GREEN MARKETING

Abstract

The depletion of natural resources threatens the future of the world. Unconscious use of products, leaving waste to nature and wasting natural resources, together with the production and consumption concept of today, necessitate the emergence of new environmentally friendly approaches. The fact that conscious consumers are sensitive to the environment has caused businesses to act sensitively. Businesses have also tended to offer environmentally friendly products and services, both to meet the demands of consumers and with the influence of various non-governmental organizations. It is a fact that businesses, which have been operating in various activities from the past to the present, have adverse effects on the natural environment, such as the destruction of living spaces, climate change, environmental pollution, and carbon emissions. Therefore, the green marketing approach, which does not harm natural habitats, does not cause environmental pollution and allows the development of recyclable production methods, has recently come to the fore. Green marketing is the marketing of environmentally friendly products and services. It includes many practices such as producing products that do not harm the environment, adopting sustainable business strategies, using recyclable packages and focusing on modern marketing strategies. Green marketing is a marketing approach that enables businesses to reach their goals and is adopted and appreciated by society, considering consumers' sensitivity to the environment. In this study, firstly, the concept of green marketing and the development process of green marketing is emphasized. Then, the green marketing approach, the green marketing mix, the reasons why businesses prefer green marketing, the importance of green marketing strategies are mentioned and green marketing examples and commonly used green marketing labels in Turkey and the world are explained.