Sustainable Marketing: A Conceptual Study

The concept of sustainability, which was first defined by the World Conservation Union (IUCN) in 1982, can be defined as a conscious management system that should be use defficiently by considering the next generation of resources in the world and should be analyzed in terms of quantity and characteristics. Based on this definition, sustainable marketing approach; It can be explained as a way of providing customer-centered, environmentallyconscious, cost-effective, solution-oriented and value-based goods or services that care about society's value judgments. Changing and developing environmental conditions direct the enter prises to different marketing approaches. Inparticular, the increase in the level of awareness of the customers and the development of the questioning parties has led to the emergence of sustainable marketing concept. In this study, the concept of sustainability, sustainable development and sustainable consumption were examined and the general framework of sustainable marketing approach was tried to be drawn