THE INNOVATION EFFECTS ON GREEN MARKETING STRATEGIES

Abstract

In this study, it is aimed to reveal the positive or negative effects of the strategies to be followed during the implementation of innovation (new ideas) on green marketing strategies to be applied within the scope of environmental protection awareness. For this purpose, a survey was conducted with the CEOs and managers of the environmental protection, marketing, HR, production or R & D departments of the companies located in Ankara city center. The findings obtained as a result of the analysis made according to the innovation strategies, it is seen that there is no significant difference according to the variables of the managers' gender, marital status and income level. In addition, it is seen that there is no significant difference between administrators' age and educational status variables. The findings obtained as a result of the analysis made according to green marketing, it is seen that there is no significant difference according to the variables of gender, marital status and income level of the managers. In addition, it is seen that there is no significant difference between the age and educational status variables of the administrators.