A STUDY ON THE IMPACT OF SUSTAINABLE MARKETING ACTIVITIES ON OVERALL BRAND EQUITY

Öz

Climate change and the pollution of air, soil, and water have increasingly affected the quality of life for all living beings. These adverse developments caused by human activity have brought sustainability to the forefront of global concerns. In this context, sustainable marketing plays a crucial role in enhancing brand equity and shaping consumer responses. The aim of this study is to investigate the impact of sustainable marketing activities on brand equity and consumer behavior. Research data were collected through a survey conducted with participants selected via convenience sampling. The data were analyzed using the SPSS statistical program and SmartPLS structural equation modeling.The findings indicate that environmental and social activities -though not economic activities- significantly contribute to sustainable brand equity. Furthermore, brand equity was found to positively influence customer satisfaction and a company’s perceived value to its customers. These two variables, in turn, have a significant effect on sustainable consumption intentions. The study concludes that companies can achieve a competitive advantage by integrating sustainable marketing into their strategic planning. The results highlight the importance of environmental issues and suggest that all stakeholders must actively engage in sustainability efforts.

Anahtar Kelimeler

• Sustainable marketing
• Brand equity
• Customer satisfaction
• Company’s value to the customer
• Sustainable consumption intention.

SÜRDÜRÜLEBİLİR PAZARLAMA ETKİNLİKLERİNİN GENEL MARKA DENKLİĞİNE ETKİSİ ÜZERİNE BİR ARAŞTIRMA

Öz

İklim değişimi ile hava, toprak ve suyun kirlenmeye başlaması tüm canlıların yaşam kalitesini etkilemeye başlamıştır. İnsan eliyle gerçekleşen bu olumsuzluklar sürdürülebilirlik konusunu gündeme getirmiştir. Sürdürülebilir pazarlama tüketici tepkisini şekillendirmede marka denkliğini geliştirmek için artı bir değer sunmaktadır. Bu araştırmanın amacı sürdürülebilir pazarlama etkinliklerinin marka denkliği ve tüketici davranışına etkisini incelemektir. Araştırmanın verileri kolayda örnekleme ile erişilen katılımcılarla yapılan anket yöntemi ile elde edilmiştir. Verilerin analizinde SPSS istatistik programı ve SmartPLS yapısal eşitlik modellemesi kullanılmıştır. Elde edilen bulgularda ekonomik etkinlikler hariç çevresel ve sosyal etkinliklerin marka denkliği üzerinde etkili olduğu sonucuna varılmıştır. Marka denkliğinin, müşteri memnuniyeti ve müşteriye işletmenin değeri üzerinde etkili olduğu bulunmuştur. Bu iki değişken de sürdürülebilir tüketim niyeti üzerinde etkilidir. İşletmelerin sürdürülebilir pazarlamayı stratejik pazarlama planlamasında yer vermelerinin rekabet avantajı sağlayacağı öngörülmektedir. Çevresel konuların önemine tüm paydaşların dikkat etmesinin gerekliliği açıktır.

Anahtar Kelimeler

• Sürdürülebilir pazarlama
• Marka denkliği
• Müşteri memnuniyeti
• Müşteriye işletmenin değeri
• Sürdürülebilir tüketim niyeti.

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