Perception of stakeholders upon green marketing activities – An implementation of cement sector

In recent years, environmental responsibility of companies has been widely discussed by stakeholders due to the rapid increase of problems related to the ecological environment. For 20 years, "green marketing" concept has emerged along with environmental issues came into question in term of companies and stakeholders. As different from conventional marketing, Green Marketing covers the protection of environment, natural life and resources, while meeting the customer requests and needs. In this study, it is aimed to measure the perceptions of stakeholders on the implementation of green marketing and determine the relationship between competitive performance and green marketing activities. For this purpose, data was collected by a method of survey from two most important stakeholder groups (employers and customers) of a company that operates in the cement industry. SPSS 19.0 was used to analyze the data. As a result of research, it is stated that the awareness of employers is higher about green marketing implementation of company and most of the customers have no idea about these implementation