Abstract
Abstract. In this study, it was aimed at investigating the sustainability-themed advertisements of companies in depth. Thus, the contents of 52 printed or electronic advertisements in which there were items about sustainability, constituted the scope of the research. In the study, in-depth and critical document review technique which is one of the qualitative research methods was used. Moreover, quantitative analysis was conducted for the frequencies of data coded via quantitative research. In terms of data analysis, Nvivo 8 and SPSS 16.0 programs were used. In the end of the research, environmental, social and economic solution proposals were identified via nodes and tree-diagrams, and these solution proposals were compared with the type of the organization. In this regard, it was determined that profit organizations make more sustainability proposals than non-profit organizations. Furthermore, it was found that there was significant relation between type of the organization and sustainability dimensions of its advertisements.
Keywords. Sustainability, Sustainability advertisement, Environmental sustainability, Social sustainability, Economic sustainability.
JEL. M10, M14, Q56.References
Balderjahn, I., Buerke, A., Kirchgeorg, M., Peyer, M., Seegebarth, B., & Wiedmann, K.P. (2013). Consciousness for sustainable consumption: scale development and new insights in the economic dimension of consumers’ sustainability, AMS Review, 3(4), 181-192. doi. 10.1007/s13162-013-0057-6
Banerjee, S., Gulas, C.S., & Iyer, E. (1995). Shades of green: A multidimensional analysis of environmental advertising, Journal of Advertising, 24(2), 21-31. doi. 10.1080/00913367.1995.10673473
Benli, T., Karaosmanoğlu, K., & Taş, Ö. (2017). Çalışan Bireylerin Yeşil Ürün Reklamlarına Yönelik Tutumlarını Etkileyen Faktörlerin Demografik Özelliklerine Göre Farklılıkları. BMIJ, 5(4), 235-256. doi. 10.15295/bmij.v5i4.194
Capriotti, P., & Moreno, A. (2007). Corporate citizenship and public relations: The importance and interactivity of social responsibility issues on corporate websites. Public Relations Review, 33(1), 84-91. doi. 10.1016/j.pubrev.2006.11.012
Dillard, J., Dujon, V., & King, M.C. (2008). Understanding The Social Dimension of Sustainability. Routledge.
Dönmez-Polat, D. (2017). Sürdürülebilirlik Bakış Açısı ile İşletme, in I. Mendeş-Pekdemir (Ed), İşletmelerde Sürdürülebilirlik Dinamikleri, (pp.34-56), İstanbul: Beta.
Falkenbach, H., Lindholm, A.L., & Schleich, H. (2010). Environmental Sustainability: Drivers for the Real Estate Investor, Journal of Real EstateLiterature, 18(2), 201-223.
Feldman, D.L. (2000). Public Confidence in Cybersystems: Issues and Implications for Sustainability, International Political Science Review, 21(1), 23-42. doi. 10.1177/0192512100211002
Frankental, P. (2001). Corporate social responsibility–a PR invention?. Corporate Communications: An International Journal, 6(1), 18-23. doi. 10.1108/13563280110381170
Gabzdylova, B., Raffensperger, J.F., & Castka, P. (2009). Sustainability in the New Zealand wine industry: drivers, stakeholders and practices. Journal of Cleaner Production, 17(11), 992-998. doi. 10.1016/j.jclepro.2009.02.015
Giddings, B., Hopwood, B., & O'brien, G. (2002). Environment, economy and society: fitting them together into sustainable development. Sustainable Development, 10(4), 187-196. doi. 10.1002/sd.199
Goodland, R. (1995). The concept of environmental sustainability. Annual Review of Ecology and Systematics, 26(1), 1-24.
Haytko, D.L., & Matulich, E. (2008). Green Advertising and Environmentally Responsible Consumer Behaviors: Linkages Examined. Journal of Management and Marketing Research, 1(1), 1-11.
Jackson, T. (2005). Motivating sustainable consumption. Sustainable Development Research Network, 29(1), 30-40.
Kalaycı, Ş. (2010). SPSS Uygulamalı Çokdeğişkenli İstatistik Teknikleri (Vol. 5). Ankara, Turkey: AsilYayınDağıtım.
Koçoğlu, M.(2017). Sürdürülebilirlik çerçevesinde insan kaynakları yönetimi, in Işıl Mendeş-Pekdemir (ed), İşletmelerde Sürdürülebilirlik Dinamikleri (pp.179-207), İstanbul: Beta.
Kuşat, N. (2012), Sürdürülebilir işletmeler için kurumsal sürdürülebilirlik ve içsel unsurlar, Afyon Kocatepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 14(2), 227-242.
Labuschagne, C., Brent, A.C., & Van Erck, R.P. (2005). Assessing the sustainability performances of industries. Journal of cleaner Production, 13(4), 373-385. doi. 10.1016/j.jclepro.2003.10.007
McGartland, A.M., & Oates, W.E. (1985). Marketable permits for the prevention of environmental deterioration. Journal of Environmental Economics and Management, 12(3), 207-228. doi. 10.1016/0095-0696(85)90031-2
Menlik İ. (2013) İş Dünyasında Sürdürülebilirlik Neden Önemli, Kalkınmada Anahtar Verimlilik Dergisi, 293.
Neuman, W. L. (2013). Social Research Methods: Qualitative and Quantitative Approaches. Pearson Education.
Rowe, A., & Bansal, T. (2013). Ten steps to sustainable business in 2013. Ivey Business Journal Online, 1.
Stern, N., Peters, S., Bakhshi, V., Bowen, A., Cameron, C., Catovsky, S., ... & Edmonson, N. (2006). Stern Review: The Economics of Climate Change, Vol. 30. London: HM treasury.
Sulkowski, A.J. (2015). City SustainabilityReporting: An Emerging & Desirable Legal Necessity. PaceEnvtl. L. Rev., 33, 278.
Turan, A. (2017a). Çevreci davranış ve örgüt kültürü, in I. Mendeş-Pekdemir (ed), İşletmelerde Sürdürülebilirlik Dinamikleri, (pp.94-139), İstanbul: Beta.
Turan A. (2017b)Çevreci inovasyon ve yaratıcılık, in I. Mendeş-Pekdemir (ed), İşletmelerde Sürdürülebilirlik Dinamikleri, (pp.140-178), İstanbul: Beta.
Tilman, D., & Clark, M. (2014). Global diets link environmental sustainability and human health. Nature, 515(7528), 518-522. doi. 10.1038/nature13959
Tüm, K. (2014). Kurumsal sürdürülebilirlik ve muhasebeye yansımaları: Sürdürülebilirlik muhasebesi. Akademik Yaklaşımlar Dergisi, 5(1), 58-81.
Wüstenhagen, R., & Bilharz, M. (2006). Green energy market development in Germany: effective public policy and emerging customer demand. Energy Policy, 34(13), 1681-1696. doi. 10.1016/j.enpol.2004.07.013
Valdes-Vasquez, R., & Klotz, L. (2010). Incorporating the social dimension of sustainability into civil engineering education, Journal of Professional Issues in Engineering Education & Practice, 137(4), 189-197. doi. 10.1061/(ASCE)EI.1943-5541.0000066
Yalur, E. (2014). Türkiye’deki sosyal sorumluluk kampanyalarının reklam grafiği açısından değerlendirilmesi, Master's thesis, İstanbul Arel Üniversitesi Sosyal Bilimler Enstitüsü, Istanbul.
Zinkhan, G. M., &Carlson, L. (1995). Green advertising and the reluctant consumer. Journal of Advertising, 24(2), 1-6. doi. 10.1080/00913367.1995.10673471
