CONSUMER-CENTRIC SUSTAINABILITY: STRATEGIES FOR INTEGRATING ETHICAL PRACTICES IN MARKETING AND ORGANIZATIONAL POLICIES

Authors : Emre Nalçacıgil

Pages : 770-797

View : 53 | Download : 66

Publication Date : 2025-09-29

Article Type : Research Paper

Abstract :The shift of sustainability from an outside issue to fundamental corporate management has driven changes in products people buy, business relationships, and organizational makeup. The research explores consumer-driven sustainability and ethical marketing strategies to determine their influence on buying patterns, brand relations, and corporate environmental initiatives. A mixed-method approach was employed, combining quantitative surveys involving 1,200 participants with qualitative expert interviews (n=25) and focus groups (6 groups, n=48). The survey utilized adapted scales to measure consumer attitudes, trust, loyalty, and purchasing intentions. SEM and regression analysis revealed that ethical marketing and transparent communication are significant predictors of brand trust and loyalty. This survey indicates that 68.2% of consumers choose products from brands that actively announce sustainability commitments, but 38.8% have concerns about greenwashing. Governments should prioritize transparent sustainability communication because it builds trust between businesses and consumers and leads to stronger brand loyalty (58.3%), demonstrating the need for ethical marketing. Future investigations may study how sustainability-based programs affect organizations over extended periods and identify how modern technologies can aid businesses in displaying their sustainability initiatives transparently.
Keywords : Etik Pazarlama, Tüketici Odaklı Markalaşma, Marka Güveni, Greenwashing (Yeşil Aklama), Paydaş Teorisi, Değer Temelli Pazarlama, Kurumsal Sosyal Sorumluluk (KSS), Sürdürülebilir İş Stratejileri, Tüketici Davranışı.

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