TÜKETİCİ ODAKLI SÜRDÜRÜLEBILIRLIK: PAZARLAMA VE KURUMSAL POLİTİKALARDA ETİK UYGULAMALARIN ENTEGRASYONU İÇİN STRATEJİLER

Öz

Sürdürülebilirliğin dışsal bir sorun olmaktan çıkıp temel kurumsal yönetime kayması, insanların satın aldığı ürünlerde, iş ilişkilerinde ve organizasyonel yapıda değişikliklere yol açmıştır. Araştırma, tüketici odaklı sürdürülebilirlik ve etik pazarlama stratejilerini inceleyerek bunların satın alma kalıpları, marka ilişkileri ve kurumsal çevresel girişimler üzerindeki etkilerini belirlemektedir. 1.200 katılımcıyı içeren anketler, uzman görüşmeleri (n=25) ve odak gruplarıyla (6 grup, n=48) birleştirilen karma yöntem yaklaşımı kullanılmıştır. Ankette tüketici tutumlarını, güvenini, sadakatini ve satın alma niyetlerini ölçmek için uyarlanmış ölçekler kullanmıştır. SEM ve regresyon analizi, etik pazarlama ve şeffaf iletişimin marka güveni ve sadakatinin önemli yordayıcıları olduğunu ortaya koymuştur. Bu anket, tüketicilerin %68,2'sinin sürdürülebilirlik taahhütlerini aktif olarak duyuran markaların ürünlerini tercih ettiğini, ancak %38,8'inin yeşil aklama konusunda endişe duyduğunu göstermektedir. Kamu kurumları, işletmeler ve tüketiciler arasında güven oluşturduğu ve daha güçlü marka sadakatine (58,3%) yol açtığı için şeffaf sürdürülebilirlik iletişimine öncelik vermelidir; bu da etik pazarlamaya olan ihtiyacı göstermektedir. Gelecekteki araştırmalar, sürdürülebilirliğe dayalı programların uzun vadede kuruluşları nasıl etkilediğini inceleyebilir ve modern teknolojilerin işletmelerin sürdürülebilirlik girişimlerini şeffaf bir şekilde sergilemelerine nasıl yardımcı olabileceğini belirlemeye yönelik çalışmalar yararlı olacaktır.

Anahtar Kelimeler

• Etik Pazarlama
• Tüketici Odaklı Markalaşma
• Marka Güveni
• Greenwashing (Yeşil Aklama)
• Paydaş Teorisi
• Değer Temelli Pazarlama
• Kurumsal Sosyal Sorumluluk (KSS)
• Sürdürülebilir İş Stratejileri
• Tüketici Davranışı.

CONSUMER-CENTRIC SUSTAINABILITY: STRATEGIES FOR INTEGRATING ETHICAL PRACTICES IN MARKETING AND ORGANIZATIONAL POLICIES

Öz

The shift of sustainability from an outside issue to fundamental corporate management has driven changes in products people buy, business relationships, and organizational makeup. The research explores consumer-driven sustainability and ethical marketing strategies to determine their influence on buying patterns, brand relations, and corporate environmental initiatives. A mixed-method approach was employed, combining quantitative surveys involving 1,200 participants with qualitative expert interviews (n=25) and focus groups (6 groups, n=48). The survey utilized adapted scales to measure consumer attitudes, trust, loyalty, and purchasing intentions. SEM and regression analysis revealed that ethical marketing and transparent communication are significant predictors of brand trust and loyalty. This survey indicates that 68.2% of consumers choose products from brands that actively announce sustainability commitments, but 38.8% have concerns about greenwashing. Governments should prioritize transparent sustainability communication because it builds trust between businesses and consumers and leads to stronger brand loyalty (58.3%), demonstrating the need for ethical marketing. Future investigations may study how sustainability-based programs affect organizations over extended periods and identify how modern technologies can aid businesses in displaying their sustainability initiatives transparently.

Anahtar Kelimeler

• Ethical Marketing
• Consumer-Centric Branding
• Brand Trust
• Greenwashing
• Stakeholder Theory
• Value-Based Marketing
• Corporate Social Responsibility (CSR)
• Sustainable Business Strategies
• Consumer Behaviour

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