THE MEDİATİNG ROLE OF BRAND LOYALTY İN THE EFFECT OF GREEN MARKETİNG ON ENVİRONMENTAL SUSTAİNABİLİTY

Mehmet Emin Keke

Article Details

THE MEDİATİNG ROLE OF BRAND LOYALTY İN THE EFFECT OF GREEN MARKETİNG ON ENVİRONMENTAL SUSTAİNABİLİTY

Authors:

Mehmet Emin Keke

Publisher:

Gumushane University

Main Topics:

İletişim Çalışmaları

Journal:

Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi Vol.13 Issue 2, pp.1511-1541

Document Type:

Article

Publication Date:

9/2025

Document Language:

Turkish

Document ID (Org No.):

2001359878

pISSN:

2146-3301

Keywords:

Abstract:

 This study aims to examine the effect of green marketing on environmental sustainability and to investigate the mediating role of brand loyalty in this relationship. With the global prioritization of sustainable development goals, the adoption of environmentally friendly strategies by businesses and the impact of these strategies on consumer perceptions have gained increasing importance. In this context, the study analyzes how green marketing activities contribute to environmental sustainability perceptions and how this relationship is shaped through brand loyalty. The research was conducted using a quantitative approach and the relational screening model. Within the scope of the research, necessary permissions were obtained from the Istanbul Gelişim University Ethics Committee with the meeting decision dated 09.02.2024 and numbered 2024-02. Data were collected through a questionnaire administered to 390 administrators principals and vice principals working in private schools in Istanbul. The sample was selected through convenience sampling, and the data were analyzed using SPSS 24.0. Descriptive statistics, t-tests, ANOVA, correlation, and multiple regression analyses were performed. The analysis results show that green marketing has a significant and positive effect on both brand loyalty and environmental sustainability. Furthermore, brand loyalty was found to be a statistically significant predictor of environmental sustainability, and it plays a partial mediating role in the relationship between green marketing and environmental sustainability. The findings reveal that consumers perceptions of environmental sustainability are influenced not only by green marketing activities but also by the emotional attachment they develop with brands. This indicates a symbiotic relationship between brand loyalty and sustainability awareness. Additionally, demographic variables such as gender, age, and professional experience were found to cause significant differences in these perceptions. The study emphasizes the necessity of integrating green marketing and brand loyalty when developing sustainability-oriented brand strategies.

 This study aims to examine the effect of green marketing on environmental sustainability and to investigate the mediating role of brand loyalty in this relationship. With the global prioritization of sustainable development goals, the adoption of environmentally friendly strategies by businesses and the impact of these strategies on consumer perceptions have gained increasing importance. In this context, the study analyzes how green marketing activities contribute to environmental sustainability perceptions and how this relationship is shaped through brand loyalty. The research was conducted using a quantitative approach and the relational screening model. Within the scope of the research, necessary permissions were obtained from the Istanbul Gelişim University Ethics Committee with the meeting decision dated 09.02.2024 and numbered 2024-02. Data were collected through a questionnaire administered to 390 administrators principals and vice principals working in private schools in Istanbul. The sample was selected through convenience sampling, and the data were analyzed using SPSS 24.0. Descriptive statistics, t-tests, ANOVA, correlation, and multiple regression analyses were performed. The analysis results show that green marketing has a significant and positive effect on both brand loyalty and environmental sustainability. Furthermore, brand loyalty was found to be a statistically significant predictor of environmental sustainability, and it plays a partial mediating role in the relationship between green marketing and environmental sustainability. The findings reveal that consumers perceptions of environmental sustainability are influenced not only by green marketing activities but also by the emotional attachment they develop with brands. This indicates a symbiotic relationship between brand loyalty and sustainability awareness. Additionally, demographic variables such as gender, age, and professional experience were found to cause significant differences in these perceptions. The study emphasizes the necessity of integrating green marketing and brand loyalty when developing sustainability-oriented brand strategies.

 This study aims to examine the effect of green marketing on environmental sustainability and to investigate the mediating role of brand loyalty in this relationship. With the global prioritization of sustainable development goals, the adoption of environmentally friendly strategies by businesses and the impact of these strategies on consumer perceptions have gained increasing importance. In this context, the study analyzes how green marketing activities contribute to environmental sustainability perceptions and how this relationship is shaped through brand loyalty. The research was conducted using a quantitative approach and the relational screening model. Within the scope of the research, necessary permissions were obtained from the Istanbul Gelişim University Ethics Committee with the meeting decision dated 09.02.2024 and numbered 2024-02. Data were collected through a questionnaire administered to 390 administrators principals and vice principals working in private schools in Istanbul. The sample was selected through convenience sampling, and the data were analyzed using SPSS 24.0. Descriptive statistics, t-tests, ANOVA, correlation, and multiple regression analyses were performed. The analysis results show that green marketing has a significant and positive effect on both brand loyalty and environmental sustainability. Furthermore, brand loyalty was found to be a statistically significant predictor of environmental sustainability, and it plays a partial mediating role in the relationship between green marketing and environmental sustainability. The findings reveal that consumers perceptions of environmental sustainability are influenced not only by green marketing activities but also by the emotional attachment they develop with brands. This indicates a symbiotic relationship between brand loyalty and sustainability awareness. Additionally, demographic variables such as gender, age, and professional experience were found to cause significant differences in these perceptions. The study emphasizes the necessity of integrating green marketing and brand loyalty when developing sustainability-oriented brand strategies.

 Bu çalışma, yeşil pazarlamanın çevresel sürdürülebilirlik üzerindeki etkisini incelemeyi ve bu ilişkide marka bağlılığının aracılık rolünü araştırmayı amaçlamaktadır. Sürdürülebilir kalkınma hedeflerinin küresel düzeyde öncelik kazanmasıyla birlikte, işletmelerin çevre dostu stratejiler benimsemesi ve bu stratejilerin tüketici algısı üzerindeki etkileri giderek daha fazla önem kazanmaktadır. Bu bağlamda araştırmada, yeşil pazarlama faaliyetlerinin çevresel sürdürülebilirlik algısına olan katkısı ve bu ilişkinin marka bağlılığı aracılığıyla nasıl şekillendiği analiz edilmiştir. Araştırma, nicel araştırma yöntemleri çerçevesinde, ilişkisel tarama modeli kullanılarak yürütülmüştür. Araştırma kapsamında 09.02.2024 tarihli ve 2024-02 sayılı toplantı kararıyla İstanbul Gelişim Üniversitesi Etik Kurulundan gerekli izinler alınmıştır. Veriler, İstanbuldaki özel okullarda görev yapan 390 yönetici müdür ve müdür yardımcısı ile yapılan anket uygulamasıyla elde edilmiştir. Kolayda örnekleme yöntemiyle toplanan veriler SPSS 24.0 programı aracılığıyla analiz edilmiş; betimleyici istatistiklerin yanı sıra t-testi, ANOVA, korelasyon ve çoklu regresyon analizleri gerçekleştirilmiştir. Analiz sonuçlarına göre, yeşil pazarlamanın hem marka bağlılığı hem de çevresel sürdürülebilirlik üzerinde anlamlı ve pozitif etkisi bulunmaktadır. Ayrıca, marka bağlılığının çevresel sürdürülebilirlik üzerinde istatistiksel olarak anlamlı bir yordayıcı olduğu ve yeşil pazarlamanın çevresel sürdürülebilirlik üzerindeki etkisinde kısmi bir aracılık rolü üstlendiği tespit edilmiştir. Elde edilen bulgular, tüketicilerin çevresel sürdürülebilirlik algılarının, yeşil pazarlama faaliyetleri kadar marka ile kurdukları duygusal bağlılık düzeyinden de etkilendiğini ortaya koymaktadır. Bu durum, marka sadakati ile sürdürülebilirlik duyarlılığı arasında simbiyotik bir ilişki olabileceğine işaret etmektedir. Aynı zamanda, demografik değişkenlerin cinsiyet, yaş, mesleki deneyim vb. bu algılar üzerinde anlamlı farklar oluşturduğu görülmüştür. Çalışma, sürdürülebilirlik odaklı marka stratejilerinin oluşturulmasında yeşil pazarlamanın ve marka bağlılığının birlikte ele alınması gerektiğini vurgulamaktadır.

Article Details

THE MEDİATİNG ROLE OF BRAND LOYALTY İN THE EFFECT OF GREEN MARKETİNG ON ENVİRONMENTAL SUSTAİNABİLİTY

Authors:

Mehmet Emin Keke

Publisher:

Gumushane University

Main Topics:

İletişim Çalışmaları

Journal:

Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi Vol.13 Issue 2, pp.1511-1541

Document Type:

Article

Publication Date:

9/2025

Document Language:

Turkish

Document ID (Org No.):

2001359878

pISSN:

2146-3301

Green marketing

Brand loyalty

Environmental sustainability

Mediation effect

Consumer behaviorYeşil pazarlama

Marka bağlılığı

Çevresel sürdürülebilirlik

Aracılık etkisi

Tüketici davranışları

Issues

Article Details

Authors: Mehmet Emin Keke

Publisher: Gumushane University

Main Topics: İletişim Çalışmaları

Journal: Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi Vol.13 Issue 2, pp.1511-1541

Document Type: Article

Publication Date: 9/2025

Document Language: Turkish

Document ID (Org No.): 2001359878

pISSN: 2146-3301

Issues

Authors:

Mehmet Emin Keke

Publisher:

Gumushane University

Main Topics:

İletişim Çalışmaları

Journal:

Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi Vol.13 Issue 2, pp.1511-1541

Document Type:

Article

Publication Date:

9/2025

Document Language:

Turkish

Document ID (Org No.):

2001359878

pISSN:

2146-3301