Green Marketing Perception: A Study on Konya Automot?ve Supplier Industry

Abstract

Environment is, of vital importance to all living things. Destruction of environment means destruction of the life itself. Previosly the sources like weather, water, soil were assumed to be unlimited but either by individuals or as a result of incorrect use of businesses, they have begun to be contaminated and eventually there has been a reduction of sources as a natural result. One of the biggest and most important problem of the present century we are living in is global warming that is highly related with environment. The surveys having been kept since 1800 ‘s indicate that, there has been a strong decrease of global warming that negatively affects the life of living things. Scietists declare the high decrease of temperature in the past 50 years has shown visible negative effects on human life. The perception of environment with this global warming issue has forced modern consumer to behave in a more explotary, conscious and selective way. In return, businesses with the required sensitivity of being a socio_economic entitiy have started shown awareness to environment and have modified their service and production and have changed their strategy from traditional to green marketing. In this article, an overview of green marketing concept is studied and green marketing is compared with traditional marketing. In the last section, a survey to measure the perception of green marketing among the businesses in Konya Automotive supply industry is presented with the results and outcomes of this survey.

DOI: 10.5901/mjss.2013.v4n10p758