Yeşil pazarlamadan kaynaklanan kazanımlar ve Türk tekstil sektöründe bir uygulama
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Date
2009
Authors
Ar, Aybeniz Akdeniz
Journal Title
Journal ISSN
Volume Title
Publisher
Uludağ Üniversitesi
Abstract
Tüm dünyada 1970'li yıllardan itibaren başlayan çevrecilik eğilimindeki hareketlenme ve bilinçlenme, dünyanın içerisinde bulunduğu çevre problemlerinden kaynaklı olarak günümüzde daha da artış göstermiş bulunmaktadır. Bugün artık, yarınlara bırakılmak üzere miras alınan dünyanın sürdürülebilir olmayan gelişimi tehlike sinyallerinin habercisidir. Dünyanın içerisinde bulunduğu gidişat her bilim dalı için önem arz ettiği gibi tüketicilerin nabzını tutan pazarlama bilim dalı için de oldukça önem arz etmektedir. Bugünün tüketicisini anlamayan ve yeni rekabet stratejilerini çözememiş işletmeler daha da önemlisi değişen tüketim kalıplarını çözememiş işletmeler uluslararası alanda etkisiz ya da yok olmaya mahkûm kalacaklardır. Bu noktadan yola çıkarak, küresel çevre sorunlarını kavramak ve çevreye duyarlı işletmeciliğin ne anlama geldiğini sorgulamanın yanı sıra küresel bir bakışla yeşil pazarlamanın ne olduğunu araştırmak ve yeşil ürün, fiyat, tutundurma ve dağıtım stratejilerini detaylandırmak günümüz işletmelerinin uluslararası pazarda tarife dışı teknik engelleri yok etmeleri için de bir gerekliliktir. Günümüzde her sektör pazarlama kararlarını verirken bu engeli de düşünmek zorundadır. Artık günümüz tüketicisi satın aldığı malların, kendisine ve çevresine zarar verip vermediğini sorgulamakta ve ona göre satın almaktadır. Bu çalışmada Türkiye'nin önde gelen sektörlerinden tekstil sektöründe yer alan işletmelerin üst kademelerinde yer alan yöneticilerine, tekstil işletmelerini yeşil pazarlama stratejilerine yönelten nedenlere ilişkin sorular, tekstil işletmelerinin yeşil pazarlama stratejilerini nasıl uyguladığına ilişkin sorular, işletmelerin yeşil pazarlama stratejilerini uygulamalarından dolayı elde ettikleri kazanımlar ve ankete cevap verene ve işletmeye ait bilgiler başlıkları altında sorular yöneltilmiştir. Sonuçta Türk Tekstil işletmelerinin yeşil pazarlamadan kaynaklı birçok kazanım elde ettikleri ortaya çıkmıştır.
The movement and awareness of environmental issues which began in the 1970s all over the world have risen even more due to the environment related problems of the world. The cause of this is that the unsustainable development of the inherited world to be left for the future is the portent of threat signals. Marketing discipline -existing in almost all functions of life and trying to gear to consumer needs- is interested in the current situation of the world as much as other disciplines deal with it. The businesses which cannot comprehend today's consumer, the ones which are behind the dynamism of the era, the companies which cannot resolve new competition strategies, and most importantly the enterprises which have not conceived the changing consumption and consumer procedures will either become ineffective or disappear in the international arena. Hence it is a necessity for the present day businesses to apprehend the global environmental matters, to examine what environment friendly business is and in addition it is also a must to search what environment friendly marketing is and detailing environment friendly products, price, promotion and distribution channels are also vital for these 21st century enterprises in order to get over non-tariff technical obstacles in the international market. This also means overcoming a competitive obstacle. When making decisions related to marketing, every sector should take this barrier into account because today's consumer investigate whether the product s/he buys hurts himself/herself and damages his/her environment and makes his/her decision that way. In this study; the reasons guide the leading enterprises in the Turkish textile sector toward environment friendly strategies, the international marketing practices of green policies applied by these businesses and the benefits they have received for such exercises and also details related to the businesses are analyzed. Consequently, the study reveals that the enterprises in the Turkish textile sector have gained several advantages as a result of green marketing applications.
The movement and awareness of environmental issues which began in the 1970s all over the world have risen even more due to the environment related problems of the world. The cause of this is that the unsustainable development of the inherited world to be left for the future is the portent of threat signals. Marketing discipline -existing in almost all functions of life and trying to gear to consumer needs- is interested in the current situation of the world as much as other disciplines deal with it. The businesses which cannot comprehend today's consumer, the ones which are behind the dynamism of the era, the companies which cannot resolve new competition strategies, and most importantly the enterprises which have not conceived the changing consumption and consumer procedures will either become ineffective or disappear in the international arena. Hence it is a necessity for the present day businesses to apprehend the global environmental matters, to examine what environment friendly business is and in addition it is also a must to search what environment friendly marketing is and detailing environment friendly products, price, promotion and distribution channels are also vital for these 21st century enterprises in order to get over non-tariff technical obstacles in the international market. This also means overcoming a competitive obstacle. When making decisions related to marketing, every sector should take this barrier into account because today's consumer investigate whether the product s/he buys hurts himself/herself and damages his/her environment and makes his/her decision that way. In this study; the reasons guide the leading enterprises in the Turkish textile sector toward environment friendly strategies, the international marketing practices of green policies applied by these businesses and the benefits they have received for such exercises and also details related to the businesses are analyzed. Consequently, the study reveals that the enterprises in the Turkish textile sector have gained several advantages as a result of green marketing applications.
Description
Keywords
Yeşil pazarlama, Yeşil tüketici, Yeşil ambalaj, Yeşil ürün, Yeşil fiyat, Yeşil dağıtım, Yeşil tutundurma, Tekstil sektörü ve çevre, Green marketing, Green consumer, Green packaging, Green product, Green price, Green distribution, Green promotion, Textile sector and environment
Citation
Ar, A. A. (2009). Yeşil pazarlamadan kaynaklanan kazanımlar ve Türk tekstil sektöründe bir uygulama. Yayınlanmamış doktora tezi. Uludağ Üniversitesi Sosyal Bilimler Enstitüsü.