Green advertising, which started to come to the fore in the 1970s, increased in importance towards the end of the 1980s; it is a type of advertisement that becomes more popular day by day and expresses sensitivity to the environment and nature. Advertising activities that convey that nature-friendly products are produced and marketing processes are carried out for the protection of nature are called green advertising.
With the ease of access to information around the world, the awareness of consumers, and the formation of a more sensitive social environment, sensitivity to the use of scarce resources in nature has come to the fore. Institutions; have started to take care to act in a natural and environment-friendly manner at various stages of the marketing process such as the production, pricing, packaging, and distribution of a product. The effect of marketing the products on the scarce resources in nature is tried to be minimized. Thus, efforts are made for the protection of nature and the sustainability of nature.
Green advertising is an important issue for institutions to protect their reputations. It has become very difficult for an institution that harms nature and the environment to survive in the market. Today's individuals pay attention to conscious marketing activities and strive not to harm nature.
In addition, alternatives such as recycling and renewability are used in the production and even promotion processes of the products in green advertising, and incentives are provided for practices in this direction. Recently, green moves have started to be made in the promotional stages of marketing processes. Commercial films shot with electricity produced from solar energy can be given as an example of this situation. It is an inevitable fact that the importance of green will increase day by day. Institutions in commercial activities; benefit from green advertising practices to protect the world they live in and to leave a beautiful world to future generations by ensuring sustainability. These practices bring some advantages to the institution as well as striving for nature. It ensures the establishment of intangible values such as a positive image, sympathy, and loyalty between the target audience and the institution.
Resources:
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Köksal, U. D. and Ulusu, Y. (2012). Yeşil Reklama Yönelik Tutum: Üniversite Öğrencileri Üzerine Bir Uygulama. Yaşar Üniversitesi E-Dergisi, 7(27) , 4642-4669.
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Çavuşoğlu, S. (2021). Yeşil Reklam ve Yeşil Marka Farkındalığın Yeşil Müşteri Tatmini Üzerindeki Etkisi: Yeşil Satın Alma Davranışının Aracılık Rolü. Gaziantep University Journal of Social Sciences, 20(3), 1355-1374.
