Derleme
BibTex RIS Kaynak Göster

STRATEJİK YEŞİL PAZARLAMA BAĞLAMINDA YEŞİL FİYATLANDIRMA LİTERATÜRÜNÜN İNCELENMESİ

Yıl 2019, Cilt: 28 Sayı: 3, 50 - 58, 15.12.2019
https://doi.org/10.35379/cusosbil.643476

Öz

Yeşil pazarlama
stratejilerinin günümüzün iş stratejilerini etkilemesinden dolayı, işletmeler yeşil
baskılara uymak ve karlı pazar bölümleri oluşturmak için yeşil pazarlama uygulamalarını
benimsemeye başlamışlardır. Bununla birlikte, yeşil pazarlama ve yeşil
fiyatlandırma konularının değerlendirilmesi için kapsamlı çalışmalara ihtiyaç duyulmaktadır.
Çünkü işletmeler, yeşil ürünleri için daha fazla ödeme yapmak isteyen tüketicileri
etkili bir şekilde bölümlere ayırıp hedefleyerek potansiyel karı en üst düzeye
çıkarabilirler. Bu çalışmanın amacı da yeşil fiyatlandırma konusundaki literatürü
gözden geçirmek ve yöneticilerin yeşil ürünler için yüksek fiyat ödemeye razı
tüketiciler ile ilgili sorunlarını incelemektir.

Kaynakça

  • Aalto‐Setälä, V. ve Raijas, A. (2003). Actual market prices and consumer price knowledge, Journal of Product & Brand Management, 12(3), 180‐192. Abaidoo, R. (2010). If a rational consumer could choose his own utility function, would he choose to go green?. The Journal of Applied Business and Economics, 10(6), 44.Amyx, D.A., DeJong, P.F., Lin, Chakraborty, G. ve Wiener, J.L. (1994). Influencers of purchase intentions for ecologically safe products: an exploratory study, in Park, C.W. et al. (Eds), AMA Winter Educators’ Conference Proceedings, American Marketing Association, Chicago, IL, Vol. 5, 341-347.Ar, A. A. (2011). Yeşil pazarlama:(tekstil sektöründen örneklerle). Beta.Arseculeratne D, Yazdanifard R. (2014). How green marketing can create a sustainable competitive advantage for a business. International Business Research, 7(1), 130137.Atılgan, K. Ö., İnce, T. ve Yılmaz, S. (2017). Tüketicilerin satın alma niyetleri ve boykota yönelik tutumlarının tüketici sinizmi, fiyat şeffaflığı ve fiyat adaleti bağlamında incelenmesi. Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 26(3), 34-44.Banerjee, S. B. (2002). Corporate environmentalism: The construct and its measurement. Journal of Business Research, 55(3), 177-191.Banerjee, S.B. ve McKeage, K. (1994). How green is my value? Exploring the relationship between environmentalism and materialism, Advances in Consumer Research, 21(1), 147-152.Bei, L.T. ve Simpson, E.M. (1995). The determinants of consumers’ purchase decisions for recycled products: an application of acquisition-transaction utility theory, Advances in Consumer Research, Vol. 22, (257-261).Brooker, G. (1976). The self-actualizing socially conscious consumer, The Journal of Consumer Research, 3(2), 107-112.Bui, M. H. (2005). Environmental marketing: A model of consumer behavior. In Proceedings of the Annual Meeting of the Association of Collegiate Marketing Educators (Vol. 20), New Orleans, (24-26).Cai, Z. ve Aguilar, F. X. (2013). Meta-analysis of consumer’s willingness-to-pay premiums for certified wood products. Journal of Forest Economics, 19(1), 15-31.Crane, A. (2000). Facing the backlash: green marketing and strategic re-orientation in the 1990s, Journal of Strategic Marketing, 8(3), 277-96.Cronin Jr, J.J., Smith, J.S., Gleim, M.R., Ramirez, E. ve Martinez, J.D. (2011). Green marketing strategies: An examination of stakeholders and the opportunities they present. Journal of the Academy of Marketing Science, 39(1), 158-174.Drozdenko, R., Jensen, M. ve Coelho, D. (2011). Pricing of green products: Premiums paid, consumer characteristics and incentives. International Journal of Business, Marketing, and Decision Sciences, 4(1), 106-116.Eneizan, B. M., Wahab, K. A. ve Bustaman, U. S. A. (2015). Effects of green marketing strategy 4ps on firm performance. International Journal of Applied Research, 1(12), 821-824.Erickson, G.M. ve Johansson, J.K. (1985). The role of price in multi-attribute product evaluations. Journal of Consumer Research, 12(2), 195-199.Fuller, D. A. (1999). Sustainable marketing: Managerialecological issues, Thousand Oaks: Sage.Gil, J. M., Garcia, A. ve Sanchez, M. (2000). Market segmentation and willingness to pay for organic products in Spain. International Food and Agribusiness Management Review 3(2), 207-226.Ginsberg, J. M. ve Bloom, P. N. (2004). Choosing the right green marketing strategy. MIT Sloan management review, 46(1), 79-84.Grewal, D., Monroe, K.B. ve Krishnan, R. (1998). The effects of price-comparison advertising on buyers’ perceptions of acquisition value, transaction value, and behavioral intentions,The Journal of Marketing, 62(2), 46-59.Hamzaoui Essoussi, L. ve Linton, J. D. (2010). New or recycled products: how much are consumers willing to pay?. Journal of Consumer Marketing, 27(5), 458-468.Henion K. E. ve Kinnear T. C. (1976). Ecological Marketing, American Marketing Association.Hughner, R. S., McDonagh, P., Prothero, A., Shultz, C. J. ve Stanton, J. (2007). Who are organic food consumers? A compilation and review of why people purchase organic food. Journal of Consumer Behaviour, 6(2-3), 94-110.Joshi, Y. ve Rahman, Z. (2015). Factors affecting green purchase behaviour and future research directions. International Strategic Management Review, 3(1-2), 128-143.Krishnamurthi, L. ve Raj. S. P. (1991). An empirical analysis of the relationship between brand loyalty and consumer price elasticity. Marketing Science 10(2), 172-183.Laroche, M.; Bergeron, J. ve Barbaro-Forleo, G. (2001). Targeting consumers who are willing to pay more for environmentally friendly products, Journal of Consumer Marketing, 18(6), 503-520.Loureiro, M. L., McCluskey, J. J. ve Mittelhammer, R. C. (2002). Will consumers pay a premium for eco-labeled apples? Journal of Consumer Affairs 36(2), 203-219.Mahenc, P. (2007). Are green products over-priced? Environmental and Resource Economics, 38(4), 461-473.McDaniel, S. W. ve Rylander, D. H. (1993). Strategic green marketing. Journal of Consumer Marketing, 10(3), 4-10.Menon, A. ve Menon, A. (1997). Enviropreneurial marketing strategy: the emergence of corporate environmentalism as market strategy. Journal of Marketing, 61(1), 51-67.Mina Okada, E. ve Mais, E. L. (2010). Framing the “Green” alternative for environmentally conscious consumers. Sustainability Accounting, Management and Policy Journal, 1(2), 222-234.Monroe, K. B. (1990). Pricing: Making profitable decisions. 2nd ed. New York: McGraw Hill.Olson, E.L. (2013). It’s not easy being green: the effects of attribute tradeoffs on green product preference and choice. Journal of the Academy of Marketing Science, 41(2), 171-184.Papadas, K. K., Avlonitis, G. J. ve Carrigan, M. (2017). Green marketing orientation: Conceptualization, scale development and validation. Journal of Business Research, 80, 236-246.Peattie, K. (1999). Trappings versus substance in the greening of marketing planning. Journal of Strategic Marketing, 7(2), 131-148.Peattie, K. ve Crane, A. (2005). Green marketing: legend, myth, farce or prophesy?. Qualitative Market Research: An International Journal, 8(4), 357-370.Pride, W.M. ve Ferrell, O.C. (2008). Marketing, 14th ed., Ch. 4, Houghton Mifflin, New York.Rao, V.R. (1984). Pricing research in marketing: The state of the art, The Journal of Business, 57(1), Part 2: Pricing Strategy, S39-S60.Saphores, J. D. M., H. Nixon, O. A. Ogunseitan ve A. A. Shapiro. (2007). California households’ willingness to pay for “green” electronics. Journal of Environmental Planning and Management, 50(1), 113-133.Sharma, N. K. ve Kushwaha, G. S. (2019). Eco-labels: A tool for green marketing or just a blind mirror for consumers. Electronic Green Journal, 1(42), ISSN: 1076-7975.Singh, G. ve Pandey, N. (2015). Revisiting three decades of price premium research in marketing: a literature review. International Journal of Revenue Management, 8(3-4), 219-240.Tayfun, N. Ö. ve Öçlü, B. (2015). Yeşil pazarlama uygulamasının tüketiciler açısından algılanmasının nöropazarlama tekniği ile araştırılması. Uludağ Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 34(2), 95-113.Tellis, G.J. ve Gaeth, G.J. (1990). Best value, price-seeking, and price aversion: The impact of information and learning on consumer choices. Journal of Marketing, 54(2), 34-45.Tripathi, A. ve Pandey, N. (2018). Does impact of price endings differ for the non-green and green products? Role of product categories and price levels. Journal of Consumer Marketing, 35(2), 143-156.Vandermerwe, S. ve Oliff, M. D. (1990). Customers drive corporations. Long Range Planning, 23(6), 10-16.Vermeir, I. ve Verbeke, W. (2008). Sustainable food consumption among young adults in Belgium: Theory of planned behaviour and the role of confidence and values. Ecological Economics, 64(3), 542-553.Wong, V., Turner, W. ve Stoneman, P. (1996). Marketing strategies and market prospects for environmentally-friendly consumer products, British Journal of Management, 7(3), 263-81.Xia, L., Monroe, K.B. ve Cox, J.L. (2004). The price is unfair! A conceptual framework of price fairness perceptions. Journal of Marketing, 68(4), 1-15.Yağcı, İ., Şahin, A., Atılgan, K. Ö. (2008). Mersin’de Yaşayan Tüketicilerin Çevreye Duyarlı Etiket Taşıyan Ürünleri Tercih Etmelerini Etkileyen Faktörlerin İncelenmesi, 13. Ulusal Pazarlama Kongresi: Adana.Zeithaml, V.A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. The Journal of Marketing, 52(3), 2-22.Zeren, D. ve Nakıboğlu, G. (2009). Sürdürülebilir ürün tasarımında tanım ve yöntemler. Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 18(2), 458-480.
Toplam 1 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Makaleler
Yazarlar

Kalender Özcan Atılgan 0000-0003-1482-4505

Yayımlanma Tarihi 15 Aralık 2019
Gönderilme Tarihi 6 Kasım 2019
Yayımlandığı Sayı Yıl 2019 Cilt: 28 Sayı: 3

Kaynak Göster

APA Atılgan, K. Ö. (2019). STRATEJİK YEŞİL PAZARLAMA BAĞLAMINDA YEŞİL FİYATLANDIRMA LİTERATÜRÜNÜN İNCELENMESİ. Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 28(3), 50-58. https://doi.org/10.35379/cusosbil.643476