gender differential paper IJCRB

ijcrb.webs.com
JUNE 2011
INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS VOL 3, NO 2
has started to develop co-operation with each other to seek common solutions to
environmental problems. In the 1980’s environmental issues had dominated the world.
Since the 1980’s there have been a progressive increase in consumer environmental
consciousness, as increasing kinds of environmental problems put a strong impact on all
forms of life. Specifically, society in general regarded business as the source of variety of
environmental problems. In particular, the concept of sustainable development more and
more has an important place and this led businesses to adopt sustainable green strategies.
In our country, Turkey, environmental awareness and environmental marketing
activities is increasing rapidly in recent years. In businesses advertising messages, product
packaging, manufacturing strategies and in many other different areas which do not harm the
environment and strategies to protect the natural balance of the results began to appear in
daily life routine.
Many of the articles assign that, marketing science is one of the most important
elements to create sustainable relationship between ecology and industry, and also among the
people of the world. All of these developments revealed the concept of “Green Marketing”
and this concept has come to an important place in marketing literature.
2. THE CONCEPT OF GREEN MARKETING
True definition of green marketing is quite difficult. Yet defining green marketing is
not a simple task. Indeed the terminology used in this area has varied, it includes: Green
Marketing, Environmental Marketing and Ecological Marketing. Up to date, the studies
carried out under a multi-title but now these are carried out under the heading of green
marketing (Chammorro, 2009). While green marketing came into prominence in the late
1980s and early 1990s, it was first discussed much earlier. Description must be compatible in
the formations of time changes. Terms like Phosphate Free, Recyclable, Refillable, Ozone
Friendly, and Environmentally Friendly are some of the things consumers most often
associate with green marketing (Polonsky, 1994). Today’s some of green concept may lose
its importance year after year. For instance, saving bulbs firstly introduced as
environmentally friendly in the world; however, in the light of today’s technology,
unfortunately it is accepted as a hazardous substance that damage to human health.
Today’s green marketing experts define green marketing as “A holistic management
process which is responsible for identifying the needs of consumers and the community as
profitable and sustainable manner and also it is responsible for forecasting and satisfaction
these needs” (Annick, 2004). Also, according to the American Marketing Association
definition, green marketing is a science that analysis on marketing studies about pollution
and it analysis advantages and disadvantages of energy consumption and consumption of
exhaustible resources (Uydacı, 2002). In general, green marketing approach is a marketing
activity that businesses more realized the importance of natural environment (Tarhan, 1996).
Furthermore, according to the Oxford University Business Dictionary definition of green
marketing is as follows; “Green marketing approach can be define as if businesses do its
production, promotion, and distribution activities firstly in order to be the benefit of
environment, it is called as green marketing.” (Oxford, 2002).
There is growing interest among the consumers all over the world regarding
protection of environment. Worldwide evidence indicates people are concerned about the
environment and are changing their behavior. As a result of this, green marketing has
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