Öz
Introducing or advertising different brands in the market in a way that
is different from reality by means of green, environmentally friendly, harmless
means that it affects the consumer psychologically. This misinformation has a
negative effect on the confidence of the companies that act ethically in this
regard, as well as harming the confidence of consumers and the multitude of
environmental claims that do not reflect reality. For this reason, it is very
important to distinguish real environmentalism and fake environmental
activities.
The aim of this study is to understand what greenwash means, to raise
awareness on environmental awareness and to determine the effects of greenwash
on brand equity for consumers. The main mass of the study consists of automobile
owners living in the city of Erzurum. As a sampling method, convenience
sampling method was used from random sampling methods. Data were collected by
face to face survey method. A total of 500 questionnaires were applied; as a
result of the elimination of missing, incorrect and faulty surveys, 408
questionnaires were taken into consideration. The research data obtained as a
result of the survey were analyzed with structural equation model. As a result
of the study, greenwash has negative effect on green trust, green satisfaction
and green perceived quality; green trust, green satisfaction and green
perceived quality have positive effects on word-of-mouth and also word-of-mouth
has positive effect on brand equity.
Anahtar Kelimeler
Kaynakça
- ALTUNIŞIK, Remzi; COŞKUN, Recai; BAYRAKTAROĞLU, Serkan; YILDIRIM, Engin (2010). Sosyal Bilimlerde Araştırma Yöntemleri (SPSS Uygulamalı), Sakarya: Sakarya Yayıncılık AVCILAR, Mutlu Y. ve KÜLTER DEMİRGÜNEŞ, Banu (2017). “Devoloping Perceived Greenwash Index and Its Effect on Green Brand Equity: A Research on Gas Station Companies in Turkey.” International Business Research, 10(1), s.222–239. BAL, Emre (2012). Greenwashing (Yeşil Aklama) Nedir? Yeşiloloji, http://www.yesiloji.com/yesilhaber/greenwashing-yesil-aklama-nedir/, Erişim Tarihi: 16.10.2018. CHEN, Yu-Shan; TIEN, Wen-Pin; LEE, Yu-I; TSAI, Ming-Lun (2016). “Greenwash and Green Brand Equity.” Portland International Conference on Management of Engineering and Technology (PICMET), s.1797-1803. CHEN, Yu-Shan; LIN, Chang-Liang; CHANG, Ching-Hsun (2014). “The Influence of Greenwash on Green Word-of-Mouth (Green WOM): The Mediation Effects of Green Perceived Quality and Green Satisfaction.” Quality & Quantity, 48, s.2411-2425. CHEN, Yu-Shan; and CHANG, Ching-Hsun (2013). “Greenwash and Green Trust: The Mediation Effects of Green Consumer Confusion and Green Perceived Risk.” Journal of Business Ethics, 114, s.489–500. CHEN, Yu-Shan (2010). “The Drivers of Green Brand Equity: Green Brand Image, Green Satisfaction, and Green Trust.” Journal of Business Ethics, 93, s.307-319. HORIUCHI, Rina and SCHUCHARD, Ryan (2009). “Understanding and Preventing Greenwash: A Business Guide.” Board of Standards Review, s.1-39 LEE, Yu-I.; CHANG, Ching-Hsun; CHEN, Yu-Shan (2013). “The Influence of Novelty, Flexibility, and Synergy of Package Tours on Tourist Satisfaction: An Analysis of Structural Equation Modeling (SEM).” Quality & Quantity, 47(4), s.1869–1882. LYON, Thomas P. and MAXWELL, John W. (2011). “Greenwash: Corporate Environmental Disclosure under Threat of Audit.” Journal of Economics & Management, 20(1), s.3–4. LAUFER, William S. (2003). “Social Accountability and Corporate Greenwashing.” Journal of Business Ethics, 43(3), s.253–261. MARKHAM, David; KHARE, Anshuman; BECKMAN, Terry (2014). “Greenwashing: A Proposal to Restrict its Spread.” Journal of Environmental Assessment Policy and Management, 16(4), s.1–16. MEYDAN, Cem Harun ve ŞEŞEN, Harun (2011). Yapısal Eşitlik Modellemesi AMOS Uygulamaları. Ankara: Detay Yayıncılık NG, Pui Fong; BUTT, Muhammad Mohsin; KHONG, Kok Wei; ONG, Fon Sim (2014). “Antecedents of Green Brand Equity: An Integrated Approach.” Journal of Business Ethics, 121, s.203-215. PARGUEL, Béatrice; BENOIT-MOREAU, Florence; LARCENEUX, Fabrice (2011). “How Sustainability Ratings Might Deter ‘Greenwashing’: A Closer Look at Ethical Corporate Communication.” Journal of Business Ethics, 102(1), s.15–28. PELENK ÖZEL, Aybike (2015). “Çevresel Aktivizm, Halkla İlişkiler ve Yeşil Aklama Üzerine Kuramsal Bir Bakış.” Selçuk Üniversitesi İletişim Fakültesi Akademik Dergisi, 8(4), s.73-89. POLONSKY, Michael J.; GRAU, Stacy Landreth; GARMA, Romana (2010). “The New Greenwash? Potential Marketing Problems with carbon offsets.” International Journal Business Studies, 18(1), s.49–54. RAMUS, Catherine A. and MONTIEL, Ivan (2005). “When are Corporate Environmental Policies a Form of Greenwashing?” Business & Society, 44(4), s.377–414. YILDIZ, Yasin (2014). “Tüketici Davranışları Üzerinde Sosyal Medya Etkileri: Apple ve Samsung Örneği.” Kastamonu Üniversitesi İktisadi ve İdari Bilimler Dergisi, 4(2), s.5-15. YILMAZ, Veysel; ÇELİK, H. Eray; EKİZ, Erdoğan H. (2006). “Investigation of the Factors Affecting Loyalty to Organization Through the Structural Equation Modeling: Example From Private and Public Banks.” Anadolu University Journal of Marketing Studies, 2(2), s.171-184. ZIMMER, Mary R.; STAFFORD, Thomas F.; STAFFORD, Marla Royne (1994). “Green Issues: Dimensions of Environmental Concern.” Journal of Business Research, 30, s.63-74.
Öz
Piyasada
bulunan her türlü markanın gerçeğinden farklı şekilde firmalar tarafından
yeşil, çevre dostu, zararsız gibi ibarelerle tanıtılması veya reklamının
yapılması tüketiciyi psikolojik olarak etkilemektedir.
Bu yanlış bilgilendirme tüketicilerin güvenine zarar vermesinin yanı sıra
gerçeği yansıtmayan çevresel iddiaların çokluğu bu konuda etik davranan
şirketlere duyulan güveni de olumsuz yönde etkilemektedir. Bu nedenle gerçek
çevrecilik ile sahte çevrecilik faaliyetlerinin ayırt edilebilmesi son derece
önemlidir.
Bu çalışmanın amacı, yeşil aklamanın ne olduğunun anlaşılması, çevre duyarlılığı
hakkında farkındalığın artırılması ve yeşil aklamanın tüketiciler için marka
değeri üzerindeki etkilerinin belirlenmesidir. Araştırmanın ana kütlesini
Erzurum ilinde yaşayan otomobil sahibi kişiler oluşturmaktadır. Örnekleme
yöntemi olarak tesadüfi olmayan örnekleme yöntemlerinden kolayda örnekleme
yöntemi kullanılmıştır. Araştırmada veriler yüz yüze anket yöntemi kullanılarak
toplanmıştır. Toplamda 500 anket uygulanmış; eksik, yanlış ve hatalı anketlerin
elenmesi sonucu 408 anket değerlemeye alınmıştır. Yapılan anket neticesinde
elde edilen araştırma verileri, yapısal eşitlik modeli ile analiz edilmiştir. Çalışmanın
sonucunda yeşil aklamanın; yeşil güven, yeşil tatmin ve yeşil algılanan kalite
üzerinde negatif etkilerinin olduğu ortaya çıkarken yeşil güven, yeşil tatmin
ve yeşil algılanan kalitenin de yeşil ağızdan ağıza iletişimi pozitif yönde
etkilediği ve son olarak da yeşil ağızdan ağıza iletişimin ise yeşil marka
değerini pozitif yönde etkilediği belirlenmiştir.
Anahtar Kelimeler
Kaynakça
- ALTUNIŞIK, Remzi; COŞKUN, Recai; BAYRAKTAROĞLU, Serkan; YILDIRIM, Engin (2010). Sosyal Bilimlerde Araştırma Yöntemleri (SPSS Uygulamalı), Sakarya: Sakarya Yayıncılık AVCILAR, Mutlu Y. ve KÜLTER DEMİRGÜNEŞ, Banu (2017). “Devoloping Perceived Greenwash Index and Its Effect on Green Brand Equity: A Research on Gas Station Companies in Turkey.” International Business Research, 10(1), s.222–239. BAL, Emre (2012). Greenwashing (Yeşil Aklama) Nedir? Yeşiloloji, http://www.yesiloji.com/yesilhaber/greenwashing-yesil-aklama-nedir/, Erişim Tarihi: 16.10.2018. CHEN, Yu-Shan; TIEN, Wen-Pin; LEE, Yu-I; TSAI, Ming-Lun (2016). “Greenwash and Green Brand Equity.” Portland International Conference on Management of Engineering and Technology (PICMET), s.1797-1803. CHEN, Yu-Shan; LIN, Chang-Liang; CHANG, Ching-Hsun (2014). “The Influence of Greenwash on Green Word-of-Mouth (Green WOM): The Mediation Effects of Green Perceived Quality and Green Satisfaction.” Quality & Quantity, 48, s.2411-2425. CHEN, Yu-Shan; and CHANG, Ching-Hsun (2013). “Greenwash and Green Trust: The Mediation Effects of Green Consumer Confusion and Green Perceived Risk.” Journal of Business Ethics, 114, s.489–500. CHEN, Yu-Shan (2010). “The Drivers of Green Brand Equity: Green Brand Image, Green Satisfaction, and Green Trust.” Journal of Business Ethics, 93, s.307-319. HORIUCHI, Rina and SCHUCHARD, Ryan (2009). “Understanding and Preventing Greenwash: A Business Guide.” Board of Standards Review, s.1-39 LEE, Yu-I.; CHANG, Ching-Hsun; CHEN, Yu-Shan (2013). “The Influence of Novelty, Flexibility, and Synergy of Package Tours on Tourist Satisfaction: An Analysis of Structural Equation Modeling (SEM).” Quality & Quantity, 47(4), s.1869–1882. LYON, Thomas P. and MAXWELL, John W. (2011). “Greenwash: Corporate Environmental Disclosure under Threat of Audit.” Journal of Economics & Management, 20(1), s.3–4. LAUFER, William S. (2003). “Social Accountability and Corporate Greenwashing.” Journal of Business Ethics, 43(3), s.253–261. MARKHAM, David; KHARE, Anshuman; BECKMAN, Terry (2014). “Greenwashing: A Proposal to Restrict its Spread.” Journal of Environmental Assessment Policy and Management, 16(4), s.1–16. MEYDAN, Cem Harun ve ŞEŞEN, Harun (2011). Yapısal Eşitlik Modellemesi AMOS Uygulamaları. Ankara: Detay Yayıncılık NG, Pui Fong; BUTT, Muhammad Mohsin; KHONG, Kok Wei; ONG, Fon Sim (2014). “Antecedents of Green Brand Equity: An Integrated Approach.” Journal of Business Ethics, 121, s.203-215. PARGUEL, Béatrice; BENOIT-MOREAU, Florence; LARCENEUX, Fabrice (2011). “How Sustainability Ratings Might Deter ‘Greenwashing’: A Closer Look at Ethical Corporate Communication.” Journal of Business Ethics, 102(1), s.15–28. PELENK ÖZEL, Aybike (2015). “Çevresel Aktivizm, Halkla İlişkiler ve Yeşil Aklama Üzerine Kuramsal Bir Bakış.” Selçuk Üniversitesi İletişim Fakültesi Akademik Dergisi, 8(4), s.73-89. POLONSKY, Michael J.; GRAU, Stacy Landreth; GARMA, Romana (2010). “The New Greenwash? Potential Marketing Problems with carbon offsets.” International Journal Business Studies, 18(1), s.49–54. RAMUS, Catherine A. and MONTIEL, Ivan (2005). “When are Corporate Environmental Policies a Form of Greenwashing?” Business & Society, 44(4), s.377–414. YILDIZ, Yasin (2014). “Tüketici Davranışları Üzerinde Sosyal Medya Etkileri: Apple ve Samsung Örneği.” Kastamonu Üniversitesi İktisadi ve İdari Bilimler Dergisi, 4(2), s.5-15. YILMAZ, Veysel; ÇELİK, H. Eray; EKİZ, Erdoğan H. (2006). “Investigation of the Factors Affecting Loyalty to Organization Through the Structural Equation Modeling: Example From Private and Public Banks.” Anadolu University Journal of Marketing Studies, 2(2), s.171-184. ZIMMER, Mary R.; STAFFORD, Thomas F.; STAFFORD, Marla Royne (1994). “Green Issues: Dimensions of Environmental Concern.” Journal of Business Research, 30, s.63-74.
Ayrıntılar
| Birincil Dil | Türkçe |
|---|---|
| Bölüm | Makaleler |
| Yazarlar | |
| Yayımlanma Tarihi | 30 Eylül 2019 |
| Gönderilme Tarihi | 27 Haziran 2019 |
| Yayımlandığı Sayı | Yıl 2019 Cilt: 7 Sayı: 2 |
