Impact of the Environment-Friendly Activities of Brands on Brand Preference

Öz

As an useful approach, company as a society organizations rather than to benefit only themselves has recently come into prominence. Environmentally friendly practices of companies are increasing within many activities in the context of social responsibility. The aim of this study is to examine the impact of the environmental activities of companies in the framework of physical (packaging, raw materials of the product, etc.) as well as marketing campaigns (eg, the press announcement of the environmental protection) on the Turkish consumers’ perceptions and brand preferences. Using survey techniques, a field study was conducted on consumers, and data will be analyzed statistically and interpreted. In line with analysis findings, a conceptual model to preference of eco-friendly brands has been developed

Anahtar Kelimeler

• Environment-Friendly Activities, Brand Preference, Consumer Attitude

Markaların Çevre Dostu Uygulamalarının Tüketicinin Marka Tercihi Üzerindeki Etkisi

Öz

Şirketlerin sadece kendilerine fayda sağlayan bir kurum olmaktan ziyade topluma faydalı kuruluşlar olmaları gerektiği yaklaşımı son dönemde öne çıkmaktadır. Sosyal sorumluluk kapsamında değerlendirilebilecek bir çok faaliyet içerisinde firmaların çevre dostu uygulamaları artmaktadır. Bu bağlamda çalışmanın amacı; markaların hem fiziksel (ambalaj, ürünün üretiminde kullanılan hammadde, vb.) olarak hem de pazarlama kampanyaları (örneğin, çevre korunmasına katkının basın yoluyla duyurulması) çerçevesinde, sergiledikleri çevreci yaklaşımın Türk tüketicisindeki algısını ve tüketicinin marka tercihi üzerindeki etkisini incelemektir. Anket tekniği kullanılarak tüketiciler üzerinde bir saha çalışması yürütülmüştür ve veriler istatistiki olarak analiz edilip yorumlanmıştır. Analiz bulguları doğrultusunda çevre dostu marka tercihine dair bir model geliştirilmiştir

Anahtar Kelimeler

• Çevre dostu uygulamalar, marka tercihi, tüketici tutumu

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