Yeşil Pazarlama ve Ambalaj Tasarımı Üzerine Bibliyometrik Bir İnceleme

Yıl 2025, Cilt: 7 Sayı: 2, 88 - 114, 20.10.2025

Melisa Betül Beşli , Emine Pınar Saygın

Öz

Çevresel sorunların olumsuz etkileri arttıkça çevre bilinci gelişmekte ve çevreye duyarlı uygulamalar çoğalmaktadır. Pazarlama alanında “yeşil pazarlama” olarak kendine yer bulan sürdürülebilir uygulamalar, çevreye duyarlı pazarlama stratejileri geliştirilmesini sağlamıştır. Yeşil pazarlama faaliyetlerinin her aşamasında çevreye en az zarar hedeflenmekte ve çevre bilinciyle hareket edilmektedir. Yeşil pazarlama faaliyetleri, ürünün üretim aşamasından kullanıcıya ulaşana dek tüm süreçleri kapsamaktadır. Kullanıcıların ürünle ilk temasının ambalaj ile olması, satın alma kararlarında büyük etkiye sahiptir. Tüketicilerin çevre bilincinin artmasıyla da satın alma davranışlarında sürdürülebilirliğin etkisi önem kazanmaktadır. Bu çalışma, tüketicilerin çevre dostu ambalaj kullanım eğilimlerinin dönemlere göre hangi etkenlere bağlı olduğunu ve nasıl değişime uğradığını değerlendirmeyi amaçlamaktadır. Çalışma sonuç olarak, yeşil pazarlama ve ambalaj tasarımı alanının hem teorik hem de pratik açıdan gelişime açık, önemli bir araştırma sahası olduğunu ortaya koymaktadır.

Anahtar Kelimeler

yeşil pazarlama , tüketici davranışı , ambalaj tasarımı , bibliyometrik analiz

A Bibliometric Study on Green Marketing and Packaging Design

Öz

As the negative effects of environmental problems increase, environmental awareness is growing, and eco-friendly practices are becoming more widespread. Sustainable approaches, which have found their place in the field of marketing under the concept of 'green marketing,' have led to the development of environmentally conscious marketing strategies. At every stage of green marketing activities, the goal is to minimize environmental harm and act with ecological awareness. These activities encompass all processes from the production stage to the end user. Since packaging is the first point of contact between the product and the consumer, it plays a significant role in purchasing decisions. With the rising environmental awareness among consumers, the impact of sustainability on purchasing behavior is becoming increasingly important. This study aims to evaluate which factors influence consumers’ tendency to use environmentally friendly packaging and how this tendency has changed over time. As a result, the study reveals that the field of green marketing and packaging design is an important area of research that remains open to development both theoretically and practically.

Anahtar Kelimeler

green marketing , consumer behavior , packaging design , bibliometric analysis

Kaynakça

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