Determining the Mediating Role of Energy Conservation on the Effect of Social Marketing on Green Organizational Behavior

Abstract

The concern for development and economic continuity leads businesses to uncontrolled growth. Organizations that try to offer the expectations of consumers with the most appropriate goods and services think that they should operate responsibly as well as being socially sensitive. Businesses that act in an environmentally friendly and environmentally sensitive manner engage in green organizational behavior. In this direction, they are in an effort to save energy by using less energy. In line with all these the present study aims to determine the mediating role of energy saving in the effect of social marketing on green organizational behavior. In this context, the sample consisting of health institutions operating in the service sector in Istanbul was determined. A questionnaire form consisting of scales was applied in order to collect the data required for the analysis of the process. As a result of the factor analysis, their validity was determined. As a result of the analysis in the statistical program, it was found that social marketing has an effect on green organizational behavior and energy saving plays a mediating role in this process. In line with these results obtained in a positive direction, such activities to be carried out by businesses are effective in the service sector.