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Green Marketing Activities to Support Corporate Reputation on a Sample from Turkey

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  • Ugur Bati

Abstract

In today¡¯s world of competition, companies are under pressure to produce environment-friendly products and services. As consumers get more sensitive on environment protection, their purchasing behavior develop on that direction as well as. Under these circumstances, a concept called ¡°green marketing¡± is widely discussed in both academic and industrial circles. Green marketing is basically the promotion of environmentally safe and beneficial products; it also includes the development of ecologically safer products, recyclable packaging, green promotion activities and green labels. Moreover, it¡¯s claimed that there is a correlation between green marketing and good corporate recognition. The purpose of the study is to investigate relationship between green marketing activities and corporate reputation on the sample of Aygaz, one of the most important energy and LPG Companies in Turkey. For this purpose, a well-prepared questionnaire complying with the literature was carried out on 526 participants who are automobile drivers in different regions of Turkey. Research data is evaluated in the program of SPSS with t-test, factor, frequency, correlation and variance analyses. According to the results of the field study, 87.3% of the consumers have stated that there is a relationship between the green marketing activities and the corporate recognition. In the research results we do not reveal any direct relation between the consumers¡¯ purchase preferences and green marketing practices in the sample of Aygaz brand.

Suggested Citation

  • Ugur Bati, 2016. "Green Marketing Activities to Support Corporate Reputation on a Sample from Turkey," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 8(3), pages 189-201, June.
    • Handle: RePEc:ibn:ijmsjn:v:8:y:2016:i:3:p:189-201
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    References listed on IDEAS

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    1. Roberts, James A., 1996. "Green Consumers in the 1990s: Profile and Implications for Advertising," Journal of Business Research, Elsevier, vol. 36(3), pages 217-231, July.
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    Cited by:

    1. Edyta Bombiak, 2022. "Green Intellectual Capital as a Support for Corporate Environmental Development—Polish Company Experience," Energies, MDPI, vol. 15(9), pages 1-18, April.

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    More about this item

    Keywords

    green marketing; green consumers; corporate recognition; corporate social responsibility;
    All these keywords.

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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