Sürdürülebilirlik ve Pazarlama Alanındaki Çalışmalarda Makro Bakış Açısının Gerekliliğine Yönelik Bir Tartışma

Öz

Amaç: Bu kavramsal çalışma sürdürülebilirlik ve pazarlama alanındaki tartışmalı konuları bütüncül ve eleştirel bir perspektifle değerlendirmeyi amaçlamaktadır. Ayrıca, pazarlama araştırmalarının konuyla ilgili sorumluluğuna ilişkin bir tartışma yürütmek hedeflenmektedir. Tasarım/Metodoloji/Yaklaşım: Sürdürülebilirlik ve pazarlama alanındaki eleştirel çalışmalarda dağınık bir şekilde yer alan tartışmalı konular bütüncül bir bakış açısıyla ve makro yaklaşımla değerlendirilmiştir. Bulgular: İlk olarak konuyla ilgili çalışmalarda baskın olan mikro perspektifin ötesinde makro ve eleştirel perspektifin gerekliliği vurgulanmaktadır. Ayrıca sürdürülebilirlik ve pazarlama alanındaki eleştirel çalışmalarda dağınık bir şekilde yer alan tartışmalı konuları göz önünde bulundurmanın önemli olduğu sonucuna ulaşılmıştır. Buna ek olarak pazarlama araştırmacılarının konuyla ilgili sorumluluğunu gözden geçirmesine yönelik bir değerlendirme yapılmıştır. Özgünlük: Sürdürülebilirlik ve pazarlamanın kesişim noktasında yer alan aktörlerin artan çabalarına karşın sürdürülebilir yaşam koşulları yaratma konusunda bu çabalara denk gelecek bir ilerleme kaydedilememektedir. Bu çelişkinin ortaya çıkmasında, sürdürülebilirlik ve pazarlama alanındaki araştırmaların rolünün sorgulanması önemlidir. Bu sorguya yönelik eleştirel bir tutum benimseyen çalışmalar olsa da bütüncül bir bakış açısına sahip çalışma sayısı sınırlıdır. Bu çalışma bu boşluğa odaklanmaktadır.

Anahtar Kelimeler

• Sürdürülebilirlik
• pazarlama
• makro
• eleştirel
• sorumluluk

A Discussion on the Need for a Macro Perspective to Studies in the Field of Sustainability and Marketing

Abstract

Kaynakça

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