İmalat sanayinde yeşil pazarlama yöneliminin sürdürülebilir işletme performansı üzerindeki etkileri

Yıl 2025, Cilt: 27 Sayı: Özel Sayı, 85 - 104

Çilem Eda Hallumoğlu , Tülin Ural

Öz

Bu çalışma, üretim sektöründe faaliyet gösteren işletmelerin yeşil pazarlama yönelimlerinin sürdürülebilir işletme performansı üzerindeki etkilerini kısmi en küçük kareler yapısal eşitlik modellemesi (PLS-SEM) yöntemiyle analiz etmektedir. Ayrıca, işletme büyüklüğünün bir düzenleyici değişken olarak modeldeki ilişkiler üzerindeki rolü incelenmiştir. Araştırmada, İstanbul Sanayi Odası’na kayıtlı 226 işletmeden çevrimiçi anket yöntemiyle elde edilen veriler kullanılmıştır. Analiz bulguları, yeşil pazarlama yöneliminin stratejik, taktiksel ve örgütsel boyutlarının işletmelerin sosyal performansı üzerinde olumlu etkiler yarattığını ve taktiksel yeşil pazarlama yöneliminin çevresel performansı da pozitif yönde etkilediğini ortaya koymaktadır. Çoklu grup analizi sonucunda, küçük ve orta-büyük ölçekli işletmeler olarak sınıflandırılan iki grup arasında model ilişkileri açısından farklılık gözlenmemiştir.

Anahtar Kelimeler

Yeşil Pazarlama, Yeşil Pazarlama Yönelimi, Sürdürülebilir İşletme Performansı

The impact of green marketing orientation on sustainable business performance in the manufacturing industry

Öz

This study examines the effects of green marketing orientation on the sustainable business performance of manufacturing firms using partial least squares structural equation modeling (PLS-SEM). Additionally, the moderating role of firm size as a categorical variable on the relationships within the model is investigated. The research utilizes data collected through an online survey from 226 firms registered with the Istanbul Chamber of Industry. The findings reveal that the strategic, tactical and organizational dimensions of green marketing orientation create positive effects on the social performance of firms and that tactical green marketing orientation also positively affects environmental performance. Multi-group analysis shows no differences between small and medium-large firms in model relationships.

Anahtar Kelimeler

Green Marketing, Green Marketing Orientation, Sustainable Business Performance

Kaynakça

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