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Kolayda Mallarda Markaların Sürdürülebilirlik Politikalarının Tüketici Tercihleri Üzerindeki Etkisi

Year 2022, Volume: 6 Issue: 1, 110 - 124, 30.06.2022
https://doi.org/10.48066/kusob.1124294

Abstract

Dünya kaynaklarının hızlı bir biçimde yok olma tehlikesiyle karşı karşıya kaldığı günümüzde bireylerin tüketim alışkanlıklarını ve şirketlerin üretim politikalarını yeniden gözden geçirerek yeni yaklaşımlar geliştirmeleri zorunlu bir duruma dönüşmüştür. Günümüzde hiçbir dönemde olmadığı kadar tüketebilme olanağına kavuşan bireylerin ve şirketlerin yarattığı çevresel kirliliğin önüne geçilebilmesi amacıyla öne çıkan sürdürülebilirlik kavramı birçok şirket tarafından da dünya genelinde benimsenmiştir. Çevre politikaları konusunda bilinçlenen ve gelecek kuşaklara yaşanabilir bir dünya bırakmak isteyen tüketicilerin sürdürülebilirlik konusundaki olumlu yaklaşımları da markaların uygulamalarını etkilemektedir. Bu bağlamda çalışmada genel olarak sürdürülebilirlik kavramı ele alınarak bireyler için yaşamsal bir ihtiyaç olan su ve çok sayıda bireyin tüketim alışkanlıkları içinde önemli bir yeri olan kahve/çay markalarının bu konudaki yaklaşımları gerçekleştirilen anket ile ortaya konulmaya çalışılmıştır. Çalışmada kolayda mallar kategorisi içerisinde yer alan su, kahve/çay markalarının uyguladıkları sürdürülebilirlik politikalarının tüketici tercihleriyle olan ilişkisi sürdürülebilirlik sürecinin çevresel, ekonomik ve sosyal boyutları üzerinden yapılan anketle incelenmiştir.

References

  • Abeliotis, K., Koniari, C. ve Sardianou, E. (2010). The Profile of the Green Consumer in Greece, International Journal of Consumer Studies, 34, 153-160.
  • Carew, A.L. ve Mitchell, C.A. (2008). Teaching sustainability as a contested concept: capitalizing on variation in engineering educators’ conceptions of environmental, social and economic sustainability, Journal of Cleaner Production 16, 105-115.
  • Davies ,F., C. Veloutsou ve A. Costa. (2006). Investigating the Influence of a Joint Sponsorship of Rival Teams on Supporter Attitudes and Brand Preferences, Journal of Marketing Communications, 12(1), 31-48.
  • Davis, J. J., (1997). Advertising Research: Theory and Practice. New Jersey: Prentice Hall.
  • Fiskel, J. (2003). Designing Resilient, Sustainable Systems, Environmental Science Technology 37, 5330–5339.
  • Frame, B. Ve Newton, B. (2007). Promoting sustainability through social marketing: examples from New Zealand, International Journal of Consumer Studies 31, 571–581.
  • Herremans, I. M., ve Reid, R. E. (2002). Developing Awareness of the Sustainability Concept. Journal of Environmental Education, 34(1), 16-20.
  • Hume, M., Johnston, P., Argar, M. ve Hume, C. (2013). Creating the Global Greenspace: Developing a Global Market- Entry Framework for The Green and Renewable Technologies, içinde, Maria Alejandra Gonzalez Perez, Liam Leonard(Ed.), International Business, Sustainability and Corporate Social Responsibility (151-185), UK: Emerald. Jones, P., Hill, C.C., Comfort, D. ve Hillier, D. (2008). Marketing and Sustainability, Marketing Intelligence & Planning, 26(2),123-130 .
  • Kemper, J. A., C. M. Hall, ve P. W. Ballantine. (2019). “Marketing and Sustainability: Business as Usual or Changing Worldviews?” Sustainability 11(3), 780.
  • Kim, J., C. R. Taylor ve K. H.Kim ve K. H. Lee (2015) Measures of perceived sustainability, Journal of Global Scholars of Marketing Science, 25(2), 182-193.
  • Kline, R.B. (2011). Principles and Practice of Structural Equation Modeling.New York: Guilford Press.
  • Lim, W.M. (2017). Inside The Sustainable Consumption Theoretical Toolbox: Critical Concepts for Sustainability, Consumption, and Marketing, Journal of Business Research, 78, 69–80.
  • McDonagh, P. (1998). Towards a theory of Sustainable Communication in Risk Society: Relating issues of sustainability to marketing communications, Journal of Marketing Management, 14(6), 591-622.
  • McDonagh, P. ve Prothero, A. (2014). Sustainability Marketing Research: Past, Present and Future, Journal of Marketing Management, 30(11-12), 1186-1219.
  • Mintu, A.T., ve Lozada, H.R. (1993). Green Marketing Education: A Call for Action. Marketing Education Review, 3, 17–23.
  • Nkamnebe, A.D. (2011). Sustainability Marketing in the Emerging Markets: Imperatives, Challenges, and Agenda Setting, International Journal of Emerging Markets, 6 (3), 217-232.
  • Oates, C., McDonald, S., Alevizou, P., Hwang, K., Young, W. Ve McMorland, L.A. (2008). Marketing Sustainability: Use of Information Sources and Degrees of Voluntary Simplicity, Journal of Marketing Communications, 14( 5), 351–365.
  • Paço, A., Shiel, C. ve Alves, H. (2019). A New Model for Testing Green Consumer Behaviour, Journal of Cleaner Production, 207, 998-1006.
  • Peattie,K. ve Belz, F.M. (2010). Sustainability Marketing: An Innovative Conception of Marketing, Marketing Review St. Gallen, 5, 8-15.
  • Scoones, I. (2007). Sustainability, Development in Practice, 17(4-5), 589-596.
  • Sirgy, J., Samli, J. ve Claiborne, C. B. (1991) Self-Congruity Versus Functional Congruity: Predictors of Consumer behavior, Journal of the Academy of Marketing Science, 19, 363–375.
  • Soyka, P.A. (2012). Creating a Sustainable Organization: Approaches for Enhancing Corporate Value Through Sustainability, New Jersey: Pearson.
  • Taoketao, E., Feng, T., Song, Y. Ve Nie, Y. (2018). Does Sustainability Marketing Strategy Achieve Payback Profits? A Signaling Theory Perspective, Corporate Social Responsibility Environmental Management, 25, 1039–1049.
  • Thomas, N.J.R. (2018). Sustainability Marketing: The Need for a Realistic Whole Systems Approach, Journal of Marketing Management, 34(17-18), 1530-1556.
  • Tukker,A., Cohen, M.J., Zoysa, U., Hertwich,E., Hofstetter, P., Inaba, A. Lorek, S. ve Sto, E. (2006). The Oslo Declaration on Sustainable Consumption, Journal of Industrial Ecology, 10(1-2), 9-14.
  • Vagasi, M. (2004). Integration of the Sustainability Concept into Strategy and Marketing, Periodica Polytechnica Ser. Soc. Man., 48(2), 245-260.
  • Wood, J.D. (2014). The Role of Legal Compliance in Sustainable Supply Chains, Operations, and Marketing, New York: Business Expert Press.

The Effect of Brands' Sustainability Approaches on Consumer Preferences in Convenience Goods

Year 2022, Volume: 6 Issue: 1, 110 - 124, 30.06.2022
https://doi.org/10.48066/kusob.1124294

Abstract

Today, when the world's resources are in danger of disappearing rapidly, it has become a necessity for individuals to reconsider their consumption habits and companies to develop new approaches by reconsidering their production policies. The concept of sustainability, which stands out in order to prevent environmental pollution created by individuals and companies, who have the opportunity to consume more than ever before, has been adopted by many companies around the world. The positive approaches of consumers who are aware of environmental policies and want to leave a livable world to future generations also affect the practices of brands. In this context, in this study, the concept of sustainability in general was discussed, and the approaches of water, which is the basic need for individuals, and the approaches of tea and coffee brands, which have an important place in the consumption habits of many individuals, were tried to be revealed with a survey. In the study, the relationship between the sustainability policies implemented by water, tea and coffee brands, which are in the category of convenience goods, with consumer preferences was examined through a survey conducted on the environmental, economic and social dimensions of the sustainability process.

References

  • Abeliotis, K., Koniari, C. ve Sardianou, E. (2010). The Profile of the Green Consumer in Greece, International Journal of Consumer Studies, 34, 153-160.
  • Carew, A.L. ve Mitchell, C.A. (2008). Teaching sustainability as a contested concept: capitalizing on variation in engineering educators’ conceptions of environmental, social and economic sustainability, Journal of Cleaner Production 16, 105-115.
  • Davies ,F., C. Veloutsou ve A. Costa. (2006). Investigating the Influence of a Joint Sponsorship of Rival Teams on Supporter Attitudes and Brand Preferences, Journal of Marketing Communications, 12(1), 31-48.
  • Davis, J. J., (1997). Advertising Research: Theory and Practice. New Jersey: Prentice Hall.
  • Fiskel, J. (2003). Designing Resilient, Sustainable Systems, Environmental Science Technology 37, 5330–5339.
  • Frame, B. Ve Newton, B. (2007). Promoting sustainability through social marketing: examples from New Zealand, International Journal of Consumer Studies 31, 571–581.
  • Herremans, I. M., ve Reid, R. E. (2002). Developing Awareness of the Sustainability Concept. Journal of Environmental Education, 34(1), 16-20.
  • Hume, M., Johnston, P., Argar, M. ve Hume, C. (2013). Creating the Global Greenspace: Developing a Global Market- Entry Framework for The Green and Renewable Technologies, içinde, Maria Alejandra Gonzalez Perez, Liam Leonard(Ed.), International Business, Sustainability and Corporate Social Responsibility (151-185), UK: Emerald. Jones, P., Hill, C.C., Comfort, D. ve Hillier, D. (2008). Marketing and Sustainability, Marketing Intelligence & Planning, 26(2),123-130 .
  • Kemper, J. A., C. M. Hall, ve P. W. Ballantine. (2019). “Marketing and Sustainability: Business as Usual or Changing Worldviews?” Sustainability 11(3), 780.
  • Kim, J., C. R. Taylor ve K. H.Kim ve K. H. Lee (2015) Measures of perceived sustainability, Journal of Global Scholars of Marketing Science, 25(2), 182-193.
  • Kline, R.B. (2011). Principles and Practice of Structural Equation Modeling.New York: Guilford Press.
  • Lim, W.M. (2017). Inside The Sustainable Consumption Theoretical Toolbox: Critical Concepts for Sustainability, Consumption, and Marketing, Journal of Business Research, 78, 69–80.
  • McDonagh, P. (1998). Towards a theory of Sustainable Communication in Risk Society: Relating issues of sustainability to marketing communications, Journal of Marketing Management, 14(6), 591-622.
  • McDonagh, P. ve Prothero, A. (2014). Sustainability Marketing Research: Past, Present and Future, Journal of Marketing Management, 30(11-12), 1186-1219.
  • Mintu, A.T., ve Lozada, H.R. (1993). Green Marketing Education: A Call for Action. Marketing Education Review, 3, 17–23.
  • Nkamnebe, A.D. (2011). Sustainability Marketing in the Emerging Markets: Imperatives, Challenges, and Agenda Setting, International Journal of Emerging Markets, 6 (3), 217-232.
  • Oates, C., McDonald, S., Alevizou, P., Hwang, K., Young, W. Ve McMorland, L.A. (2008). Marketing Sustainability: Use of Information Sources and Degrees of Voluntary Simplicity, Journal of Marketing Communications, 14( 5), 351–365.
  • Paço, A., Shiel, C. ve Alves, H. (2019). A New Model for Testing Green Consumer Behaviour, Journal of Cleaner Production, 207, 998-1006.
  • Peattie,K. ve Belz, F.M. (2010). Sustainability Marketing: An Innovative Conception of Marketing, Marketing Review St. Gallen, 5, 8-15.
  • Scoones, I. (2007). Sustainability, Development in Practice, 17(4-5), 589-596.
  • Sirgy, J., Samli, J. ve Claiborne, C. B. (1991) Self-Congruity Versus Functional Congruity: Predictors of Consumer behavior, Journal of the Academy of Marketing Science, 19, 363–375.
  • Soyka, P.A. (2012). Creating a Sustainable Organization: Approaches for Enhancing Corporate Value Through Sustainability, New Jersey: Pearson.
  • Taoketao, E., Feng, T., Song, Y. Ve Nie, Y. (2018). Does Sustainability Marketing Strategy Achieve Payback Profits? A Signaling Theory Perspective, Corporate Social Responsibility Environmental Management, 25, 1039–1049.
  • Thomas, N.J.R. (2018). Sustainability Marketing: The Need for a Realistic Whole Systems Approach, Journal of Marketing Management, 34(17-18), 1530-1556.
  • Tukker,A., Cohen, M.J., Zoysa, U., Hertwich,E., Hofstetter, P., Inaba, A. Lorek, S. ve Sto, E. (2006). The Oslo Declaration on Sustainable Consumption, Journal of Industrial Ecology, 10(1-2), 9-14.
  • Vagasi, M. (2004). Integration of the Sustainability Concept into Strategy and Marketing, Periodica Polytechnica Ser. Soc. Man., 48(2), 245-260.
  • Wood, J.D. (2014). The Role of Legal Compliance in Sustainable Supply Chains, Operations, and Marketing, New York: Business Expert Press.

Details

Primary Language Turkish
Journal Section Araştırma Makaleleri
Authors

Öykü YILDIZ 0000-0001-7363-9858

Sevda DENEÇLİ 0000-0002-6749-0038

Ceyda DENEÇLİ 0000-0001-7458-9573

Publication Date June 30, 2022
Published in Issue Year 2022Volume: 6 Issue: 1

Cite

APA YILDIZ, Ö., DENEÇLİ, S., & DENEÇLİ, C. (2022). Kolayda Mallarda Markaların Sürdürülebilirlik Politikalarının Tüketici Tercihleri Üzerindeki Etkisi. Kuram Ve Uygulamada Sosyal Bilimler Dergisi, 6(1), 110-124. https://doi.org/10.48066/kusob.1124294