Today, rapidly advancing technological developments all over the world have not only made communication easier, but also made global competition tougher. In order to maintain their current market position and become stronger in these competitive conditions, businesses have developed innovative strategies to differentiate the goods and services they offer. It is also important for businesses to develop innovative strategies in line with sustainability principles that do not cause social and environmental problems while taking advantage of the conveniences brought by technology. Especially the applicability of sustainability principles is of great importance in order to leave a livable world to future generations.  Sustainability is an approach that covers not only environmental but also economic and social dimensions. Therefore, the sustainability understanding of businesses should not only be a short-term profitability target, but also a lifestyle process that can be applied continuously, taking into account the needs of future generations, taking into account the long-term effects.

It can be said that marketing is an important tool for businesses in line with these long-term goals. As a matter of fact, businesses can establish sustainable relationships with the social and natural environment through marketing strategies, use resources effectively in production and consumption processes, and minimize environmental impacts. Sustainable retailing can be a way for businesses to easily implement these marketing strategies. With sustainable retailing, the long-term welfare of both businesses and society is taken into consideration and an environmentally friendly trade approach is created.

As a result, through sustainable retailing, businesses try to reduce the environmental impact of products throughout their life cycle by offering environmentally friendly products. Thus, negative social and environmental impacts are minimized, positive impacts are maximized and environmentally friendly products and services are sold.