Investigating Green Marketing Implementation with the Hedonic Price Model in Residential Projects: The Case of Istanbul

Q2 Social Sciences

Critical Housing Analysis Pub Date : 2021-06-01 DOI:10.13060/23362839.2021.8.1.525

A. Tuz, B. Sertyesilisik

引用次数: 1

Abstract

The strategic importance of green marketing (GM) in value creation for the end customer (VCEC) and the contribution of the spatial and structural characteristics of a residential project (RP) to the final price have been acknowledged in the literature. However, GM features that can lead to price increases have not been evaluated from the VCEC perspective. This study examines the impacts of GM strategies on RPs. This study applies Hedonic Price Modelling to newly built RPs in Istanbul and evaluates the results from the perspective of the Attractive Quality Attributes Theory. The results showed that the total price of the RPs was affected more by design-related sustainable features of RPs and revealed that there is a relationship between GM and sustainable design. The study highlights the importance of GM, which companies can use to operate effectively in a competitive market and increase the satisfaction of end customers through value creation. The study’s findings can be considered useful information for policies on creating a sustainable built environment.

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基于赫多尼克价格模型的住宅项目绿色营销实施研究——以伊斯坦布尔为例

绿色营销(GM)在为最终客户创造价值(VCEC)中的战略重要性以及住宅项目(RP)的空间和结构特征对最终价格的贡献已在文献中得到承认。然而，通用汽车的特点，可能导致价格上涨没有从VCEC的角度进行评估。本研究探讨了转基因策略对rp的影响。本研究将享乐价格模型应用于伊斯坦布尔新建rp，并从吸引力质量属性理论的角度对结果进行评价。结果表明，设计相关可持续特征对产品总价的影响更大，表明通用汽车与可持续设计之间存在一定的关系。该研究强调了通用汽车的重要性，公司可以利用通用汽车在竞争激烈的市场中有效运营，并通过价值创造提高最终客户的满意度。研究结果可为制定可持续建筑环境的政策提供有用的资料。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Critical Housing Analysis Social Sciences-Sociology and Political Science

CiteScore

2.70

自引率

0.00%

发文量

期刊介绍： Critical Housing Analysis is a peer-reviewed academic journal focusing on critical and innovative housing research. The journal was launched in January 2014 and publishes two online issues annually. Critical Housing Analysis is published by the Institute of Sociology of the Czech Academy of Sciences. Critical Housing Analysis aims to provide on-line discussion space for researchers who come up with innovative, critical and challenging ideas and approaches in housing-related research. The unique function of this journal is to facilitate rapid feedback on critical and innovative ideas and methods developed by housing researchers around the world. We are especially keen to publish papers that provide: 1.Innovations in methods, theories and practices used in housing-related research. We especially welcome papers applying original research strategies (such as, mixed and interdisciplinary methods) and international comparisons with a strong sense for contextual and institutional differences. Papers should provide new and fresh research perspectives allowing a deeper understanding of housing markets, policies and systems. Innovations need to be justified but they could be “work in progress”, i.e. their findings may not yet have been fully verified. 2.Critiques of assumptions, methods and theories used in housing-related research. Such critical evaluations must be well-founded (empirically or by consistently logical argument) and convincing. However, there is no particular need to provide a solution to the problems that have been identified. 3.Critiques of applied housing practices and policies in particular cultural and institutional contexts, especially for those countries that are less represented in mainstream housing policy discourse. The critical assessment of policies must be analytical, should propose new perspectives and lead to wider policy implications.