilir Kalkınma Hedefleri (SKH)
• Ödüllü Kampanyalar
• Tüketici Tepkisi
• Tematik Analiz

‘Effie’ciency of Green Advertising: Evaluating Consumer Responses to Green Advertising Addressing Water Conservation

Abstract

Aim: This study investigates consumer responses to award-winning green advertising campaigns addressing water conservation in Türkiye. Focusing on campaigns by Finish and Cif, the research explores how consumers perceive the environmental messaging, product quality, and authenticity of green claims, while also reflecting on broader societal and governmental engagement with sustainability. Method: Adopting a qualitative research design, the study utilizes thematic analysis of 629 consumer comments extracted from YouTube, Instagram, and X (formerly Twitter) under Finish and Cif’s green advertising campaigns, which received Effie Awards between 2020-2022. MAXQDA 2020 software was used for coding and analysis, following Braun and Clarke’s (2006) six-step procedure. Intercoder reliability was assessed using Cohen’s Kappa (κ = 0.86), ensuring high agreement. Results: The analysis revealed five key themes: brand-related, campaign-related, reviewer-related, community-related and policy-related comments. Consumers were found to have a dual attitude – admiring the environmental goals and creative elements of the campaigns, while many were skeptical of greenwashing and questioning product quality. They were also found to make actionable suggestions to improve environmental authenticity, criticizing societal indifference to sustainability and calling for stronger government policies and education. Conclusion: Green advertising can effectively promote environmental awareness, but its credibility relies on actual brand practices and transparent communication. The study highlights the active role of consumers as co-creators of environmental discourse and offers practical implications for brands and policymakers seeking to promote sustainability. It is recommended that future studies expand to broader demographics and integrate a variety of data collection methods beyond social media comments.

Keywords

• Green Advertising
• Sustainable Development Goals (SDGs)
• Award-Winning Campaigns
• Consumer Response
• Thematic Analysis

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