THE CONCEPT OF GREEN MARKETING AND BRAND PRACTICES IN THE CONTEXT OF SUSTAINABILITY

Authors : V Özlem Akgün, Rumeysa Bütüner

Pages : 38-56

View : 103 | Download : 139

Publication Date : 2025-01-03

Article Type : Review Paper

Abstract :In In the fierce competition conditions of the modern age, the survival of businesses is possible only if they develop strategies for social issues such as sustainability and green marketing and implement these strategies effectively. It is extremely difficult for businesses to survive in today\\\'s marketing world without being sensitive to nature and the environment and focusing on long-term social interests rather than short-term interests. From past to present, there have been quite radical changes in the consumer profile. The consumers of this age act much more consciously in their purchasing activities and tend to prefer products that do not harm the environment and nature. In other words, the new consumer profile prefers the products of enterprises that show social marketing sensitivity in their purchasing decisions, and wants the products produced to be safer in terms of environmental protection in the ecosystem. Customers who prefer businesses that cause less pollution and produce more recyclable products demand more use of renewable resources in production. Consumers who have become more conscious about harming the environment tend to purchase products that have the least or no harm to the environment when purchasing goods and services, and they reflect their environmental concerns in their purchasing behavior. For all these reasons, many businesses that want to reach more customers and develop customer loyalty focus on continuing their activities with goals such as protecting the environment, reducing harmful wastes, producing environmentally sensitive policies, reducing personal carbon footprint, and developing green products to prevent environmental pollution. All these objectives are within the scope of green marketing activities, which are among the prominent ones among modern marketing approaches. Within the scope of this study, the concept of green marketing is theoretically analyzed in different aspects and sample activities of businesses implementing green marketing are included.
Keywords : Sustainability, Green marketing, Consumer, Brand