FBE- Mimarlık Lisansüstü Programı - Doktora
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Sustainable Development Goal "Goal 11: Sustainable Cities and Communities" ile FBE- Mimarlık Lisansüstü Programı - Doktora'a göz atma
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ÖgeA conceptual model for lean and green marketing in the housing industry(Graduate Institute, 2021) Tuz, Ahmet ; Sertyeşilışık, Begüm ; 675497 ; MimarlıkThe construction industry, which is classified as a service industry, contributes greatly to the economies of developed and developing countries. Similarly, the Turkish construction industry contributes to Turkey's economy and to its Gross Domestic Product. The environmental degradation (e.g., global warming and the nature's deterioration faster than its regeneration rate), humanity's own environmental footprints as well as the environmental footprints of the industries endanger the future of humanity. Considering the construction industry in this context, besides its contributions to the economy, the construction industry draws attention due to its environmental footprint at the global level. Reducing the environmental footprint of the construction industry's outputs such as the built environment and building materials, evaluating construction project processes in the light of environmental factors and within the scope of sustainability can support the increase in the sustainability performance of the construction industry. Attempts to reduce environmental footprint in all industries can have potential contribute to the customer satisfaction. In recent years, there has been an increase in the customer demand and customer satisfaction in industries that offer sustainable and environment-friendly products/services. As supply and demand balance is achieved under the free market conditions, the environmental footprint of the relevant industries can be reduced and the contribution of the industry to the economy can be increased under this equilibrium condition. Reducing the environmental footprint of the construction projects through environment-friendly green construction projects can contribute to meeting the demand in the construction market. Achieving this balance highlights the need to support the sustainability performance of all processes of construction project management and of the construction project supply chain management based on the sustainable management philosophies. Integration of the lean construction management philosophy into the construction project management processes can result in an increase in the sustainability performance of construction projects. Adaption of the lean construction management principles to the construction project supply chain processes can enable the supply chain to be re-planned to meet the expectations of its end customers and to establish sustainable relationships among stakeholders throughout this supply chain. Green marketing is an important management tool to reduce the environmental footprint of the construction industry. Integration of the green marketing tools and strategies into the construction supply chain management process, which is redesigned through integration of lean construction management into the process, can allow minimization of the environmental footprint of construction project management processes and increasing the sustainable performance of the supply chain. The adaptation of lean and green marketing practices to the Turkish housing industry can support establishment of the customer-oriented supply chain and create a potential for positive acceleration in the housing industry to maintain the supply-demand balance with sustainable approaches. Achieving the balance of supply and demand in the housing industry can enable companies that adopt lean and green marketing to gain competitive advantage and increase their brand value. This thesis aims to develop a conceptual model for lean and green marketing in the construction industry. The objectives of this research are to: review marketing, lean and green in the construction industry, investigate the current scope of the marketing mix implementation in the housing industry, evaluate the current scope of the lean and green marketing practices in the housing industry, and determine the appropriate business-to-customer and business-to-business green marketing mix tools for stakeholders of construction supply chain (e.g., suppliers, designers and construction firms) from the mass marketing and niche marketing perspectives. With the aim and objectives specified, following the literature review, website analysis, hedonic price modelling, and questionnaire survey were performed. Based on the three staged structured literature review the gaps in the literature were identified. The literature review was performed to determine the state-of-the-art of the marketing studies in the construction industry, the effects and contributions of marketing on management strategies as well as the effects of lean and green marketing strategies on the sustainability performance of the construction supply chain. The marketing strategies of companies operating in the Turkish housing industry were examined to evaluate the current implementation of the lean and green marketing in the Turkish housing industry. Two staged research method was conducted to investigate the current scope of the marketing mix application in the Turkish construction industry. In the first stage, qualitative secondary data analysis was implemented to analyze the data collected from the Turkish Statistical Institute. The results of this first stage were evaluated as input to the identification of the Turkish construction companies' websites in the second stage. 325 websites were examined through random sampling method. According to the results, it was observed that there is a lack of implementation of the lean and green marketing and traditional marketing mix implementation in the Turkish construction industry. Hedonic price modelling was used to describe the applications of lean and green marketing strategies on housing project attributes that affect the sale price the most. 8040 newly built on sale residential project advertisement were assessed based on the data gathered from the real estate agent's website. The findings revealed that the effects of sustainable design criteria on the price stands out and that these sustainable design criteria, which affect the sales price the most, were insufficient to meet the lean and green marketing mix criteria. A questionnaire survey was applied to determine lean and green marketing mix tools for the housing industry as well as to determine the expectations of the potential customers from the Turkish housing industry. The data of 556 questionnaires were subjected to suitability and validity analysis in SPSS 23.0 program and the data were modeled with the structural equation model. Participants were categorized according to the Turkish socio-economic classification criteria. The models were evaluated for the Turkish housing industry separately according to the niche marketing criteria based on the socio-economic classification criteria and mass marketing. The examinations resulted in 16 lean and green marketing mix tools that can be applied to the Turkish housing industry. These 16 lean and green marketing mix tools were identified as marketing mix tools that can be applied as business-to-customer lean and green marketing mix tools. In addition, marketing mix tools were modeled separately from the business-to-business perspective for suppliers, designers and construction companies that would be included in the housing projects' supply chain. Moreover, internal marketing plans were created to enable each stakeholder to reflect the lean and green marketing mixes to their marketing strategies. As a result, 6 new marketing tools (i.e., green efficacy, green harmony, green proven benefits, green convenience, green confirmation, green proven context) were introduced to the green marketing literature. This thesis is expected to be useful to researchers in the relevant field and to guide proffessionals (i.e., suppliers, designers, construction firms) who are operating or willing to operate in the housing industry to enhance their lean and green marketing practices. Moreover, this thesis is expected to pave the way of the further studies to improve lean and green marketing in the construction industry.
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ÖgeArchitectural retrofit of educational buildings towards nearly zero energy and cost optimal levels considering the life cycle and occupant comfort(Institute of Science and Technology, 2020) Ferdos Moazzen, Nazanin ; Tanaçan, Leyla ; Mimarlık Anabilim DalıThe thesis research is going to be one of the pioneer studies about school buildings' environmental impacts during their life cycle in Turkey and provide a basis for further analysis and studies. The study will be a base for further research. According to research conducted all over the world, it is known that the current fossil energy resources will be inadequate to meet energy demand in the next decades and that the share of buildings in total energy consumption is very high. The main aim of the thesis study is to focus on the Life Cycle Energy Consumption (LCEC) and the Life Cycle Cost (LCC) efficiency of educational buildings in different climatic regions of Turkey, considering the comfort conditions. Analyses on LCEC and LCC efficiency of a project was conducted in order to generate a reference model, which can represent large-scale educational projects in different climate of Turkey.