Impact of the Environment-Friendly Activities of Brands on Brand Preference

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As an useful approach, company as a society organizations rather than to benefit only themselves has recently come into prominence. Environmentally friendly practices of companies are increasing within many activities in the context of social responsibility. The aim of this study is to examine the impact of the environmental activities of companies in the framework of physical (packaging, raw materials of the product, etc.) as well as marketing campaigns (eg, the press announcement of the environmental protection) on the Turkish consumers’ perceptions and brand preferences. Using survey techniques, a field study was conducted on consumers, and data will be analyzed statistically and interpreted. In line with analysis findings, a conceptual model to preference of eco-friendly brands has been developed.

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Environment , Friendly Activities , Brand Preference , Consumer Attitude

Ege Academic Review (EAR)

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Ege Academic Review (EAR)