#YOK
[ X ]
Date
2022
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Kırklareli Üniversitesi
Access Rights
info:eu-repo/semantics/openAccess
Abstract
Küreselleşmenin etkisi ile yaşadığımız çevre sorunları, eko-sistemi koruma çabası, çevre bilincinin oluşmasını ve atılan adımları hızlandırmaktadır. Yeşil pazarlama kavramı doğal kaynakları koruma amaçlı bir yaklaşım olarak insanoğlunun geleceği için önemli bir adım olmaktadır. Yaşamı tehdit edenlere cevap olarak yeniden varoluş hikâyesidir. Bununla birlikte yaşamın içine dahil olarak, tercihlerimizin değişmesine de zemin hazırlamaktadır. Günlük faaliyetlerimize ve tüketim alışkanlıklarımıza entegre olarak, "yeşil tüketim" ve "yeşil tüketici" eğilimlerinin fark edilmesini sağlamaktadır. Çalışmanın amacı, yeşil pazarlamanın temel faaliyetlerinden yeşil tüketimin, günümüzün araştırma topluluğu olan ve dijital dünyanın yeni grubu "Z Kuşağı" tüketicilerinin yeşil tüketim olgusu hakkındaki düşüncelerine ulaşmak ve tüketim eğilimlerinin belirlenmesini araştırmaktır. Çalışma kapsamında, 40 hedef kitle ile yüz yüze görüşmeler yapılarak, yeşil tüketim kavramına dair mülakatların nitel bir analizi yapılmıştır. Bulgulara göre, Z kuşağı aralığındaki bireylerin, yeşil tüketim hususundaki farkındalığının artması eğitim faktörüne, tercih edilmesini belirleyen kriterin de bütçe faktörüne bağlı olduğu sonucuna ulaşılmıştır.
The environmental problems we experience with the effect of globalization, the effort to protect the eco-system accelerate the formation of environmental awareness and the steps taken. The concept of green marketing, as an approach to protect natural resources, is an important step for the future of human beings. It is a story of reincarnation in response to life-threatening ones. However, by being included in life, it also paves the way for our preferences to change. By integrating into our daily activities and consumption habits, it enables the "green consumption" and "green consumer" trends to be noticed. The aim of the study is to reach the thoughts of green consumption, one of the main activities of green marketing, today's research community and the new group of the digital world, "Generation Z", about the green consumption phenomenon and to investigate the determination of consumption trends. Within the scope of the study, a qualitative analysis of the interviews on the concept of green consumption was made by conducting face-to-face interviews with 40 target groups. According to the findings, it was concluded that the increase in the awareness of individuals in the Z generation range about green consumption depends on the education factor, and the criterion determining their preference depends on the budget factor.
The environmental problems we experience with the effect of globalization, the effort to protect the eco-system accelerate the formation of environmental awareness and the steps taken. The concept of green marketing, as an approach to protect natural resources, is an important step for the future of human beings. It is a story of reincarnation in response to life-threatening ones. However, by being included in life, it also paves the way for our preferences to change. By integrating into our daily activities and consumption habits, it enables the "green consumption" and "green consumer" trends to be noticed. The aim of the study is to reach the thoughts of green consumption, one of the main activities of green marketing, today's research community and the new group of the digital world, "Generation Z", about the green consumption phenomenon and to investigate the determination of consumption trends. Within the scope of the study, a qualitative analysis of the interviews on the concept of green consumption was made by conducting face-to-face interviews with 40 target groups. According to the findings, it was concluded that the increase in the awareness of individuals in the Z generation range about green consumption depends on the education factor, and the criterion determining their preference depends on the budget factor.
Description
Sosyal Bilimler Enstitüsü, İşletme Ana Bilim Dalı
Keywords
İşletme, Business Administration
