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

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

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.

16.6.2021 | Ahmet Tuz, Begum Sertyesilisik | Volume: 8 | Issue: 1 | Pages: 85-100 | 10.13060/23362839.2021.8.1.525
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