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

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.

Green Intellectual Capital as a Support for Corporate Environmental Development—Polish Company Experience

“…Vilkaite-Vaitone et al [63] defined green marketing as strategic, tactical, and operational marketing activities that support the creation and delivery of green products. It encompasses, among other things, the promotion of packaging, and products that are safe for the environment [64]. Green marketing not only favorsa green corporate image, it also plays a crucial role in increasing the environmental awareness of partners in a network of relations.…”

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“…Pro-ecological consumers are willing to pay higher prices for environmentally friendly products and products manufactured by companies with high social commitment (Grimmer and Bingham, 2014;Guo et al, 2014;Kumar & Ghode, 2015). In many studies, the authors show a positive impact of the use of CSR and green marketing elements on the image of a product or brand, image and reputation of a company, the level of trust and loyalty of customers (Ko et al, 2013;Wu & Lin, 2016;Bati, 2016;Widyastuti et al, 2019). Many authors also suggest that corporate social involvement and the use of green marketing lead to competitive advantage and better financial results (Kiran, 2012;Flammer, 2015;Leonidou et al, 2017;Moravcikova et al, 2017).…”