A Content Analysis on the Evaluation of Green Marketing Studies in Terms of Consumers and Businesses

Gizem Berber; Abdülkadir Öztürk

Makale detayları

A Content Analysis on the Evaluation of Green Marketing Studies in Terms of Consumers and Businesses

Yazarlar:

Gizem Berber | Abdülkadir Öztürk

Yayıncı:

Mustafa Süleyman ÖZCAN

Ana Başlıklar:

İşletme

Dergi:

İnsan ve Toplum Bilimleri Araştırmaları Dergisi Vol.12 Issue 5, pp.2687-2707

Belge Tipi:

Makale

Yayın Tarihi:

12/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001303168

pISSN:

2147-1185

Anahtar kelimeler:

Özet:

 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.

 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.

 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.

 Yeşil pazarlama, tüketici istek ve ihtiyaçlarını karşılamaya yönelik faaliyetlerini yerine getirirken; çevre kirliliği, enerji ve diğer kaynakların tüketimine dikkat edilen bir pazarlama yaklaşımıdır. Hava, su ve toprak kirliliği, iklim değişikliği, biyolojik çeşitliliğin azalması, çölleşme vb. çevre sorunlarıyla ilgili farkındalığın artması nedeniyle tüketiciler, işletmeler ve devletler çevreci faaliyetleri önemseyerek yeşil pazarlama uygulamalarını desteklemeye başlamışlardır. Bu kapsamda tüketicileri ve işletmeleri yeşil pazarlama uygulamalarına yönlendiren nedenlerin neler olduğunu belirlemek, işletmelerin yeşil pazarlama uygulamalarında yaşadıkları sorunları ve tüketicilerin yeşil pazarlamayı tercih etme ya da tercih etmeme nedenlerini görmek amaçlanarak bu çalışma gerçekleştirilmiştir. Google Akademik ve DergiPark veri tabanlarında yer alan, 2010-2022 yılları arasında yazılan ulusal ve uluslararası çalışmaları kapsayan literatür araştırması gerçekleştirilerek içerik analizi yapılmıştır. Yeşil pazarlamayla ilgili 60 uluslararası ve 72 ulusal olmak üzere toplam 132 çalışma incelenmiştir. Çalışmalar yapıldığı yıllara, sektörlere, örneklem grubuna, anahtar kelimelerine, yapısal olarak dağılımına, veri toplama ve analiz yöntemlerine göre değerlendirilmiştir. Yapılan içerik analizi sonucunda özellikle 2020 yılında yeşil pazarlama çalışmalarının diğer yıllara göre daha fazla olduğu görülmektedir. Bu çalışmaların en çok turizm sektöründe olduğu fakat çoğu çalışmada sektör vurgulanmadan yeşil pazarlamayla ilgili kavramsal bilginin verildiği belirlenmiştir. Yapılan çalışmalarının çoğunun sayısal ve istatistiksel verilerden oluşan nicel araştırma türünde olduğu, veri toplamak amacıyla genellikle tüketicilere yapılan anketlerden yararlanıldığı, veri analizlerinde ise en çok faktör analizi yapıldığı saptanmıştır. Çalışmalardaki anahtar kelimeler analiz edildiğinde ise; en çok yeşil pazarlama ve green marketing kavramlarının kullanıldığı görülmüştür. Literatür araştırmasında son yıllarda yeşil pazarlamayla ilgili çalışmaların arttığı, devletlerin çevreyi korumayla ilgili düzenlemelere ağırlık verdiği, tüketicilerin satın alma davranışında ve işletmelerin pazarlama çalışmalarında yeşil faaliyetlerin oldukça etkili olduğu belirlenmiştir.

Makale detayları

A Content Analysis on the Evaluation of Green Marketing Studies in Terms of Consumers and Businesses

Yazarlar:

Gizem Berber | Abdülkadir Öztürk

Yayıncı:

Mustafa Süleyman ÖZCAN

Ana Başlıklar:

İşletme

Dergi:

İnsan ve Toplum Bilimleri Araştırmaları Dergisi Vol.12 Issue 5, pp.2687-2707

Belge Tipi:

Makale

Yayın Tarihi:

12/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001303168

pISSN:

2147-1185

Green Marketing

Green Marketing Mix

Green Consumer

Green Business

Content AnalysisYeşil Pazarlama

Yeşil Pazarlama Karması

Yeşil Tüketici

Yeşil İşletme

İçerik Analizi

Sayı

Makale detayları

Yazarlar: Gizem Berber | Abdülkadir Öztürk

Yayıncı: Mustafa Süleyman ÖZCAN

Ana Başlıklar: İşletme

Dergi: İnsan ve Toplum Bilimleri Araştırmaları Dergisi Vol.12 Issue 5, pp.2687-2707

Belge Tipi: Makale

Yayın Tarihi: 12/2023

Belge Dili: Türkçe

Document ID (Org No.): 2001303168

pISSN: 2147-1185

Sayı

Yazarlar:

Gizem Berber | Abdülkadir Öztürk

Yayıncı:

Mustafa Süleyman ÖZCAN

Ana Başlıklar:

İşletme

Dergi:

İnsan ve Toplum Bilimleri Araştırmaları Dergisi Vol.12 Issue 5, pp.2687-2707

Belge Tipi:

Makale

Yayın Tarihi:

12/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001303168

pISSN:

2147-1185