Markaların Atık Yönetimi Stratejileri Bağlamında Yeşil Reklam Uygulamaları: Mavi ve Levi’s Örneği

Abstract

In today's world, where consumption continues to increase with industrialization and globalization, methods of combating environmental problems have gained importance. The fact that the environmental pollution and damage that occur during production in many sectors have become visible, and the necessity to protect nature, climate, animals and people has brought green consumption activities. Consumers, who demand products that respect nature, have enabled the marketing activities of institutions to be shaped on the axis of sustainability. It is aimed to produce solutions to environmental problems by producing environmentally friendly products by applying strategies in the green marketing by individuals and institutions. In all processes of green marketing activities, it is aimed to produce nature-friendly products, and it is aimed to convey the message that the products are made with respect to nature, with green advertisements. Institutions respond to the demands of green friendly consumers with green product, green price, green label, green distribution, green advertisements and correct waste management strategies. Within the scope of the study, Mavi Jean and Levi's Jean brands were selected by using purposeful sampling management. This study was carried out in order to reveal the waste management activities of the determined institutions in the context of the strategies included in the Waste Management Hierarchy between the years 2017-2022. Within the scope of the research, four commercials made in the last 5 years on Youtube channels of Mavi and Levi's brands were examined using the content analysis method. Among the 6 solution methods in the Waste Management Hierarchy, institutions resort to reduction, prevention, reuse and recycling strategies; It has been determined that energy recycling and disposal methods are not carried out.