Dijital Pazarlamada Sürdürülebilir Tüketim ve Yeşil Rekabet

Öz

Geleneksel pazarlama faaliyetleri yanında işletmeler dijital mecralarda yapılan pazarlama faaliyetleri ile hedef kitleleriyle iletişim kurmaya başlamışlardır. Günümüzde hemen hemen her işletmenin uyguladığı dijital pazarlama faaliyetleri ürün geliştirme, ürün oluşturma, pazarlama iletişimi, alım satım, marka yönetimi ve müşteri ilişkileri yönetimi gibi temel iş kararları üzerinde önemli gelişmeler kaydetmelerine yardımcı olmaktadır. Tüketici farkındalık düzeyi ve toplumsal sorumluluk algısı geliştikçe, işletmelerinde üretim ve dağıtım süreçlerinde bu hassasiyeti görmek istemekte ve tercihlerini de bu doğrultuda kullanmaktadırlar. Özellikle dijital pazarlama kanalları ile işletmelerin sürdürülebilir tüketim ve yeşil rekabet faaliyetlerini hedef kitlelerine aktarmaları daha da önemli hale gelmektedir. Bu çalışmada işletmelerin dijital pazarlama kanallarının sürdürülebilir tüketim ve yeşil pazarlama çerçevesinde kullanılarak yeşil rekabet avantajı elde etmeleri üzerinde durulmuş ve güncel çalışmalar çerçevesinde hem kuramsal hem de uygulamaya dönük bir çerçeve sunmayı hedeflemiştir. 
 

Anahtar Kelimeler

• Dijital Pazarlama
• Sürdürülebilir Tüketim
• Yeşil Rekabet
• Yeşil Pazarlama

Sustainable Consumption and Green Competition in Digital Marketing

Öz

In addition to traditional marketing activities, businesses have begun to communicate with their target audiences through digital marketing activities. Today, digital marketing activities, implemented by almost every business, help them make significant progress in fundamental business decisions such as product development, product creation, marketing communication, purchasing and sales, brand management, and customer relationship management. As consumer awareness and social responsibility perception increase, businesses want to see this sensitivity reflected in their production and distribution processes and make their choices accordingly. In particular, it has become even more important for businesses to communicate sustainable consumption and green competition activities to their target audiences through digital marketing channels. This study focuses on how businesses can gain a green competitive advantage by using digital marketing channels within the framework of sustainable consumption and green marketing, and aims to provide both a theoretical and practical framework based on current studies.

Anahtar Kelimeler

• Digital Marketing
• Sustainable Consumption
• Green Competition
• Green Marketing

Kaynakça

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