A STRATEGY PROPOSAL TO REDUCE THE IMPACT OF THE LIABILITY OF FOREIGNNESS WHEN EXPANDING INTO FOREIGN MARKETS: ENVIROPRENEURIAL MARKETING

Öz

In this study, enviropreneurial marketing strategies, which address environmentally sensitive marketing strategies from a new perspective, are explored. The main purpose of the research is to propose a new method for international firms to reduce the liability of foreignness in entering foreign markets by revealing the importance of enviropreneurial marketing strategies in the context of international marketing. Although studies on enviropreneurial marketing are far from conceptual integrity in the literature, they have been frequently studied especially in recent years. However, the number of studies examining the effects of this strategy on the firm from the consumer perspective, how it changes the firm’s perception of legitimacy, and which behavioral responses these strategies result in are is quite low. Accordingly, the effects of enviropreneurial marketing on legitimacy and self-congruence, and the effects of legitimacy and self-congruence on purchase intention and word-of-mouth marketing (WOM) are the subject of the research. The enviropreneurial marketing scale developed by Randrianasolo (2021) was adapted to the consumer and tested within the proposed research model. Quantitative research method was adopted as the research method and research data were collected through a questionnaire. The results show that consumer-perceived enviropreneurial marketing strategies mediate legitimacy and selfcongruence in the formation of behavioral intentions towards firms expanding into foreign markets. In line with the findings, recommendations for both researchers and marketing practitioners are presented.

Anahtar Kelimeler

• Enviropreneurial Marketing
• Environmental Marketing
• Liability of Foreignness
• Legitimacy
• Self-Congruity
• Purchase Intention
• WOM

DIŞ PAZARLARA AÇILIRKEN YABANCILIK MESULİYETİNİN ETKİSİNİ AZALTMAK İÇİN BİR STRATEJİ ÖNERİSİ: ÇEVRE GİRİŞİMSEL PAZARLAMA

Öz

Bu çalışmada çevreye duyarlı pazarlama stratejilerini yeni bir boyuta taşıyan çevre girişimsel pazarlama stratejilerine yer verilmiştir. Araştırmanın temel amacı, uluslararası pazarlama bağlamında çevre girişimsel pazarlama stratejilerinin önemini ortaya koyarak dış pazarlara girişte yabancılık mesuliyetini azaltmak için uluslararası firmalara yeni bir yöntem sunmaktır. Çevre girişimsel pazarlama ile ilgili çalışmalar literatürde kavramsal bütünlükten uzak olmakla birlikte özellikle son yıllarda sıklıkla çalışılmaktadır. Ancak bu stratejinin tüketici perspektifinden firmaya olan etkilerini, firmanın meşruiyet algısını nasıl değiştirdiğini ve bu stratejilerin hangi davranışsal tepkilerle sonuçlandığını inceleyen çalışma sayısı oldukça azdır. Bu doğrultuda, çevre girişimsel pazarlamanın meşruiyet ve benlik uyumu üzerindeki etkisi ile meşruiyet ve benlik uyumunun satın alma niyeti ve ağızdan ağıza pazarlama (WOM) üzerindeki etkileri araştırmaya konu edilmiştir. Randrianasolo (2021) tarafından geliştirilen çevre girişimsel pazarlama ölçeği tüketiciye uyarlanarak önerilen araştırma modeli içerisinde test edilmiştir. Araştırma yöntemi olarak nicel araştırma yöntemi benimsenmiş ve araştırma verileri anket aracılığıyla toplanmıştır. Ulaşılan sonuçlar, tüketici tarafından algılanan çevre girişimsel pazarlama stratejilerinin dış pazarlara açılan firmalara yönelik davranışsal niyet oluşturmada meşruiyetin ve benlik uyumunun aracılık rolü üstlendiğini göstermiştir. Bulgular doğrultusunda hem araştırmacılara hem pazarlama uygulayıcılarına yönelik öneriler sunulmuştur.

Anahtar Kelimeler

• Çevre girişimsel pazarlama
• çevresel pazarlama
• yabancılık mesuliyeti
• meşruiyet
• benlik uyumu
• satın alma niyeti
• ağızdan ağıza pazarlama

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