STRATEJİK YEŞİL PAZARLAMA BAĞLAMINDA YEŞİL FİYATLANDIRMA LİTERATÜRÜNÜN İNCELENMESİ

Yıl 2019, Cilt: 28 Sayı: 3, 50 - 58, 15.12.2019

Kalender Özcan Atılgan

https://doi.org/10.35379/cusosbil.643476

Cited By: 2

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.

Anahtar Kelimeler

yeşil fiyatlandırma, tüketici

Kaynakça

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