| Yazarlar (2) |
Dr. Öğr. Üyesi Dilber Nilay KÜTAHYALI
Kastamonu Üniversitesi, Türkiye |
Doç. Dr. Bülent YILDIZ
Kastamonu Üniversitesi, Türkiye |
| Özet |
| The influence of environmentally conscious marketing tactics on the choice of environmentally friendly suppliers, the development of environmentally friendly innovations, and overall performance is a subject of growing significance in the contemporary corporate landscape. The matter is gaining significance within the framework of growing expectations for corporations to prioritize environmental sustainability and social responsibility. Green marketing tactics encompass the endeavors of companies to provide eco-friendly products and services, prioritize environmentally conscious suppliers, and encourage green innovation, surpassing the primary objective of maximizing profits. Our study seeks to examine the impact of green marketing tactics on the selection of environmentally friendly suppliers and the innovation of eco-friendly products. Additionally, we will analyze the influence of eco-friendly product innovation on overall performance. Data were gathered from 239 manufacturing enterprises that are active in Kocaeli-Gebze and Istanbul for this specific objective. The study of the data led to the conclusion that green marketing strategies have a notable impact on the selection of green suppliers and the development of green innovation. Similarly, the choice of green suppliers has a significant influence on green innovation, which in turn has a significant effect on performance. Furthermore, it has been discovered that the selection of green suppliers plays a mediating role in the impact of green marketing strategies on green innovation. |
| Anahtar Kelimeler |
| Makale Türü | Özgün Makale |
| Makale Alt Türü | Ulusal alan endekslerinde (TR Dizin, ULAKBİM) yayınlanan tam makale |
| Dergi Adı | Pazarlama ve Pazarlama Araştırmaları Dergisi |
| Dergi ISSN | 1309-243X |
| Dergi Tarandığı Indeksler | TR DİZİN |
| Makale Dili | Türkçe |
| Basım Tarihi | 05-2024 |
| Cilt No | 17 |
| Sayı | 2 |
| Sayfalar | 305 / 340 |
| Makale Linki | https://dergipark.org.tr/tr/pub/ppad/issue/84848 |
