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ÇEVRE DOSTU MESAJLAR: ‘YEŞİL PAZARLAMA MI YOKSA YEŞİL YIKAMA MI?’ BİR LİTERATÜR TARAMASI

Yaşanan küresel değişimler tüketicilerde tüketim alışkanlıklarına dair farkındalık meydana getirmiş, tüketicilerin çevreyi koruyan en azından kirletmeme özelliği bulunan ürün ve hizmetleri talep etmeye başlaması da şirketleri harekete geçirmiştir. İşletmeler bu doğrultuda üretim, kullanım ve bertaraf etme sürecinde çevreci ürün ve hizmetlere yönelmeye başlamışlardır. Böylece ‘yeşil’ sıfatını alan ürünler, tüketiciler, reklamlar vb. birçok kavram bulunmaktadır. Yeşil pazarlamayı faaliyetlerinin odak noktası haline getiren şirketlerin fazlalaşması ile beraber bu durumu suistimal eden işletmeler de ortaya çıkmıştır. Çevre sorunları konusunda yeterli hassasiyete sahip olmayan bu tür işletmeler bile kendilerine fayda sağlama amaçlı olarak ‘yeşil’ bir üretim ve pazarlama anlayışına yönelmişlerdir. Bu durum neticesinde dilimize ‘yeşile boyama’ ‘yeşil yıkama’ olarak çevrilen ‘green washing’ kavramı literatüre dahil olmuştur. Bu araştırmanın ana konusunu ‘yeşil göz boyama’ oluşturmaktadır. Araştırmanın amacı ise ‘yeşil göz boyama” kavramını literatür taraması yöntemiyle geniş bir perspektiften incelemektir. Dileğimiz, ülkemizde işletmelerin daha fazla duyarlılıkla üretim yapmaları, doğanın, toplumun ve işletmelerin devamlılığının birlikte sağlanabileceğini unutmayarak; doğrulara ve samimiyete odaklanıp çevre konusunda bilinçli, yeşil tüketicilerin oluşturulmasında kapsamlı iletişim çalışmalarını gündemlerine almaları olacaktır.

Anahtar Kelimeler:

Yeşil Pazarlama, Yeşil Reklam, Yeşil Göz Boyama, Yeşil Yıkama

ECO-FRIENDLY MESSAGES: ‘GREEN MARKETING OR GREEN WASHING?’ A LITERATURE REVIEW

The global changes experienced have created awareness of consumption habits in consumers, and the fact that consumers have started to demand products and services that protect the environment, at least with non-polluting properties, has also prompted companies to take action. As a result, businesses have started to turn to environmentally friendly products and services in the production, use, and disposal processes. With the increase in the number of companies that make green marketing the focal point of their activities, businesses have also emerged that abuse this situation. Even businesses that do not have sufficient sensitivity to environmental problems have turned to a 'green' production and marketing approach in order to benefit themselves. Consequently, the concept of 'greenwashing' has been included in the literature. The subject of the present research is 'green eyewash'. We aimed to examine the concept of 'green eyewash' from a broad perspective using the literature review method. Our wish is to see the institutions in our country produce with more sensitivity; we should keep in mind that the lives of nature, society, and institutions are interconnected. They will focus on truth and sincerity and include comprehensive communication efforts in the creation of environmentally conscious and green consumers.

Keywords:

Green Marketing, Green Advertising, GreeenWashing,

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