ECO-FRIENDLY MESSAGES: ‘GREEN MARKETING OR GREEN WASHING?’ A LITERATURE REVIEW

Öz

The global changes experienced have created awareness of consumption habits in consumers, and the fact that consumers have started to demand products and services that protect the environment, at least with non-polluting properties, has also prompted companies to take action. As a result, businesses have started to turn to environmentally friendly products and services in the production, use, and disposal processes. With the increase in the number of companies that make green marketing the focal point of their activities, businesses have also emerged that abuse this situation. Even businesses that do not have sufficient sensitivity to environmental problems have turned to a 'green' production and marketing approach in order to benefit themselves. Consequently, the concept of 'greenwashing' has been included in the literature. The subject of the present research is 'green eyewash'. We aimed to examine the concept of 'green eyewash' from a broad perspective using the literature review method. Our wish is to see the institutions in our country produce with more sensitivity; we should keep in mind that the lives of nature, society, and institutions are interconnected. They will focus on truth and sincerity and include comprehensive communication efforts in the creation of environmentally conscious and green consumers.

Anahtar Kelimeler

• Green Marketing
• Green Advertising
• GreeenWashing

ÇEVRE DOSTU MESAJLAR: ‘YEŞİL PAZARLAMA MI YOKSA YEŞİL YIKAMA MI?’ BİR LİTERATÜR TARAMASI

Öz

Yaşanan küresel değişimler tüketicilerde tüketim alışkanlıklarına dair farkındalık meydana getirmiş, tüketicilerin çevreyi koruyan en azından kirletmeme özelliği bulunan ürün ve hizmetleri talep etmeye başlaması da şirketleri harekete geçirmiştir. İşletmeler bu doğrultuda üretim, kullanım ve bertaraf etme sürecinde çevreci ürün ve hizmetlere yönelmeye başlamışlardır. Böylece ‘yeşil’ sıfatını alan ürünler, tüketiciler, reklamlar vb. birçok kavram bulunmaktadır. Yeşil pazarlamayı faaliyetlerinin odak noktası haline getiren şirketlerin fazlalaşması ile beraber bu durumu suistimal eden işletmeler de ortaya çıkmıştır. Çevre sorunları konusunda yeterli hassasiyete sahip olmayan bu tür işletmeler bile kendilerine fayda sağlama amaçlı olarak ‘yeşil’ bir üretim ve pazarlama anlayışına yönelmişlerdir. Bu durum neticesinde dilimize ‘yeşile boyama’ ‘yeşil yıkama’ olarak çevrilen ‘green washing’ kavramı literatüre dahil olmuştur. Bu araştırmanın ana konusunu ‘yeşil göz boyama’ oluşturmaktadır. Araştırmanın amacı ise ‘yeşil göz boyama” kavramını literatür taraması yöntemiyle geniş bir perspektiften incelemektir. Dileğimiz, ülkemizde işletmelerin daha fazla duyarlılıkla üretim yapmaları, doğanın, toplumun ve işletmelerin devamlılığının birlikte sağlanabileceğini unutmayarak; doğrulara ve samimiyete odaklanıp çevre konusunda bilinçli, yeşil tüketicilerin oluşturulmasında kapsamlı iletişim çalışmalarını gündemlerine almaları olacaktır.

Anahtar Kelimeler

• Yeşil Pazarlama
• Yeşil Reklam
• Yeşil Göz Boyama
• Yeşil Yıkama

Kaynakça

1. Akturan, U. (2018). How does greenwashing affect green branding equity and purchase intention? An empirical research. Marketing Intelligence & Planning, 36(7), 809-824. Erişim adresi https://www.emerald.com/
2. Alkış, B. N. (2015). Yeşil mitler ve gerçekler. Fortune Dergisi, Haziran, 104-107.
3. Aydın, G. (2018). Yeşil üretim, ürün ve hizmet tasarımı. Y. Demir Uslu, (Ed.), Yeşil İşletme içinde (81-97. ss.), Nobel Yayınevi.
4. Braga Junior, S., Martinez, M. P., Correa, C. M., Moura-Leite, R. C. ve Da Silva, D. (2019). Greenwashing effect, attitudes and beliefs in green consumption. Management Journal, 54(2), 226-241. Erişim adresi https://www.scielo.br/J/Rmj/A/J8kwhs8k4xFndmpp ccg9f6f/?Lang=En
5. Chen, Y.S. ve Chang, C.H. (2013). Towards green trust the influences of green perceived quality, green perceived risk, and green satisfaction. Management Decision, 51(1), 63-82. Erişim adresi https://www.emerald.com
6. Dean, T. J. ve Pacheco, D. F. (2014). Greenmarketing: A strategic balancing act for creating value. Journal of Business Strategy, 35(5), 14-22. Erişim adresi https://www.emerald.com/
7. Delafrooz, N., Taleghani, M. ve Nouri, B. (2014). Effect of green marketing on consumer purchase behaviour. Qscience Connect, 5, 1-9. http://dx.doi.org/10.5339/connect.2014.5
8. Deren Van Het Hof, S. ve Hoştut, S. (2020). Kurumsal sosyal sorumluluk kavramlar uygulama ve örnekler. Ankara: Nobel Yayınları.

9. Emgin, Ö. ve Türk, Z. (2004). Yeşil pazarlama. Mevzuat Dergisi, 7(78). Erişim adresi https://www.mevzuatdergisi.com
10. Freitas Netto, S. V. De., Sobral, M. F. F., Ribeiro, A. R. B. ve Luz Soares, G. R. Da (2020). Concepts and forms of greenwashing: a systematic review. Environmental Sciences Europe, 32(19), 1-12. https://doi.org/10.1186/s12302-020-0300-3
11. Furlow, N. E. (2010). Greenwashing in the new millennium. Journal of Applied Business and Economics. Erişim adresi http://www.m.www.na-businesspress.com/JABE/jabe106/FurlowWeb.pdf
12. Gallicano, T. (2011). A critical analysis of greenwashing claims. The Public Relations Journal, 5(3), 1-21. Erişim adresi https://www.researchgate.net/profile/Tiffany-Gallicano/publication/305438 010_A_Critical_Analysis_of_Greenwashing _ Claims/links/589756cda6fdc c32dbdbdefe/A-Critical-Analysis-of-Green washing-Claims.pdf
13. Gedik, Y. (2020). Yeşil pazarlama stratejileri ve işletmelerin amaçlarına etkisi. International Anatolia Academic Online Journal Social Sciences Journal, 6(2), 46-65. Erişim adresi https://dergipark.org.tr/
14. Kärnä, J., Juslin, H., Ahonen, V. ve Hansen, E. (2001). Green advertising: greenwash or a true reflection of marketing strategies?. Greener Management International, Spring, 59-70. Erişim adresi https://www.researchgate.net/publication/258561630
15. Khandelwal, U. ve Bajpai, N. (2011). A study on green advertisement and its impact on consumer purchase intention. Journal of Creative Communications, 6(3) 259–276. Erişim adresi http://crc.sagepub.com
16. Kuduz, N. ve Zerenler, M. (2013). Yeşil pazarlama. Ankara: Nobel Yayınları.
17. Laufer, W.S. (2003). Social accountability and corporate greenwashing. Journal of Business Ethics 43, 253–261. Erişim adresi https://link.springer.com/article /10.1023/A:1022962719299
18. Levy, D. ve Peterson, G. (2013). The effect of sustainability on commercial occupiers’ building choice. Journal of Property Investment & Finance, 31(3), 267-284. Erişim adresi https://www.emerald.com/
19. Lukinoviç, M. ve Jovanović, L. (2019). Greenwashing – fake green/ecology marketing. Fundamental and Applied Researches in Practice of Leading Scientific Schools, 33(3), 15-17. Erişim adresi https://www.farplss.org/index.php/ journal/article/view/618/573
20. Lyon, T.P. ve Maxwell, J.W. (2011). Greenwash: corporate environmental disclosure under threat of audit. Journal of Economics & Management Strategy, 20(1), 3–41. Erişim adresi https://onlinelibrary.wiley.com
21. Marciniak, A. (2009). Greenwashing as an example of ecological marketing misleading practices. Comparative Economic Research, 12(1-2), 49-59. Erişim adresi https://www.researchgate.net/
22. Martinez, P. (2015). Customer loyalty: exploring its antecedents from a green marketing perspective. International Journal of Contemporary Hospitality Management, 27(5), 896-917. Erişim adresi https://www.researchgate.net/publication/266200005_
23. Mishra, P. ve Sharma, P. (2010). Green marketıng in Indıa: emerging opportunities and challenges. Journal of Engineering, Science and Management Education, 3, 9-14. Erişim adresi https://d1wqtxts1xzle7.cloudfront.net/30591278/
24. Nemes, N., Scanlan, S. J., Smith, P., Smith, T., Aronczyk, M., Hill, S., Lewis, S.L., Montgomery, A.W., Tubiello, F. N. ve Stabinsky, D. (2022). An integrated framework to assess greenwashing. Sustainability 2022, 14(8), 4431(1-13). https://doi.org/10.3390/su14084431
25. Nemli, E. (2001). Çevreye duyarlı yönetim anlayışı. İ.Ü. Siyasal Bilgiler Fakültesi Dergisi, 23-24, 211-221. Erişim adresi https://Dergipark.Org.Tr/En/Download/Article-File/ 5457
26. Nyilasy, G., Gangadharbatla, H. ve Paladino, A. (2014). Perceived greenwashing: the interactive effects of green advertising and corporate environmental performance on consumer reactions. Journal of Business Ethics, 125, 693-707. Erişim adresi https://link.springer.com/article/10.1007/s10551-013-1944-3
27. Ottman, J. A. (2011). The new rules of green marketing, Strategies, tools and inspiration for sustainable branding, UK: Greenleaf Publishing, Erişim adresi http://www.greenmarketing.com/
28. Özata, Z. (2006). Yeşil pazarlama (Web günlük postası). Erişim adresi https://zeynepozata.wordpress.com/
29. Peattie, K. ve Crane, A. (2005). Green marketing: legend, myth, farce or prophesy?. Qualitative Market Research: an International Journal, 8(4), 357-370. https://doi.org/10.1108/13522750510619733
30. Pimonenko, T., Bilan, Y., Horák, J., Starchenko, L. ve Gajda, W. (2020). Green brand of companies and greenwashing under sustainable development goals. Sustainability 2020, 12, 1679(1-15). Erişim adresi https://www.researchgate.net/publication/339481072_
31. Przychodzen, J. ve Przychodzen, W. (2012). Corporate sustainability and shareholder wealth. Journal of Environmental Planning and Management, 56(4), 1-20. Erişim adresi https://www.researchgate.net/publication/241727503_
32. Polonsky, M. J. ve Rosenberger, P.J. (2001). Reevaluating green marketing: A strategic approach. Business Horizons, 44(5), 21-30. https://www.researchgate.net/publication/4884873_
33. Ramus, C.A. ve Montiel, I. (2005). When are corporate environmental policies a form of greenwashing?.
34. Business & Society, 44(4), 377-414. Erişim adresi https://www.researchgate.net/publication/238431147_
35. Singh, P. B. ve Pandey, K.K. (2012). Green marketing: policies and practices for sustainable development. Integral Review- a Journal of Management, 5(1), 22-30. Erişim adresi https://www.researchgate.net/publication/338690653_
36. Stokes, S.A. (2007). Deception in environmental advertising: Consumers’ reactions to greenwashing. (Master Tezi). Kansas State University, US. Erişim adresi https://krex.kstate.edu/bitstream/handle/2097/1462/StaciStokes2?sequence=1 –
37. Türk Dil Kurumu Sözlükleri, TDK (2023). Erişim adresi: https://sozluk.gov.tr/
38. Tinne, W.S. (2013). Green washing: an alarming issue. ASA University Review, 7(1), 81-89. Erişim adresi https://web.s.ebscohost.com/ehost/pdfviewer/pdfviewer?vid=0&sid=dcbdbb98-9758-4ef4-8c32-3648d1e3b983%40redis
39. Varey, R. J. (2011). A sustainable society logic for marketing. Social Business, 1, 69-83. Erişim adresi https://www.researchgate.net/profile/Richard-Varey/ publication/230555224_A_Sustainable_Society_Logic_for_Marketing/link s/00b49515f58d9857be000000/A-Sustainable-Society-Logic-for-Marketing.pdf
40. Wang, D., Walker, T. ve Barabanov, S. (2020). A psychological approach to regaining consumer trust after greenwashing: the case of chinese green consumers. Journal of Consumer Marketing, 37(6), 593-603. Erişim adresi https://www.emerald.com/insight/0736-3761.htm
41. Werner, K. ve Weiss, H. (2002). Markaların kara kitabı. (Çev. D. Muradoğlu). İstanbul: Mediacat Kitapları.