The Effect Of Tthe Green Marketing Strategies On Accessing Purposes On Businesses

Yıl 2020, Cilt: 6 Sayı: 2, 46 - 65, 26.06.2020

Yasemin Gedik

Öz

Today, increasing awareness about environment and environmentalism, rising concerns about sustainability, causes fundamental changes in the practices and management philosophies of enterprises. Green marketing points out that businesses need to focus not only on profitability but also on corporate and social responsibility for their survival. In a globalizing world, it is very important to integrate green marketing practices with every function of the enterprise for a corporate reputation, a green image for trusting corporate reputation, green marketing strategies to create a green image and a strong green marketing strategy to gain competitive advantage.
In this study, it is aimed to measure whether the presence of environmental strategies of the enterprise differs according to green marketing practices, environmental protection studies, green marketing mix elements, environmental responsibilities and customer relations. Another aim of the study is to measure the relationships between green marketing strategies, government environmental regulations, supplier/ stakeholders and business objectives. The questionnaire, which was formed for this purpose, was applied to small and medium-sized enterprises by email, 653 enterprises were returned and the data obtained were analyzed. The results confirm the claims of the hypotheses.

Anahtar Kelimeler

green marketing, green marketing strategies, green strategies

Yeşil Pazarlama Stratejileri ve İşletmelerin Amaçlarına Etkisi

Öz

Günümüzde, çevre ve çevrecilikle ilgili farkındalığın artması, sürdürülebilirlik konusunda yükselen endişeler, işletmelerin uygulamalarında ve yönetim felsefelerinde köklü değişiklikler yapmasına neden olmaktadır. Yeşil pazarlama, işletmelerin, hayatta kalması için sadece kârlılığa değil, kurumsal ve sosyal sorumluklarına da odaklanması gerektiğine dikkat çekmektedir. Küreselleşen dünyada, rekabet avantajı kazanmak için güven veren bir kurumsal itibar, güven veren kurumsal itibar için yeşil imaj, yeşil imaj oluşturmak için yeşil pazarlama stratejileri ve güçlü yeşil pazarlama stratejileri için de yeşil pazarlama uygulamaların işletmenin her fonksiyonuyla bütünleştirilmesi çok önemlidir.
Bu çalışmada, işletmenin çevre stratejileri varlığının; yeşil pazarlama uygulamaları, çevre korumaya yönelik çalışmaları, yeşil pazarlama karması unsurları, çevreye karşı sorumlulukları ve müşteri ilişkilerine göre farklılık gösterip göstermediğini ölçmek amaçlanmıştır. Çalışmanın bir diğer amacı, yeşil pazarlama stratejileri, devletin çevre düzenlemeleri, tedarikçi/ paydaşlar ve işletme amaçları arasındaki ilişkileri ölçmektir. Bu amaçla oluşturulan anket, küçük ve orta boy işletmelere e-posta yoluyla uygulanmış, 653 işletmeden geri dönüş alınmış ve elde edilen veriler analiz edilmiştir. Sonuçlar, hipotezlerin iddialarını doğrulamaktadır

Anahtar Kelimeler

yeşil pazarlama, yeşil pazarlama stratejileri, yeşil stratejiler

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