Publication: Çevre dostu marka uygulamalarının tüketici tercihine etkisi üzerine bir araştırma
Abstract
ÇEVRE DOSTU MARKA UYGULAMALARININ TÜKETİCİ TERCİHİNE ETKİSİ ÜZERİNE BİR ARAŞTIRMABu araştırmada markaların çevre dostu uygulamalarından, çevresel, sosyal sorumluluklarından, yeşil pazarlama stratejilerinden, yeşil pazarlama karmasını oluşturan yeşil dağıtım, yeşil ürün ve yeşil tutundurma faaliyetlerinden aynı zamanda çevresel sorunlardan ve çevre bilinci ve duyarlılığı gibi konular ele alınmaktadır. Yapılan araştırmada çevre dostu marka uygulamalarının tüketicinin tercihini ve tutumunu etkileyen faktörlerin belirlenmesi amaçlanmıştır. 155 katılımcı cevaplarının analizi sonucunda elde edilen veriler SPSS Version 21 aracılığı ile test edilmiştir. Araştırmada firmaların çevre dostu uygulamaya yönelik inandırıcılığı ve tüketicinin çevre dostu uygulamayı tespit etmeye yönelik davranışı faktörleri ile marka tercihi arasında olumlu bir ilişki olduğu görülmüştür. Ancak yapılan araştırma sonucunda ise tüketicilerin çevre dostu markaya karşı tutumu ve çevreci kişilik faktörlerinin marka tercihi üzerinde olumlu bir etkisi olmadığı sonucuna varılmıştır.
A RESEARCH ON THE IMPACT OF THE ENVIRONMENT-FRIENDLY ACTIVITIES OF BRANDS ON CUSTUMER‘S BRAND PREFERENCEIn this research, environmentally friendly practices of brands, environmental social responsibilities, green marketing strategies, green distribution and green product and green promotion activities which constitute the green marketing mix are evaluated and also environmental issues and environmental awareness and sensitivity are mentioned. In this research, it is aimed to determine the factors that affect consumer preference and attitude of environment friendly brand applications. The data obtained from the analysis of 155 participant responses were tested through SPSS Version 21 program. A positive relationship between the credibility of the firms towards environmentally friendly application and the behavior of the consumer to determine the environmentally friendly application and brand preference is observed in the study. However, consumer attitudes towards environmentally friendly brand and environmentalist personality factors do not have a positive effect on brand preference.
A RESEARCH ON THE IMPACT OF THE ENVIRONMENT-FRIENDLY ACTIVITIES OF BRANDS ON CUSTUMER‘S BRAND PREFERENCEIn this research, environmentally friendly practices of brands, environmental social responsibilities, green marketing strategies, green distribution and green product and green promotion activities which constitute the green marketing mix are evaluated and also environmental issues and environmental awareness and sensitivity are mentioned. In this research, it is aimed to determine the factors that affect consumer preference and attitude of environment friendly brand applications. The data obtained from the analysis of 155 participant responses were tested through SPSS Version 21 program. A positive relationship between the credibility of the firms towards environmentally friendly application and the behavior of the consumer to determine the environmentally friendly application and brand preference is observed in the study. However, consumer attitudes towards environmentally friendly brand and environmentalist personality factors do not have a positive effect on brand preference.