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TÜRKİYE’DE YEŞİL REKLAMA TÜKETİCİ TEPKİLERİ

CONSUMER RESPONSES TO GREEN ADVERTISING IN TURKEY

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Abstract (2. Language): 
An awareness of environmental degradation has taken a long time to arise all over the world and also in Turkey. The rapid growth of the population andthedevelopment of the world economy created consumption culture in many developed and developing countries. So, companies have expanded their capacities to increase production and to market new products ever so often. As the result of these facts, the natural resources are becoming inadequate and the environmental pollution is gradually growing. These issues are creating pressures on companies and consumers to go green. Consequently, green advertising is seen as one of the tools for sustainable development and satisfaction of companies. The purpose of this study is to examine how consumers in Turkey perceive and respond to green advertising. Randomly selected consumers are questioned according to their attitudes toward environmental issues, environmental commitment, and attitudes toward green advertising. The results are evaluated by using correlation and regression analysis.
Abstract (Original Language): 
Çevresel bozulmanın etkilerinin fark edilmesi dünyada ve Türkiye’de çok uzun zaman almıştır. Hızla artan nüfus ve dünya ekonomisi gelişmişve gelişmekte olan ülkelerde tüketim kültürünü ortaya çıkarmıştır. İşletmeler üretimlerini arttırmak ve pazara daha sık yeni ürün sunmak adına kapasitelerini genişletmişlerdir. Bütün bu yaşananların sonunda, doğal kaynaklar yetersiz kalmakta ve çevre kirliliği giderek artmaktadır. Bu gerçekler işletmelere ve tüketicilere çevreci olmalarıyönünde baskı yapmaktadır. Sonuç olarak, yeşil (çevreci) pazarlama işletmelerin sürdürülebilir gelişmeyi ve iştatminini sağlamasıiçin gerekli araçlardan bir tanesidir. Bu çalışmanın amacıTürkiye’deki tüketicileri yeşil (çevreci) reklâmlara karşıalgıve tepkisini ölçmektir. Tesadüfî örnekleme yöntemine göre seçilen tüketicilere çevresel konulara karşıolan tutumlarını, çevreye olan katkılarınıve yeşil reklâmlara karşı olan tutumlarınıölçecek sorular sorulmuştur. Sonuçlar korelasyon ve regresyon analizlerine göre değerlendirilmiştir.
119-134

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