İnşaat sektöründe sürdürülebilir pazarlama faaliyetleri üzerine bir inceleme
An investigation for implementing sustainable marketing activities in the construction sector
Yazar: ELİF BÜKE ERGEN
Danışman: DOÇ. DR. BEGÜM SERTYEŞİLIŞIK
İstanbul Teknik Üniversitesi / Fen Bilimleri Enstitüsü / Mimarlık Ana Bilim Dalı / Proje ve Yapım Yönetimi Bilim Dalı
Derece: Yüksek Lisans, 2018
Konu: Mimarlık = Architecture

Özet:
Artan nüfus yoğunluğu, buna bağlı olarak tüketimin artması ve yaşanan bir dizi çevresel olay çevrenin giderek kirlenmesine ve doğal kaynakların tükenmesine neden olmuştur. Bu gelişmelerle birlikte insanlar, toplumlar ve doğayı en çok kirleten unsurların başında gelen şirketler çevre konusunda birtakım önlemler almaya gerek duymuşlardır.
Dünya genelinde ekonomik gelişmenin temel lokomotifi olan inşaat sektörü çevreyi en fazla kirleten ve doğal kaynakları en çok kullanan sektörlerin başında gelmektedir. Bu nedenle inşaat sektöründe faaliyet gösteren şirketler çevreye karşı duyarlı olmalı ve çevreyi korumalı, doğal kaynakları bilinçli kullanmalı ve gelecek nesillere yaşanılabilecek bir dünya bırakmak için faaliyetlerini sürdürülebilirlik odağında şekillendirmelidir. Sürdürülebilirlik felsefesinin şirketin tüm faaliyetlerine adapte edilmesi sürdürülebilir pazarlama olarak adlandırılmaktadır.
Tez çalışmasının amacı inşaat sektöründe sürdürülebilir pazarlama faaliyetlerinin uygulanmasına yönelik bir inceleme yapmaktır. Tezin literatür araştırması için sürdürülebilir pazarlama kavramı ile ilgili çok sayıda ulusal ve uluslararası makale incelenmiş olup inşaat sektöründe sürdürülebilir pazarlama kavramı ile ilgili kaynakların oldukça az sayıda olduğu farkedilmiştir. 
Tez çalışması kapsamında tezin amacına yönelik dört hedef belirlenmiştir. Bu hedefler; inşaat sektöründeki şirketlerin uyguladıkları veya uygulamaları gereken sürdürülebilir pazarlama stratejilerinin belirlenmesi, inşaat şirketlerinin sürdürülebilir pazarlama faaliyetlerini tercih etme nedenleri, sürdürülebilir pazarlama faaliyetlerinin uygulanmasını engelleyen faktörlerin inşaat sektörü odaklı incelenmesi ve sürdürülebilir pazarlama faaliyetlerinin uygulanmasındaki kritik başarı faktörlerinin tespit edilmesidir.
Çalışma kapsamında alan araştırması yapılmış olup inşaat sektörü çalışanları bu tez çalışmasının örneklem kümesi olarak belirlenmiştir. Alan araştırması için hazırlanan anket formunu yurtiçi ve yurtdışından 54 kişi tamamlamıştır. Elde edilen verilerin güvenilirlik analizi ve soruların birbirlerine olan etkisini incelemek amacıyla analizler yapılmıştır. 
Alan araştırması sonucunda inşaat sektöründe faaliyet gösteren şirketlerin en iyi kalitede ürün ve projelerin müşterilere ulaştırılmasının, çevresel yönetim sistemlerinin şirket faaliyetlerinde kullanılmasının ve tüketici faydasının sürdürülebilirlik stratejilerin belirlenmesinde en önemli unsurlar olduğu tespit edilmiştir. İnşaat şirketlerinin sürdürülebilir pazarlama stratejilerini belirlerken coğrafi konumun da belirleyici unsur olduğu araştırma sonucunda görülmüştür. İnşaat sektöründe faaliyet gösteren şirketleri doğal çevreyi koruma dışında sürdürülebilir pazarlama faaliyetlerini seçmeye teşvik eden başlıca unsurlar ise sürdürülebilir gelişmenin öneminin giderek artması, marka imajı, sosyal sorumluluk, müşterilerden gelen talepler, şirketin çevresel hedefleri, bilinçli paydaşlar , sürdürülebilirlik faaliyetlerinin uzun vadede kar marjına olumlu etkisi olduğu gözlemlenmiştir. Araştırma kapsamında belirlenen bir diğer hedef olan sürdürülebilir pazarlama faaliyetlerinin uygulanmasını engelleyen faktörler incelendiğinde sürecin katılımcılar tarafından tam olarak özümsenememiş olması ve müşterilerde sürdürülebilirlik konusunda yeterli bilincin oluşmamış olması unsurları sıralanmaktadır.
Sürdürülebilir pazarlamanın şirketler tarafından başarıyla uygulanması için uyulması ve uygulanması gereken kritik başarı faktörlerinin pazarlama faaliyetlerini tasarım sürecinden itibaren sürece dahil edilmesi, şirket kültürü, bilinçli tüketiciler, bilinçli paydaşlar, sürdürülebilir tedarik zinciri, altyüklenici seçimi ve etkin pazarlama iletişimi gibi unsurlar olduğu belirlenmiştir.
Bu tez çalışmasının inşaat sektöründe faaliyet gösteren, çevresel endişelerle kendini çevreye karşı sorumlu hisseden, dünyaya olumlu katkıda bulunarak değer yaratmayı ve gelecek nesillere yaşanılabilir bir dünya bırakmayı hedefleyen şirketlere ve inşaat sektöründe sürdürülebilirlik ve sürdürülebilir pazarlama konularında akademik araştırma yapmakta olan kişilere faydalı olacağı düşünülmektedir.

Abstract:
Increasing population density and consequently an increase in consumption as well as a number of environmental events experienced have led to increasing environmental contamination and to depletion of natural resources. Along with these developments, people, communities and companies who are the most polluting elements in nature, have felt responsible for the environment and the need to take some measures. 
The construction sector, which is the main locomotive of economic development around the world, is one of the sectors that pollutes the environment the most and use natural resources the most.  For this reason, companies operating in the construction sector should be sensitive to the environment and should shape all their activities in the sustainability focus to protect the environment, consciously use natural resources and leave a world that is suitable for living by future generations should be aware of their responsibility to the environment instead of adopting a cost-based, profit-oriented management approach only.  The approach of adapting the philosophy of sustainability to all activities of the company is called sustainable marketing. 
The aim of the thesis work is to conduct an investigation of the implementation of sustainable marketing activities in the construction sector.  A large number of studies have been analyzed on the concept of sustainable marketing for the thesis and it has been realized that the resources related to the concept of sustainable marketing in the construction sector are rather limited. 
Within the scope of the thesis study, four goals for the purpose of the thesis were determined;
•	Determination of sustainable marketing strategies implemented or should be implemented by companies in construction sector,
•	The reasons for sustainable marketing activities is preferred by construction companies, 
•	Examination of the factors that prevent the implementation of sustainable marketing activities with a focus on construction sector,
•	Identification of the critical success factors in the implementation of sustainable marketing activities. 
Literature research has been carried out according to the thesis goals. An examination of the implementation of sustainable marketing activities. Approximately 200 national and international articles, journals, books, internet pages, master's and doctoral thesis were searched for the goals of the thesis within the scope of literature search which is one of the research methods of the thesis study.
Field research was carried out within the scope of the study and construction sector employees were identified as a sample set of this thesis study. 54 people from Turkey and abroad completed the questionnaire prepared for the field research. Analyzes were conducted to examine the reliability of the obtained data and the effect of the questions on each other. 
The questtionnaire consists of two parts with 29 questions in total. In the first part, questions have been prepared to obtain information about the participant profile. These questions include the name of the participating company, how many years of experience the company has in the construction sector, the position of the survey participant in the company, the company's expertise in the construction sector (housing, education, healthcare facilities, tourism, public affairs, airports, industrial structures, road- , infrastructure, etc.), the regions where the company operates its activities, the company's experience in sustainable marketing, and whether the company has obtained any sustainability certificates. In the second part of the questionnaire, sustainable marketing tools are need to use by the companies in the construction sector, sustainability performance, reasons for choosing sustainable marketing, sustainable marketing activities, factors that impede the implementation of sustainable marketing activities, sustainable marketing strategies of companies, critical success factors in the implementation of sustainable marketing activities project types and sustainable marketing tools preferred by companies.
As a result of the field survey, it has been determined that in delivering the best quality products and projects to customers, the use of environmental management systems in company activities and consumer benefits are the most important elements in determining sustainability strategies for the companies operating in the construction sector.
Based on the results of the analysis of the survey data, it has been determined that the company's sustainable marketing experience, sustainability goals, sustainability performance, sustainable marketing strategies affect the sustainability activities of companies operating in the construction sector.
It has been observed by field research results that geographical location is taken into consideration while construction companies have defined sustainable marketing strategies. 
It was observed the main factors that encourage companies operating in the construction sector to choose sustainable marketing activities in addition to protect environment are:
•	The increasing importance of sustainable development, 
•	Brand image, 
•	Social responsibility, 
•	Customer demands, 
•	Environmental targets of the company, 
•	Conscious stakeholders, 
•	Long term profit maximization, 
•	Increasing competitiveness of companies' sustainability activities have. 
Also based on the field research, according to project types, the preference of companies for sustainable marketing activities has changed.
Another goal identified in the research is that the factors that impede the implementation of sustainable marketing activities are the fact that process is not fully absorbed by the participants and there is no consciousness about sustainability in the customers. Also the lack of awareness of environmental protection and sustainability in customers, require a serious investment in order to improve customer's economic level, lack of knowledge and sustainable marketing methods are the factors that impede the sustainable marketing activies.
Critical success factors that must be followed and enforced for successful implementation of sustainable marketing by companies include the inclusion of marketing activities from the design process into the process, corporate culture, conscious consumers, conscious stakeholders, sustainable supply chain, subcontracting choice and effective marketing communications. Other factors related to the critical success factors for successful implementation of sustainable marketing in the construction sector are the locations where the company operates, the company's sustainable marketing experience, sustainability objectives, sustainability performance, reasons for choosing sustainable marketing, sustainable marketing activities and strategies, factors that hinder marketing and advantages of sustainable marketing.
Considering the findings obtained as a result of the thesis work, the suggestions developed for the companies operating in the construction sector are listed in the following:
•	Companies in the construction sector should be aware of their responsibility towards the environment and should adopt sustainable marketing activities with a holistic management approach.
•	Sustainable communication activities that ensure environmental awareness in society should be emphasized.
•	Companies should have a vision and mission clearly defined in environmental and sustainability issues and should be adopted by all stakeholders.
•	Customer satisfaction should always be prioritized. To this end, the public relations department of companies should increase their activities on sustainability issues.
•	Companies should have environmental management standards such as ISO 14000.
•	In order to carry out the sustainable marketing activities, companies should recruit experts and sustainable marketing teams.
•	Companies should be aware of all the benefits that sustainable marketing activities will provide to companies in the future of their own and society.
•	The financial and environmental benefits of cost increase due to sustainability criteria should be explained to customers in detail through effective sustainable marketing communication.
•	Trainings should be organized to raise awareness of all stakeholders on sustainability.
•	All stakeholders should be involved in the process from the design process of the projects.
•	The green building certification process should not be focused solely on marketing, but on the whole process, with emphasis on people and the environment.
•	Innovation and research & development work should be given importance and necessary investments should be made in this respect.
•	Attention should be paid to the sustainability criteria in the selection of subcontractors and suppliers.
•	In order for a successful sustainable marketing approach to be adopted and implemented by companies operating in the construction sector, sustainable marketing channels need to be used effectively.
•	Sustainability related items should be added to the contracts.
It is believed that this thesis study will be useful for companies operating in the construction sector, who are responsible for creating environmentally-responsible, positive contribution to the world and who want to create a livable world for future generations and those who are doing academic research on sustainability and sustainable marketing in the construction sector.