İşletmelerin Çevre Dostu Paketlemeyi Benimsemesini Etkileyen Faktörler Üzerine Nitel Bir Çalışma

Öz

Amaç: Bu çalışmanın amacı, işletmelerin çevre dostu paketlemeyi benimsemelerinde etkili faktörleri incelemektir. Bu kapsamda kurumsal baskılar, işletme kaynakları ve paydaş etkileri detaylı biçimde incelenmiştir. Yöntem: Çalışmada çevre dostu paketleme uygulamalarını yürüten işletmelerden uzmanlar üzerine nitel bir araştırma yürütülmüş olup tematik analiz kullanılmıştır. Analiz sürecinde kurumsal teori, kaynak temelli teori ve paydaş teorisi kuramsal çerçeve olarak kullanılmıştır. Bulgular: Bulgulara göre, işletmelerin çevre-dostu paketlemeyi benimsemesinde üç tema ön plana çıkmaktadır. Bu temalar, kurumsal baskılar ve uyum stratejileri, kaynaklara erişim, yetkinlik ve riskler, paydaş talepleri ve ilişkisel değer yaratımıdır. Kurumsal baskılar ve uyum stratejileri içerisinde zorlayıcı, normatif ve taklitçi kurumsal baskılar yer almaktadır. Kaynaklara erişim, yetkinlik ve riskler içerisinde kısıtlı kaynaklar, stratejik yetkinlikler ve risk yönetimi yer almaktadır. Paydaş talepleri ve ilişkisel değer yaratma içerisinde müşteri talepleri, toplumsal katkı ve itibar yer almaktadır. Sonuçlar: Çevre dostu paketleme, sadece çevreye duyarlı bir üretim pratiği değil aynı zamanda kurumsal meşruiyet kazanma, pazar avantajı sağlama ve paydaşlarla güçlü ilişkiler kurma aracı olarak da değerlendirilmektedir. Bu bulgular, özellikle yükselen pazarlarda yer alan KOBİ’lerin çevresel sürdürülebilirliğe yönelik stratejilerinin çok boyutlu bir zemine oturduğunu ortaya koymaktadır.

Anahtar Kelimeler

• Çevre dostu paketleme
• nitel araştırma
• kurumsal teori
• kaynak temelli teori
• paydaş teorisi

A Qualitative Study on Factors Affecting Businesses’ Adoption of Eco-Friendly Packaging

Öz

Aim: The aim of this study is to examine the factors affecting businesses' adoption of eco-friendly packaging. In this context, institutional pressures, business resources, and stakeholder effects were examined in detail. Method: In the study, qualitative research was conducted on experts from businesses implementing eco-friendly packaging practices, and thematic analysis was used. Institutional theory, resource-based theory and stakeholder theory were used as theoretical frameworks in the analysis process. Results: According to the findings, three themes stand out in the adoption of eco-friendly packaging by businesses. These themes are institutional pressures and compliance strategies, access to resources, competence and risks, stakeholder demands, and relational value creation. Coercive, normative, and imitative institutional pressures are included in institutional pressures and compliance strategies. Access to resources, competence, and risks include limited resources, strategic competencies, and risk management. Stakeholder demands and relational value creation include customer demands, social contribution, and reputation. Conclusion: Eco-friendly packaging is not only a sustainable production practice but also a means of gaining corporate legitimacy, providing market advantage, and establishing strong relationships with stakeholders. These findings reveal that the strategies towards eco-friendly packaging of SMEs, especially those in emerging markets, are based on a multidimensional basis.

Anahtar Kelimeler

• Eco-friendly packaging
• qualitative research
• institutional theory
• resource-based theory
• stakeholder theory

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