Selçuk Üniversitesi Akşehir Meslek Yüksekokulu Sosyal Bilimler Dergisi

Abstract

In recent years, production and consumption processes have changed structurally; we see that natural resources are limited and ecological balance is under threat. However, studies have been conducted explaining that the world's population is increasing rapidly, which, combined with the climate change crisis, tells us that the near future of the world is in danger. It is known that natural resources are used unlimitedly in industrial production processes that have been going on for about a hundred years. While this unlimited use has created an abundance of goods and services in the market, it is also vital for the continuation of humanity; water, soil, wood, oxygen, etc. It also caused unconscious consumption of natural resources. It is a well-known fact that trademarks need to consider social sensitivities in order to maintain their presence in the market, in short, both to protect their market shares and to create new markets. In this process, one of the important issues on the agenda of trademarks; Considering social sensitivities, they focused on the 'environmentally friendly' production of products and developed innovative approaches. It is seen that the concept of green marketing has started to take place in the literature since the 1990s. The basis of green marketing is the understanding of marketing products that are believed to be 'environmentally friendly' to the society. It is seen that the basis of this understanding is the concept of 'green product'. Green labeling, in other words, 'eco-label', is used when the product is 'green' and meets the target groups who prefer to buy 'green products'. However, in all these three concepts, it is observed that there is a confusion of concept and scope in all stakeholders. Therefore, the aim of this research is; to examine the concepts of green marketing, green product and eco-label from a broad perspective with the literature review method.