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Environment and Sustainability

Edited By Celil Aydin and Burak Darici

The fact that environmental issues, which cause a significant externality within global goods, have gained a global dimension, necessitated more concrete steps for challenging with environmental issues. At this point, efforts to reduce environmental issues and protect the environment have been on the axis of sustainability. This book contains theoretical and empirical researches written by academicians and researches in the field of environment and sustainability. In the contributions, the macro dimensions of environmental pollution such as economic growth, health sector and technological development are examined. In addition to these, the contributors deal with micro dimensions such as consumption, marketing, accounting and firm behavior both in theory and empirically.

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The Green Brand Equity in terms of Environment and Sustainability

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Introduction

The significant awareness on environment and sustainability that has started to develop in the society because of environmental pollution and waste of resources resulting from the increasing industrial activities in the world (Chen, 2008: 531; Chen, 2011: 384) has brought up the subject to the priority agenda of the enterprises again with its current concepts. In addition to legal regulations, the enterprises are forced to carry out sustainable and environmental friendly practices that regard the needs of future generations so that they can develop effective responses to changing consumer demands (Chen and Chai, 2010: 28). Turning it into an opportunity becomes strategically important, and green, ecological or sustainable marketing used in similar meanings in the literature implies a continuously increasing value for most of the sector. With the spread of environmental problems since the early 1990s, the increase in environmental attitudes of consumers foregrounds innovative environmental friendly marketing activities and business models that are in compliance with green tendencies (Chang and Chen, 2014: 1755). It is remarkable that a serious discussion ground has been established regarding the expected necessity for these practices to become integrated with all of the strategies of the enterprises in the near future. It is often emphasized that the enterprises are affected seriously by green consumer behaviors, and it is discussed that 70 % of the consumers pay attention to environmental issues in their shopping behaviors (Wagner, 2005: 1).

In traditional terms, green marketing includes all kinds of marketing...

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