The Mediating Role of Eco-innovation Practices on the Relationship between Consumer Demand, Supplier Collaboration and Reducing Pollution in Manufacturing Enterprises

Year 2022, Volume: 11 Issue: 1, 28 - 58, 30.06.2022

Melek Yurdakul Tanyeri Uslu

Abstract

Purpose: To reveal the mediation effect of eco-innovation practices, on the relationship between consumer demand and
supplier collaboration variables and reducing pollution variable.
Method: Data has been gathered from 203 manufacturing enterprises, performing research and development (R&D)
activities in Turkey. Structural equation modeling method was used to test the hypotheses.
Findings: Although there has been found a mediation effect of eco-product and eco-process innovations, regarding
reducing pollution between consumer demand and supplier collaboration variables, a mediation effect of eco-marketing
innovation has not been found.
Originality: The mediation effect of eco-innovation between consumer demand and supplier collaboration relationship
in reducing pollution has been examined for the first time.With this study, it is aimed to contribute to the marketing and
innovation management literature and to guide business management and decision makers.

Keywords

eco-marketing innovation, eco-process innovation, eco-product innovation, supplier collaboration, consumerdemand

Üretim İşletmelerinde Tüketici Talebi, Tedarikçi İş Birliği ve Kirliliği Azaltma İlişkisinde Eko-inovasyon Faaliyetlerinin Ara Değişken Etkisi

Abstract

Amaç: Eko-inovasyon uygulamalarının tüketici talebi ve tedarikçi iş birliği değişkenleri ile kirliliği azaltma değişkeni ilişkisinde ara değişen etkisini ortaya koymaktır.
Yöntem: Veriler, Türkiye’de araştırma geliştirme (Ar-Ge) faaliyeti gerçekleştiren 203 üretim işletmesinden toplanmıştır. Hipotez testleri yapısal eşitlik modellemesi yöntemi kullanılarak yapılmıştır.
Bulgular: Tüketici talepleri, tedarikçi iş birliği değişkenleri arasında kirliliği azaltmaya yönelik eko-inovasyon uygulamalarından; eko-ürün ve eko-süreç inovasyonun aradeğişken etkisi bulunmasına rağmen eko-pazarlama inovasyonun ara değişken etkisine rastlanılmamıştır.
Özgün Değer: Eko-inovasyon uygulamalarının, tüketici talebi ve tedarikçi iş birliği değişkenlerinin ilişkisinde kirliliği azaltma üzerindeki ara değişken etkisi ilk defa incelenmiştir. Bu çalışma ile pazarlama ve inovasyon yönetimi literatürüne katkı sağlamak, işletme yönetimine ve karar alıcılara rehber olmak hedeflenmiştir.

Keywords

eko-pazarlama inovasyonu, eko-süreç inovasyonu, eko-ürün inovasyonu, tedarikçi iş birliği, tüketici talebi

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