Dergiler / Düzce Üniversitesi Orman Fakültesi Ormancılık Dergisi / 2013 / Cilt: 9 - Sayı: 2
Yeşil Pazarlama ve Tüketicilerin Çevre Dostu Ürünleri Kullanma Eğilimleri
- Sayfa
- 126–136
- DOI
- —
Özet
Yeşil pazarlama; hava, su, toprak vb. doğal bileşenlerin korunmasına ve devamlılığının sağlanmasına ilişkin olarak yapılan girişimlerin pazarlama yönünden bakış açısını yansıtmaktadır. Bu bakış açısı çevreye duyarlı ürünlerin tüketiciye anlatılarak tüketicide bir bilinç uyandırması ve bunun sonucunda oluşacak hassasiyet ile doğaya dost ürünleri kullanma eğiliminin artırılması faaliyetidir. İlk bakışta maliyetli gibi görünen bu pazarlama stratejisi uzun vadede üretici açısından kâra dönüşmektedir.
Abstract
Green marketing; provides protection of natural components as air, water, earth etc. and shows the permanence relating to committed initiatives from the way of marketing aspect. This aspect awakens conscious of consumers by explaining environment friendly products and as a result of this activity, occurs sensitivity and consumer tendency to use environment friendly products increases more. This marketing strategy appears as costly at first look, in long term this strategy turns into profit in terms of the producer.In this study, subsequent to explaining the benefits and application area of green marketing mentality theoretically in terms of consumer and producer, this issue has become more concrete by application parts. By means of the acquired data from surveys conducted to 370 students at Istanbul Aydın University, statistical analysis have been studied on the program SPSS 16.00, descriptive statistical analysis (mode, median, average, standard deviation) has been taken and reliability analysis has been done. The result of comparison committed by demographic data, there is a relation between “ Environment Friendly Product Consciousness” and class level, the profession kind of family, the education level of parents, the income level of family, there is also a relation determined between “Environment Consciousness” with science field, age and sex.