ÇAYKUR Çalışanlarının Perspektifinden Ekonomik Sürdürülebilirliğin Marka İmajı ve Güvenine Etkisi
DOI:
https://doi.org/10.63556/tisej.2025.1552Anahtar Kelimeler:
ekonomik sürdürülebilirlik- sürdürülebilir pazarlama- çalışan algısı- marka imajı- marka güveni- duygusal marka imajı- ÇAYKURÖzet
Sürdürülebilirlik, şirketlerin sadece kâr odaklı hedeflerin ötesine geçerek toplumsal, çevresel ve ekonomik sorumlulukları bütüncül bir şekilde ele almalarını gerektiren stratejik bir öncelik haline gelmiştir. Bu bağlamda sürdürülebilir pazarlama uygulamaları, özellikle iç paydaşlar arasında güven, aidiyet ve sadakat gibi olumlu duyguların gelişmesine katkı sağlamaktadır. Bu çalışma, Türkiye’nin önde gelen çay üreticilerinden ÇAYKUR’un yürüttüğü ekonomik sürdürülebilirlik uygulamalarının çalışanlar tarafından nasıl algılandığını ve bu algıların marka imajı ile marka güveni üzerindeki etkilerini incelemektedir. Araştırmada, 462 çalışandan elde edilen veriler AMOS 22, SPSS 27.0 ve Process Macro v4.3 yazılımları ile analiz edilmiştir. Bulgular, ekonomik sürdürülebilirlik algısının duygusal marka imajını olumlu yönde etkilediğini ve bu imajın, marka güveni üzerinde hem doğrudan hem de aracılık yoluyla anlamlı bir etki oluşturduğunu ortaya koymuştur. Sonuçlar, çalışanların markayla duygusal bağ kurduklarında, sürdürülebilirlik girişimlerinin marka güveni algısını güçlendirmede daha etkili olduğunu göstermektedir.
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Telif Hakkı (c) 2025 Üçüncü Sektör Sosyal Ekonomi Dergisi
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