Çevresel Aktivizm, Halkla İlişkiler ve Yeşil Aklama Üzerine Kuramsal Bir Bakış

Year 2015, Volume: 8 Issue: 4, 73 - 89, 01.01.2015

Aybike Özel

Abstract

Yükselen ve yaygınlaşan çevresel aktivizm hareketi ve tüketicide çevre konusunda oluşan bilinç nedeniyle şirketler çevresel duyarlılığa sahip tüketiciyi kendi ürün ve hizmetlerini tercih etmeleri yönünde etkilemek, ürün ve hizmetlerinden doğan çevresel olumsuzlukları örtbas etmek, yol açtıkları sorunlarla ilgili olarak toplumun gözünde negatif bir imaj yaratmaktan kaçınmak ya da neden oldukları riskleri toplum nezdinde daha kabul edilebilir kılmak amacıyla yeşil aklama olarak tanımlanan faaliyetleri kullanmakta, bu bağlamda da yeşil halkla ilişkiler araç ve taktiklerinden yararlanmaktadırlar. Bu amaçla yeşil halkla ilişkiler faaliyetlerine bütçe ayırmakta, sürdürülebilirlik, kurumsal sosyal sorumluluk projeleri yürütmekte, çevresel gruplara parasal destekte bulunmakta ya da birlikte projeler yürütmektedirler. Çalışmada çevresel aktivizm hareketlerinin gelişimine değinilerek, yeşil aklama kavramı etraflı bir biçimde irdelenmiş, halkla ilişkiler ve yeşil aklama ilişkisi tartışılarak, halkla ilişkilere yeşil aklama konusunda yöneltilen eleştirilere değinilerek kuramsal bir bakış açısı ortaya konmuştur.

Keywords

çevresel aktivizm, yeşil aklama, halkla ilişkiler

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