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- Title
Yeşil Pazarlama Çalışmalarının Tüketiciler ve İşletmeler Açısından Değerlendirilmesi Üzerine Bir İçerik Analizi.
- Authors
BERBER, Gizem; ÖZTÜRK, Abdülkadir
- Abstract
While green marketing fulfills its activities to meet consumer demands and needs; environmental pollution is a marketing approach that pays attention to the consumption of energy resources. Air, water, soil pollution, climate change, reduction of biodiversity, desertification, etc. Due to the increase in awareness about environmental problems, consumers, businesses, governments have started to support green marketing practices by giving importance to environmental activities. In this context, the study was carried out with the aim of determining the reasons that lead consumers, businesses to green marketing practices, the problems faced by businesses in green marketing practices and the reasons why consumers prefer or not prefer green marketing. Content analysis was carried out by conducting a literature search covering national, international studies written between 2010-2022 in Google Scholar and DergiPark databases. A total of 132 studies on green marketing, 60 international, 72 national, were examined. The studies were evaluated according to the years, sectors, sample group, keywords, structural distribution, data collection, analysis methods. As a result of the content analysis, it is seen that green marketing activities are more common in 2020 compared to other years. Studies are mostly in the tourism sector, but in most studies, conceptual information about green marketing is given without emphasizing the sector. It was determined that most of the studies were in the type of quantitative research, surveys made to consumers were used to collect data, and factor analysis was mostly used in data analysis. In the analysis of keywords; It has been seen that green marketing concepts are mostly used. In the literature research, it has been determined that the studies have increased in recent years, governments have focused on environmental protection regulations, and green activities are effective in the purchasing behavior of consumers and in the marketing studies of businesses.
- Subjects
GREEN business; GREEN marketing; MARKETING mix; CONTENT analysis; CONSUMERS
- Publication
Itobiad: Journal of the Human & Social Science Researches / İnsan ve Toplum Bilimleri Araştırmaları Dergisi, 2023, Vol 12, Issue 5, p2687
- ISSN
2147-1185
- Publication type
Article
- DOI
10.15869/itobiad.1310688