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

Yıl 2024, Cilt: 17 Sayı: 2, 305 - 340, 30.05.2024

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.

Kaynakça

  • Aguilera-Caracuel, J., & Ortiz-de-Mandojana, N. (2013). Green ınnovation and financial performance. Organization & Environment, 26(4), 365–385.
  • Ahmed, R. R., Akbar, W., Aijaz, M., Channar, Z. A., Ahmed, F., & Parmar, V. (2023). The role of green innovation on environmental and organizational performance: Moderation of human resource practices and management commitment. Heliyon, 9(1).
  • Al-Khatib, A. W. (2022). Big data analytics capabilities and green supply chain performance: Investigating the moderated mediation model for green innovation and technological intensity. Business Process Management Journal, (ahead-of-print).
  • Allameh, S. M., Esfahani, S. L., & Nikbakht, M. (2017). Evaluating the effect of marketing ınnovation on green marketing strategies. International Journal of Scientific Management and Development, ISSN:2345-3974, 5(9), 464-473.
  • Al‐Swidi, A. K., Al‐Hakimi, M. A., Gelaidan, H. M., & Al‐Temimi, S. K. A. (2022). How does consumer pressure affect green innovation of manufacturing SMEs in the presence of green human resource management and green values? A moderated mediation analysis. Business Ethics, the Environment & Responsibility, 31(4), 1157-1173.
  • Ambler, T., & Roberts, J. H. (2008). Assessing marketing performance: don't settle for a silver metric. Journal of Marketing Management, 24(7-8), 733-750.
  • Amores-Salvadó, J., Martín-de Castro, G., & Navas-López, J. E. (2014). Green corporate image: Moderating the connection between environmental product innovation and firm performance. Journal of Cleaner Production, 83, 356-365.
  • Ar, I. M. (2012). The impact of green product innovation on firm performance and competitive capability: the moderating role of managerial environmental concern. Procedia-Social and Behavioral Sciences, 62, 854-864.
  • Bakeshlou, E. A., Khamseh, A. A., Asl, M. A. G., Sadeghi, J., & Abbaszadeh, M. (2017). Evaluating a green supplier selection problem using a hybrid MODM algorithm. Journal of Intelligent Manufacturing, 28(4), 913-927.
  • Bathmathan, V., & Rajadurai, J. (2019). Green marketing mix strategy using modified measurement scales—A performance on gen Y green purchasing decision in Malaysia. International Journal of Engineering and Advanced Technology, 9(1), 3612-3618.
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  • Berthon, P., Ewing, M., & Hah, L.L. (2005). Captivating company: dimensions of attractiveness in employer branding. International Journal of Advertising, 24(2), 151-172.
  • Bhatia, M. S., & Jakhar, S. K. (2021). The effect of environmental regulations, top management commitment, and organizational learning on green product innovation: Evidence from automobile industry. Business Strategy and the Environment, 30(8), 3907-3918.
  • Borah, P. S., Dogbe, C. S. K., Pomegbe, W. W. K., Bamfo, B. A., & Hornuvo, L. K. (2023). Green market orientation, green innovation capability, green knowledge acquisition and green brand positioning as determinants of new product success. European Journal of Innovation Management, 26(2), 364-385.
  • Burki, U., & Dahlstrom, R. (2017). Mediating effects of green innovations on interfirm cooperation. Australasian Marketing Journal (AMJ), 25(2), 149-156.
  • Canavari, M., & Coderoni, S. (2019). Green marketing strategies in the dairy sector: Consumerstated preferences for carbon footprint labels. Strategic Change, 28(4), 233-240.
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YEŞİL PAZARLAMA STRATEJİLERİNİN YEŞİL TEDARİKÇİ SEÇİMİ, YEŞİL İNOVASYON VE PERFORMANS ÜZERİNDEKİ ETKİSİNİN YAPISAL EŞİTLİK MODELİ İLE ANALİZİ

Yıl 2024, Cilt: 17 Sayı: 2, 305 - 340, 30.05.2024

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.

Kaynakça

  • Aguilera-Caracuel, J., & Ortiz-de-Mandojana, N. (2013). Green ınnovation and financial performance. Organization & Environment, 26(4), 365–385.
  • Ahmed, R. R., Akbar, W., Aijaz, M., Channar, Z. A., Ahmed, F., & Parmar, V. (2023). The role of green innovation on environmental and organizational performance: Moderation of human resource practices and management commitment. Heliyon, 9(1).
  • Al-Khatib, A. W. (2022). Big data analytics capabilities and green supply chain performance: Investigating the moderated mediation model for green innovation and technological intensity. Business Process Management Journal, (ahead-of-print).
  • Allameh, S. M., Esfahani, S. L., & Nikbakht, M. (2017). Evaluating the effect of marketing ınnovation on green marketing strategies. International Journal of Scientific Management and Development, ISSN:2345-3974, 5(9), 464-473.
  • Al‐Swidi, A. K., Al‐Hakimi, M. A., Gelaidan, H. M., & Al‐Temimi, S. K. A. (2022). How does consumer pressure affect green innovation of manufacturing SMEs in the presence of green human resource management and green values? A moderated mediation analysis. Business Ethics, the Environment & Responsibility, 31(4), 1157-1173.
  • Ambler, T., & Roberts, J. H. (2008). Assessing marketing performance: don't settle for a silver metric. Journal of Marketing Management, 24(7-8), 733-750.
  • Amores-Salvadó, J., Martín-de Castro, G., & Navas-López, J. E. (2014). Green corporate image: Moderating the connection between environmental product innovation and firm performance. Journal of Cleaner Production, 83, 356-365.
  • Ar, I. M. (2012). The impact of green product innovation on firm performance and competitive capability: the moderating role of managerial environmental concern. Procedia-Social and Behavioral Sciences, 62, 854-864.
  • Bakeshlou, E. A., Khamseh, A. A., Asl, M. A. G., Sadeghi, J., & Abbaszadeh, M. (2017). Evaluating a green supplier selection problem using a hybrid MODM algorithm. Journal of Intelligent Manufacturing, 28(4), 913-927.
  • Bathmathan, V., & Rajadurai, J. (2019). Green marketing mix strategy using modified measurement scales—A performance on gen Y green purchasing decision in Malaysia. International Journal of Engineering and Advanced Technology, 9(1), 3612-3618.
  • Beck, L., Janssens, W., Debruyne, M., & Lommelen, T. (2011). A study of the relationships between generation, market orientation, and innovation in family firms. Family Business Review, 24(3), 252-272.
  • Berthon, P., Ewing, M., & Hah, L.L. (2005). Captivating company: dimensions of attractiveness in employer branding. International Journal of Advertising, 24(2), 151-172.
  • Bhatia, M. S., & Jakhar, S. K. (2021). The effect of environmental regulations, top management commitment, and organizational learning on green product innovation: Evidence from automobile industry. Business Strategy and the Environment, 30(8), 3907-3918.
  • Borah, P. S., Dogbe, C. S. K., Pomegbe, W. W. K., Bamfo, B. A., & Hornuvo, L. K. (2023). Green market orientation, green innovation capability, green knowledge acquisition and green brand positioning as determinants of new product success. European Journal of Innovation Management, 26(2), 364-385.
  • Burki, U., & Dahlstrom, R. (2017). Mediating effects of green innovations on interfirm cooperation. Australasian Marketing Journal (AMJ), 25(2), 149-156.
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  • Soewarno, N., Tjahjadi, B., & Fithrianti, F. (2019). Green innovation strategyand green innovation: The roles of green organizational identity and environmental organizationallegitimacy. Management Decision, 1-19.
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  • Song, W., Yu, H., & Xu, H. (2021). Effects of green human resource management and managerial environmental concern on green innovation. European Journal Of İnnovation Management, 24(3), 951-967.
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  • Yıldız, B. (2020). Yeşil tedarik zinciri yönetimi uygulamalarının performans üzerindeki etkisinin yapısal eşitlik modeli ile analizi. Osmaniye Korkut Ata Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 4(1), 1-22.
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  • Zhang, Y., Sun, J., Yang, Z., & Wang, Y. (2020). Critical success factors of green innovation: Technology, organization and environment readiness. Journal of Cleaner Production, 264, 121701.
Toplam 101 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular Pazarlama (Diğer)
Bölüm Araştırma Makaleleri
Yazarlar

Dilber Nilay Kütahyalı 0000-0003-4673-5179

Bülent Yıldız 0000-0002-5368-2805

Yayımlanma Tarihi 30 Mayıs 2024
Gönderilme Tarihi 27 Kasım 2023
Kabul Tarihi 17 Mayıs 2024
Yayımlandığı Sayı Yıl 2024 Cilt: 17 Sayı: 2

Kaynak Göster

APA Kütahyalı, D. N., & Yıldız, B. (2024). YEŞİL PAZARLAMA STRATEJİLERİNİN YEŞİL TEDARİKÇİ SEÇİMİ, YEŞİL İNOVASYON VE PERFORMANS ÜZERİNDEKİ ETKİSİNİN YAPISAL EŞİTLİK MODELİ İLE ANALİZİ. Pazarlama Ve Pazarlama Araştırmaları Dergisi, 17(2), 305-340.