YEŞİL PAZARLAMA STRATEJİLERİNİN YEŞİL TEDARİKÇİ SEÇİMİ, YEŞİL İNOVASYON VE PERFORMANS ÜZERİNDEKİ ETKİSİNİN YAPISAL EŞİTLİK MODELİ İLE ANALİZİ

Öz

Yeşil pazarlama stratejilerinin, yeşil tedarikçilerin seçimi, yeşil inovasyonların geliştirilmesi ve genel performans üzerindeki etkisi, çağdaş kurumsal ortamda önemi giderek artan bir konudur. Bu konu, firmaların çevresel sürdürülebilirliğe ve sosyal sorumluluğa öncelik vermesine yönelik artan beklentiler çerçevesinde önem kazanmaktadır. Yeşil pazarlama stratejileri, firmaların kâr maksimizasyonu hedefinin ötesine geçerek çevre dostu ürün ve hizmetler sunma, çevreye duyarlı tedarikçilere öncelik verme ve yeşil inovasyonu teşvik etme çabalarını kapsamaktadır. Çalışmamız, yeşil pazarlama stratejilerinin yeşil tedarikçilerin seçimi ve yeşil inovasyon üzerindeki etkisini incelemeyi amaçlamaktadır. Ayrıca, yeşil inovasyonun genel performans üzerindeki etkisini analiz etmekte bir diğer amacımızdır. Bu amaç doğrultusunda Kocaeli-Gebze ve İstanbul'da faaliyet gösteren 239 imalat firmasından veri toplanmıştır. Verilerin incelenmesi sonucunda, yeşil pazarlama stratejilerinin, yeşil tedarikçilerin seçimi ve yeşil inovasyonun geliştirilmesi üzerinde kayda değer bir etkisi olduğu sonucuna varılmıştır. Benzer şekilde, yeşil tedarikçi seçiminin yeşil inovasyon üzerinde önemli bir etkisi vardır ve bu da performans üzerinde önemli bir etkiye sahiptir. Ayrıca, yeşil tedarikçi seçiminin yeşil pazarlama stratejilerinin yeşil inovasyon üzerindeki etkisinde aracı bir rol oynadığı keşfedilmiştir.

Anahtar Kelimeler

• yeşil pazarlama stratejisi
• yeşil tedarikçi
• yeşil inovasyon

ANALYSING THE IMPACT OF GREEN MARKETING STRATEGIES ON GREEN SUPPLIER SELECTION, GREEN INNOVATION, AND PERFORMANCE WITH STRUCTURAL EQUATION MODEL

Öz

The influence of environmentally conscious marketing tactics on the choice of environmentally friendly suppliers, the development of environmentally friendly innovations, and overall performance is a subject of growing significance in the contemporary corporate landscape. The matter is gaining significance within the framework of growing expectations for corporations to prioritize environmental sustainability and social responsibility. Green marketing tactics encompass the endeavors of companies to provide eco-friendly products and services, prioritize environmentally conscious suppliers, and encourage green innovation, surpassing the primary objective of maximizing profits. Our study seeks to examine the impact of green marketing tactics on the selection of environmentally friendly suppliers and the innovation of eco-friendly products. Additionally, we will analyze the influence of eco-friendly product innovation on overall performance. Data were gathered from 239 manufacturing enterprises that are active in Kocaeli-Gebze and Istanbul for this specific objective. The study of the data led to the conclusion that green marketing strategies have a notable impact on the selection of green suppliers and the development of green innovation. Similarly, the choice of green suppliers has a significant influence on green innovation, which in turn has a significant effect on performance. Furthermore, it has been discovered that the selection of green suppliers plays a mediating role in the impact of green marketing strategies on green innovation.

Anahtar Kelimeler

• Green marketing strategy
• green supplier
• green innovation

Kaynakça

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