As the natural resources are becoming scarce and the concept of environmentalism is on the rise, green buying behavior has increased the attention of many academicians and practitioners as an emerging strategy. In literature, green buying is also titled as environmental consumerism and defined as “purchasing and consuming products that are benign toward the environment”. Under this approach, such literature also brings along a new terminology called “environmentally conscious behavior”. There is, on the other side, a huge irony behind the advancement of technology in product innovation. Even though, technology oriented goods offer a variety of benefits to consumers, they also create pollution to the environment. Thus, there is a growing number of consumers that seek environment-friendly goods and services. In this globe, the major goal of this study is to understand consumer’s knowledge and perception regarding the consumption of environmental goods. Furthermore, the study also aims to constitute green buying habits, overall attitudes towards environmentalism, and factors that affect the environmental conscious purchases. With the aid of randomly selected respondents, a written survey will be analyzed by multiple regression as a specific goal to measure consumer perception and green buying behavior variables along with demographical factors.
The purpose of the study is to investigate how the Technology-Organization-Environment (TOE) framework is used in social sciences and to discuss how it can be used especially in the field of marketing management. Within the scope of the research, literature review is conducted and relevant studies are selected. Content analysis is applied to selected studies. The literature review is conducted without any time limitation and only articles in social sciences are selected as restrictions. According to limited available resources, 33 studies deemed appropriate within the scope. The studies are evaluated and grouped according to; subjects, the sub-variables of the main context of the TOE model, sample, data collection, analysis method and research method. Results showed that, TOE framework is mostly used in social media and e-business adoption. When sub-contexts of the model are analyzed, the most used variables are; relative advantage and compatibility in the technological context, firm size and top management support in organizational context, competitive pressure in environmental context.
Brand and the branding process have been regarded as a component of cultural studies even though they are more generally seen as being a subfield of business economics. Today, it is true to say that countries, cities, destinations, as well as many prominent cultural items can become brands. Thus, the primary aim of this study is to form a model proposal for how “Şile gauze”, a local authentic product, can be branded to become competitive. Strategies regarding brand, the process of brand and brand positioning are adapted to Şile gauze and conceptual research about these components are elaborated with the aim of implementing Şile gauze branding. Focus groups were carried out with participants comprising students from marketing and fashion design departments, with a framework for the branding process of Şile gauze subsequently designed in light of the findings from the focus groups. These findings revealed that the target market of Şile gauze is women and men who are in mid-high and high-income groups, who have adopted a health and comfort oriented lifestyle. Additionally, the targeting strategy for Şile gauze preferred by both focus groups was a niche targeting one with a unique positioning in the market.
Turkey has a booming economy in terms of general economic indicators that are being identified in the context of general economic fields of study. Among with many industries that have extensively been developed in the region, real estate business occupies a great percentage in terms of economic growth and welfare in the country. Even though such opportunities are being noticed by many businessmen in the area, there is a lack of marketing attempts which is obviously cited in many research projects. Since the market in consideration is highly competitive where many international companies have already entered, reputable marketing strategies have to be implemented as a means of coping effectively in the market. This paper, in this sense, reveals the competitive marketing strategies that have been in effect in the Turkish real estate sector and finally proposes a unique research model which arises from a research that have been conducted in the field. Along with many strategies that may be generated from the research, a key focus has been put on e-practices and perspectives.
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