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GREEN MARKETİNG APPLİCATİONS IN SPORTS: AN EXAMPLE ADİDAS BRAND

Year 2023, Volume: 12 Issue: 4, 516 - 527, 20.10.2023

Ali Çevik

https://doi.org/10.22282/tojras.1316734

Abstract

There are many issues that have become global problems in today's world. These topics are; global warming, environmental degradation, habitat destruction, air-water pollution and resource depletion. Various solutions must be produced to overcome these emerging problems. Therefore, there is a need for factors that will benefit our environment. One of these needs is green practices. In this study, it is aimed to reveal the main and connotative meanings of the messages intended to be given to the consumer in the green marketing applications of Adidas, which is an important brand in the global sports industry. Working group; The videos that the Adidas brand presents to consumers through social networks create green marketing applications. The sample consisted of 4 videos within the scope of green marketing applications. Purposive sampling method was used to determine the sample. Purposive sampling is a qualitative research technique that enables the identification and selection of information-rich facts in order to use the limited resources as effective and efficient way. Purposive sampling method involves identifying individuals or communities who have knowledge and experience of the subjects of interest. "Qualitative Research Model" was used in the study. In the study, the "Document Analysis" technique was performed as a data collection tool. These documents include all kinds of information, visual, audio and written material data, which are among the objectives of the study. The first of the findings discussed; Adidas' Floating Tennis Court in the Great Barrier Reef, second; Augmented Reality Experience for Oceans, third; Stan Smith is Forever, and the fourth is Run for the Oceans. The data obtained within the scope of the study was examined by using the semiotic analysis table created according to Peirce's Triple Semiotic Model and Barthes' Two Levels of Signification. In conclusion; It is thought that the Adidas brand carries out green marketing practices within the scope of social and social responsibility in various parts of the world in order to provide superiority in global competition, to strengthen its brand image and to increase brand awareness.

Keywords

Sports industry green marketing semiotics Adidas brand

References

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SPORDA YEŞİL PAZARLAMA UYGULAMALARI: ADİDAS MARKASI ÖRNEĞİ

Year 2023, Volume: 12 Issue: 4, 516 - 527, 20.10.2023

Ali Çevik

https://doi.org/10.22282/tojras.1316734

Abstract

Günümüz dünyasında küresel sorunlar haline gelen birçok konu bulunmaktadır. Bu konular; küresel ısınma, çevresel bozulma, habitat tahribatı, hava-su kirliliği ve kaynakların tükenmesi gibi unsurlar olarak karşımıza çıkmaktadır. Ortaya çıkan bu problemlerin üstesinden gelebilmek için de çeşitli çözümlerin üretilmesi gerekmektedir. Dolayısıyla çevremize yarar sağlayacak etkenlere ihtiyaç duyulmaktadır. Bu ihtiyaçlardan birisi de yeşil uygulamalardır. Araştırmada, küresel spor endüstrisinde önemli bir marka olan Adidas'ın yeşil pazarlama uygulamalarında tüketicilere vermek istediği mesajların içerik yönünden düz ve yan anlamlarının ortaya çıkarılması amaçlanmıştır. Çalışma grubunu; Adidas markasının yeşil pazarlama uygulamalarını sosyal ağlar aracılığı ile tüketicilere sunduğu videolar oluşturmaktadır. Örneklemi ise yeşil pazarlama uygulamaları kapsamında yer alan 4 tane video oluşturmuştur. Örneklemin belirlenmesinde amaçlı örneklem yöntemi kullanılmıştır. Amaçlı örnekleme, eldeki sınırlı kaynakları en etkin ve verimli bir şekilde kullanabilmek için bilgi açısından zengin olan olguların belirlenebilmesi ve seçilebilmesini sağlayan bir nitel araştırma tekniğidir. Amaçlı örnekleme yöntemi, ilgilenilen konular hakkında bilgi sahibi ve deneyimi olan kişilerin ya da toplulukların tanımlanabilmesini içermektedir. Çalışmada “Nitel Araştırma Modeli” kullanılmıştır. Çalışmada veri toplama aracı olarak “Doküman İncelemesi” tekniği uygulanmıştır. Bu dokümanlar, çalışmanın hedefleri arasında yer alan her türlü bilgi, görsel, işitsel ve yazılı materyal verilerini kapsamaktadır. Ele alınan bulguların birincisi; Great Barrier Reef denizinde Adidas’ın Yüzen Tenis Kortu, ikincisi; Okyanuslar için Artırılmış Gerçeklik Deneyimi, üçüncüsü; Stan Smith Daima, dördüncüsü ise Okyanuslar için Koş’dan oluşmuştur. Çalışma kapsamı çerçevesinde elde edilen veriler; Peirce’nin Üçlü Semiotik Modeli ve Barthes'in İki Anlamlandırma Düzeyi’ne göre oluşturulan göstergebilim analiz tablosunda incelenmiştir. Sonuç olarak; Adidas markasının, küresel rekabette üstünlüğü sağlayabilmek, marka imajını güçlendirebilmek ve marka farkındalığını arttırabilmek için toplumsal ve sosyal sorumluluk kapsamında yer alan yeşil pazarlama uygulamalarını dünyanın çeşitli yerlerinde gerçekleştirdiği düşünülmektedir.

Keywords

Spor endüstrisi yeşil pazarlama göstergebilim Adidas markası

References

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  • Brakhas, H., HemmatiNezhad, M., & Izanloo, Z. (2020). Investigating the effect of green marketing on the behavioral intentions of consumers of sports brands with the mediating role of social responsibility and brand preference. Sports Marketing Studies, 1(2), 50-26. https://www.doi.org/10.34785/j021.2020.128
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  • De Oca, J. M., Mason, S., & Ahn, S. (2022). Consuming for the greater good:“Woke” commercials in sports media. Communication & Sport, 10(6), 1165-1187. https://doi.org/10.1177/2167479520949283
  • Devi Juwaheer, T., Pudaruth, S., & Monique Emmanuelle Noyaux, M. (2012). Analysing the impact of green marketing strategies on consumer purchasing patterns in Mauritius. World Journal of Entrepreneurship, Management and Sustainable Development, 8(1), 36-59. https://doi.org/10.1108/20425961211221615
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  • Elden, M., Ulukök, Ö., ve Yeygel, S. (2005). Şimdi Reklamlar (1. Baskı, ss.68). İletişim Yayınları.
  • Er, P. H. (2013). Girişimcilik ve yenilikçilik kavramlarının iktisadi düşüncedeki yeri: Joseph A. Schumpeter. Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, (29), 75-85.
  • Golafshani, N. (2003). Understanding reliability and validity in qualitative research. The Qualitative Report, 8(4), 597-607.
  • Grimmer, M., & Bingham, T. (2013). Company environmental performance and consumer purchase intentions. Journal of Business Research, 66(10), 1945-1953. https://doi.org/10.1016/j.jbusres.2013.02.017
  • Guo, R., Tao, L., & Gao, P. (2014). The research on greenwashing brands rebuilding strategies and mechanism of brand trust after biochemical and other pollutions. Biotechnology, 10(9), 3270-3279.
  • Hsieh, Y.C. (2012). Hotel companies environmental policies and practices: a content analysis of their web pages. International Journal of Contemporary Hospitality Management, 24(1), 97-121. https://doi.org/10.1108/095961112
  • Huang, C., & Chen, Y. (2022). How to enhance the green ınnovation of sports goods? micro-and macro-level evidence from China’s manufacturing enterprises. Frontiers in Environmental Science, 9(809156), 1-20. https://doi.org/10.3389/fenvs.2021.809156
  • Jones, P., Hillier, D., & Comfort, D. (2014). Sustainability in the global hotel industry. International Journal of Contemporary Hospitality Management, 26(1), 5-17. http://dx.doi.org/10.1108/IJCHM­10­2012­0180
  • Kang, S., & Hur, W. M. (2012). Investigating the antecedents of green brand equity: a sustainable development perspective. Corporate Social Responsibility and Environmental Management, 19(5), 306-316. https://doi.org/10.1002/csr.281
  • Kayabaşı, A., ve Demirağ, F. (2023). Pazarlama alanında yapılan nitel araştırmaların geçerlilik ve güvenirlik incelemesi. Business Economics and Management Research Journal, 6(1), 1-17. https://doi.org/10.58308/bemarej.1202157
  • Kellison, T. B., & Kim, Y. K. (2014). Marketing pro-environmental venues in professional sport: planting seeds of change among existing and prospective consumers. Journal of sport management, 28(1), 34-48. https://doi.org/10.1123/jsm.2011-0127
  • Kiani, M. S., Nazari, L., & Bahrami, S. (2021). Investigating the effect of psychographic and demographic variables on the purchase of sports products (case study of green purchase of sports goods). Research in Sport Management and Marketing, 2(2), 51-61. Doi: 10.22098/RSMM.2021.1318
  • Martínez, P. (2015). Customer loyalty: exploring its antecedents from a green marketing perspective. International Journal of Contemporary Hospitality Management, 27(5), 896-917. https://doi.org/10.1108/IJCHM-03-2014-0115
  • Mays, N., & Pope, C. (2000). Assessing quality in qualitative research. Bmj, 320(7226), 50-52. https://doi.org/10.1136/bmj.320.7226.50
  • McCullough, B. P., Orr, M., & Kellison, T. (2020). Sport ecology: conceptualizing an emerging subdiscipline within sport management. Journal of Sport Management, 34(6), 509-520. https://doi.org/10.1123/jsm.2019-0294
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  • Miles, M. B., Huberman, A. M., & Saldaña, J. (2014). Qualitative Data Analysis: A Methods Sourcebook. 3rd.
  • Mishra, P., & Sharma, P. (2014). Green marketing: challenges and opportunities for business. BVIMR Management Edge, 7(1), 78-86.
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There are 57 citations in total.

Details

Primary Language Turkish
Subjects Sports Activity Management
Journal Section Research Article
Authors

Ali Çevik 0000-0002-3664-6626

Publication Date October 20, 2023
Published in Issue Year 2023 Volume: 12 Issue: 4

Cite

APA Çevik, A. (2023). SPORDA YEŞİL PAZARLAMA UYGULAMALARI: ADİDAS MARKASI ÖRNEĞİ. The Online Journal of Recreation and Sports, 12(4), 516-527. https://doi.org/10.22282/tojras.1316734
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