Z Kuşağının Yeşil Pazarlama Algısı ve Yeşil Satın Alma Davranışı

Yıl 2025, Cilt: 15 Sayı: 1, 67 - 80, 30.06.2025

Cemil Deniz , Hatice Seçil Fettahlıoğlu , Çetin Çildir

https://doi.org/10.47147/ksuiibf.1695777

Öz

Bu çalışma, Z kuşağının yeşil pazarlama algısını ve bu algının yeşil satın alma davranışlarına olan yansımalarını, mevcut literatür temelinde derinlemesine analiz etmeyi amaçlamaktadır. Bir literatür derlemesi olarak tasarlanan bu araştırmada, Z kuşağının çevresel sorumluluk bilincinin tüketici davranışlarına nasıl yansıdığı ve yeşil pazarlama stratejilerinin bu kuşak üzerindeki etkisi incelenmektedir. Çalışma, yeşil pazarlama algısının, kuşağın çevresel duyarlılıkla ilişkili tutumları ve bilinçli tüketim alışkanlıkları ile nasıl şekillendiğini vurgulamakta; ancak literatür bulguları, Z kuşağının yüksek farkındalığına rağmen "yeşil aklama" (greenwashing) şüpheciliği nedeniyle markaların iddialarına eleştirel yaklaştığını ortaya koymaktadır. Yeşil satın alma davranışını etkileyen temel faktörler olarak ise marka güveni, algılanan yeşil değer, şeffaflık ve özellikle dijital kanallar aracılığıyla yayılan sosyal etkinin belirleyici rol oynadığı tespit edilmiştir. Sonuç olarak bu derleme, Z kuşağının değerleriyle uyumlu, otantik ve etkileşimli yeşil pazarlama stratejileri geliştirilmesi için hem teorik bir çerçeve sunmakta hem de işletmelere yönelik stratejik çıkarımlar sağlamaktadır.

Anahtar Kelimeler

z kuşağı , yeşil pazarlama , yeşil satın alma davranışı , çevresel farkındalık , sürdürülebilirlik , çevre dostu ürünler , tüketici davranışı

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