STRATEJİK YEŞİL PAZARLAMA BAĞLAMINDA YEŞİL FİYATLANDIRMA LİTERATÜRÜNÜN İNCELENMESİ

Öz Yeşil pazarlama stratejilerinin günümüzün iş stratejilerini etkilemesinden dolayı, işletmeler yeşil baskılara uymak ve karlı pazar bölümleri oluşturmak için yeşil pazarlama uygulamalarını benimsemeye başlamışlardır. Bununla birlikte, yeşil pazarlama ve yeşil fiyatlandırma konularının değerlendirilmesi için kapsamlı çalışmalara ihtiyaç duyulmaktadır. Çünkü işletmeler, yeşil ürünleri için daha fazla ödeme yapmak isteyen tüketicileri etkili bir şekilde bölümlere ayırıp hedefleyerek potansiyel karı en üst düzeye çıkarabilirler. Bu çalışmanın amacı da yeşil fiyatlandırma konusundaki literatürü gözden geçirmek ve yöneticilerin yeşil ürünler için yüksek fiyat ödemeye razı tüketiciler ile ilgili sorunlarını incelemektir.

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