Sürdürülebilir Pazarlamanın Haritası: Akademik Çalışmalar Üzerine Bir Analiz

Öz

Bu çalışma, sürdürülebilir pazarlama kavramının akademik literatürdeki yerini ve gelişimini bibliyometrik bir yaklaşımla incelemektedir. Web of Science veri tabanından elde edilen 327 makale, R yazılımının "bibliometrix" paketi kullanılarak analiz edilmiştir. Araştırma, sürdürülebilir pazarlamanın çevresel, sosyal ve ekonomik etkilerini dikkate alarak işletmelerin uzun vadeli tüketici ve toplum yararını gözetmeyi hedefleyen bir yaklaşım olduğunu vurgulamaktadır. Bulgular, sürdürülebilir pazarlamanın akademik ilgi çekiciliğinin arttığını ve yayınların yanı sıra uluslararası iş birliklerinin de yıllar içinde önemli ölçüde arttığını göstermektedir. Ayrıca, sürdürülebilir pazarlama literatürünün genişleyen kapsamı ve akademik trendler, işletmelere ve tüketicilere sürdürülebilir bir gelecek için birlikte çalışma stratejileri sunmaktadır. Bu bibliyometrik analiz, sürdürülebilir pazarlama alanındaki akademik yayınların kapsamlı bir analizini sunarak bu alandaki bilimsel çalışmaların kapsamının genişletilmesine katkıda bulunmayı amaçlamaktadır. Bu şekilde, hem teorik hem de pratik düzeyde sürdürülebilir pazarlama uygulamalarının gelişimine yönelik yeni perspektifler sunulması hedeflenmiştir.

Anahtar Kelimeler

• Sürdürülebilir Pazarlama
• Bibliyometrik Analiz
• Yeşil Pazarlama
• Çevresel Sürdürülebilirlik

Sustainable Marketing Map: An Analysis on Academic Studies

Öz

This study examines the position and development of the sustainable marketing concept in the academic literature through a bibliometric approach. The analysis conducted on 327 articles obtained from the Web of Science database was carried out using the "bibliometrix" package in R software. The research emphasizes that sustainable marketing is an approach that considers environmental, social, and economic impacts, aiming for businesses to focus on long-term consumer and societal benefits. The findings indicate an increasing academic interest in sustainable marketing, with a significant rise in publications and international collaborations over the years. Furthermore, the expanding scope and academic trends of sustainable marketing literature offer strategies for businesses and consumers to work together towards a sustainable future. This bibliometric analysis aims to contribute to expanding the scope of scientific studies in the field of sustainable marketing by providing a comprehensive analysis of academic publications in this area. Thus, it seeks to present new perspectives for developing sustainable marketing practices at both theoretical and practical levels.

Anahtar Kelimeler

• Sustainable Marketing
• Bibliometric Analysis
• Green Marketing
• Environmental Sustainability

Kaynakça

1. Achrol, R. S., & Kotler, P. (2012). Frontiers of the marketing paradigm in the third millennium. Journal of the academy of marketing science, 40, 35-52.
2. Alkhatib, S., Kecskés, P., & Keller, V. (2023). Green Marketing in the Digital Age: A Systematic Literature Review. Sustainability, 15(16), 12369.
3. Antonetti, P., & Maklan, S. (2014). Feelings that make a difference: How guilt and pride convince consumers of the effectiveness of sustainable consumption choices. Journal of business ethics, 124, 117-134.
4. Aria, M., & Cuccurullo, C. (2017). bibliometrix: An R-tool for comprehensive science mapping analysis. Journal of informetrics, 11(4), 959-975.
5. Batra, S., Saini, M., Yadav, M., & Aggarwal, V. (2022). Mapping the intellectual structure and demystifying the research trend of cross listing: a bibliometric analysis. Managerial Finance, 49(6), 992-1016.
6. Bridges, C. M., & Wilhelm, W. B. (2008). Going beyond green: The “why and how” of integrating sustainability into the marketing curriculum. Journal of marketing education, 30(1), 33-46.
7. Burksiene, V., Dvorak, J., & Burbulyte-Tsiskarishvili, G. (2018). Sustainability and sustainability marketing in competing for the title of European Capital of Culture. Organizacija, 51(1), 66-78.
8. Charter, M., Peattie, K., Ottman, J., & Polonsky, M. J. (2002). Marketing and sustainability. Centre for Business Relationships, Accountability, Sustainability and Society.

9. CIM (2023). The Sustainability Marketing Skills Gap Report 2023, https://www.cim.co.uk/content-hub/reports/report-the-sustainability-marketing-skills-gap-2023/ Erişim Tarihi 20.01.2024
10. Connelly, B. L., Ketchen, D. J., & Slater, S. F. (2011). Toward a “theoretical toolbox” for sustainability research in marketing. Journal of the Academy of Marketing Science, 39, 86-100.
11. Cricelli, L., & Strazzullo, S. (2021). The economic aspect of digital sustainability: A systematic review. Sustainability, 13(15), 8241.
12. Dahhan, A., & Arenkov, I. A. (2021). Green marketing as a trend towards achieving sustainable development. Экономика, предпринимательство и право, 11(11), 2497-2512.
13. Dangelico, R. M., & Vocalelli, D. (2017). “Green Marketing”: An analysis of definitions, strategy steps, and tools through a systematic review of the literature. Journal of Cleaner production, 165, 1263-1279.
14. Dyllick, T., & Hockerts, K. (2002). Beyond the business case for corporate sustainability. Business Strategy and the Environment, 11(2), 130-141.
15. Elkington, J. (1997). Cannibals with Forks: The Triple Bottom Line of 21st Century Business. Capstone Publishing. Font, X., & McCabe, S. (2017). Sustainability and marketing in tourism: Its contexts, paradoxes, approaches, challenges and potential. Journal of sustainable tourism, 25(7), 869-883.
16. Foote, K. J., Joy, M. K., & Death, R. G. (2015). New Zealand dairy farming: milking our environment for all its worth. Environmental management, 56, 709-720.
17. Gordon, R., Carrigan, M., & Hastings, G. (2011). A framework for sustainable marketing. Marketing theory, 11(2), 143-163.
18. Gökerik, M., & Aktaş, Ö. (2024). Digital Marketing Trends Reshaped by Artificial Intelligence: A Bibliometric Approach. JOEEP: Journal of Emerging Economies and Policy, 9(1), 75-90.
19. Göktaş, F. (n.d.). The Bibliometric Analysis of Possibilistic Portfolio Selection Models. Pamukkale Üniversitesi İşletme Araştırmaları Dergisi.
20. Hunt, S. D. (2011). Sustainable marketing, equity, and economic growth: a resource-advantage, economic freedom approach. Journal of the Academy of Marketing Science, 39, 7-20.
21. Kemper, J. A., & Ballantine, P. W. (2019). What do we mean by sustainability marketing?. Journal of Marketing Management, 35(3-4), 277-309.
22. Kim, J., Taylor, C. R., Kim, K. H., & Lee, K. H. (2015). Measures of perceived sustainability. Journal of Global Scholars of Marketing Science, 25(2), 182-193.
23. Kumar, V., & Christodoulopoulou, A. (2014). Sustainability and branding: An integrated perspective. Industrial Marketing Management, 43(1), 6-15.
24. Leonidou, L. C., Katsikeas, C. S., Fotiadis, T. A., & Christodoulides, P. (2013). Antecedents and outcomes of consumer environmentally friendly attitudes and behaviour. Journal of Marketing Management, 29(13-14), 1457-1478.
25. Lii, Y. S., Wu, K. W., & Ding, M. C. (2013). Doing good does good? Sustainable marketing of CSR and consumer evaluations. Corporate social responsibility and environmental management, 20(1), 15-28.
26. Lunde, M. B. (2018). Sustainability in marketing: A systematic review unifying 20 years of theoretical and substantive contributions (1997–2016). AMS review, 8(3-4), 85-110.
27. Martin, D. M., & Schouten, J. W. (2012). Sustainable Marketing. Pearson.
28. McDonald, S., Oates, C. J., Thyne, M., Timmis, A. J., & Carlile, C. (2015). Flying in the face of environmental concern: Why green consumers continue to fly. Journal of Marketing Management, 31(13-14), 1503-1528.
29. Minton, E., Lee, C., Orth, U., Kim, C. H., & Kahle, L. (2012). Sustainable marketing and social media: A cross-country analysis of motives for sustainable behaviors. Journal of advertising, 41(4), 69-84.
30. Nabivi, E. (2020). Implementation of green marketing concept through social media activities: A systematic literature review. Journal of Marketing and Consumer Behaviour in Emerging Markets, 11(2), 55-67.
31. NIQ (2023). Trend Watch 2023: Sustainability. https://nielseniq.com/global/en/insights/analysis/2022/trend-watch-2023-sustainability/ Erişim Tarihi: 20.01.2024
32. Ottman, J. A. (2011). The New Rules of Green Marketing: Strategies, Tools, and Inspiration for Sustainable Branding. Berrett-Koehler Publishers.
33. Patala, S., Jalkala, A., Keränen, J., Väisänen, S., Tuominen, V., & Soukka, R. (2016). Sustainable value propositions: Framework and implications for technology suppliers. Industrial Marketing Management, 59, 144-156.
34. Peattie, K. (1995). Environmental Marketing Management: Meeting the Green Challenge. Pitman Publishing.
35. Peattie, K. (2010). Green consumption: behavior and norms. Annual review of environment and resources, 35, 195-228.
36. Polonsky, M. J. (2011). Transformative green marketing: Impediments and opportunities. Journal of Business Research, 64(12), 1311-1319.
37. Pomering, A., & Johnson, L. W. (2018). Building Sustainability into Services Marketing: Expanding decision-making from a mix to a matrix. Sustainability, 10(9), 2992.
38. Rudawska, E. (2018). From sustainable market orientation to sustainability marketing. In The sustainable marketing concept in European SMEs: Insights from the food & drink industry (pp. 53-79). Emerald Publishing Limited.
39. Sachs, J. (2015). The Age of Sustainable Development. Columbia University Press.
40. Saravanan, A. P., Mathimani, T., Deviram, G., Rajendran, K., & Pugazhendhi, A. (2018). Biofuel policy in India: a review of policy barriers in sustainable marketing of biofuel. Journal of cleaner production, 193, 734-747.
41. Scott, K., Martin, D. M., & Schouten, J. W. (2014). Marketing and the new materialism. Journal of Macromarketing, 34(3), 282-290.
42. Sharma, A. P. (2021). Consumers’ purchase behaviour and green marketing: A synthesis, review and agenda. International Journal of Consumer Studies, 45(6), 1217-1238.
43. Sheth, J. N., & Parvatiyar, A. (2021). Sustainable marketing: Market-driving, not market-driven. Journal of macromarketing, 41(1), 150-165.
44. Thompson, D. F., & Walker, C. K. (2015). A descriptive and historical review of bibliometrics with applications to medical sciences. Pharmacotherapy: The Journal of Human Pharmacology and Drug Therapy, 35(6), 551-559.
45. Varey, R. J. (2010). Marketing means and ends for a sustainable society: A welfare agenda for transformative change. Journal of Macromarketing, 30(2), 112-126.
46. World Commission on Environment and Development. (1987). Our Common Future. Oxford University Press.
47. Zeriti, A., Robson, M. J., Spyropoulou, S., & Leonidou, C. N. (2014). Sustainable export marketing strategy fit and performance. Journal of International Marketing, 22(4), 44-66.