SÜRDÜRÜLEBİLİR PAZARLAMANIN ÜÇ FARKLI BOYUTU: KAVRAMSAL BİR ÇALIŞMA
THREE DIFFERENT DIMENSIONS OF SUSTAINABLE MARKETING: A CONCEPTUAL STUDY

Summary/Abstract: Increasing production and consumption with the industrialization period has caused ecological problems to come to the fore. The concept of sustainability has emerged as reasons such as environmental pollution, increase in the number of waste, and climate changes endanger future generations. This concept, which has become important in the field of marketing as in every field, has also been reflected in the marketing understanding of businesses. Sustainable marketing approach is a customer-oriented marketing approach and offers low-cost products and services that do not harm the environment. Sustainability consists of economic, social and environmental factors and ensures that products are consumed more efficiently. The concept of sustainable marketing has 3 different dimensions such as green marketing, social marketing and critical marketing. The aim of this study is to examine 3 different dimensions of sustainable marketing. At the same time, the benefits of this understanding to businesses will be mentioned.

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