In today’s marketing world, sustainability has become a necessity rather than a choice. These new dynamics, which transform marketing strategies through their environmental, social, and economic dimensions, enable businesses and brands to take stronger steps toward the future. Sustainable Marketing: Dynamics of the New Era is a comprehensive academic study that explores the adaptation of sustainability into marketing processes.

This book provides an in-depth analysis of sustainable marketing applications and innovative approaches across various fields. From sustainable advertising in digital marketing to green consumer trends, from AI-supported marketing strategies to green logistics and supply chain management, it examines the broad impact of sustainability on marketing.

In this context, different scholars have contributed to the examination of various aspects of sustainable marketing:

Şeyda Ok, in her study Sustainable Marketing: Conceptual Framework and New Trends, analyzed the fundamental principles of sustainable marketing, emerging trends, and the impact of social media on this process. Res. Asst. Dr. Sevi Baloğlu Sevinç and Assist. Prof. Mahmut Selami Akın, in Sustainability in Consumer Behavior: Green Consumption Tendency, evaluated green consumer behavior and the strategies businesses develop to encourage consumers to choose environmentally friendly products. Lecturer Gülşah Ayaz, in her study Green Purchasing Behaviors in Sustainable Consumption, examined the effects of green purchasing decisions on consumers and businesses’ green marketing strategies. Assist. Prof. Hilal Öztay Çağan, in Evaluation of Certified Forest Products in the Context of Sustainable Consumption, analyzed the significance of sustainability practices and certification processes in the forest products sector. Assist. Prof. Şirin Gizem Köse, in Sustainable Product and Brand Management, discussed key aspects for brands to develop sustainability-oriented strategies. Ezgi Gülay, in her study Sustainable Logistics and Green Supply Chain Management, explored how green supply chain management has become a necessity due to environmental concerns in the logistics sector. Res. Asst. İrem Zeynep Apaydın, in Sustainable Marketing on Social Media: Green Influencer Strategies, investigated the role of green influencers in promoting sustainable consumption habits on social media. Assoc. Prof. Dr. Esra Vona Kurt, in Sustainable Advertising in Digital Marketing: An Analysis on Mavi’s ‘All Blue’ Campaign, examined how digital marketing can integrate sustainable advertising through Mavi’s case study. Res. Asst. Muhammed Furkan Taşcı, in Sustainable Marketing with Artificial Intelligence: Smart Solutions and Data Analytics, analyzed the critical role of artificial intelligence in sustainable marketing processes. Dr. Mehmet Arif Tuncer, in Sustainability or Deception? The Fine Line Between Greenwashing and Sustainable Marketing, discussed the differences between genuine sustainable marketing and deceptive greenwashing strategies

This book serves as a comprehensive academic resource for scholars, marketing professionals, entrepreneurs, and anyone seeking to understand and integrate sustainability into marketing strategies. Designed as a guide for those aiming to place sustainability at the core of their business practices, it also offers valuable insights for companies striving to develop ethical and responsible approaches in marketing.

I extend my sincere gratitude to all the contributing authors and scholars who have played a role in the preparation of this book. It is hoped that this work will make a meaningful contribution to the field of sustainable marketing, providing both theoretical and practical insights. I wish all readers an informative and enriching reading experience.

Assoc. Prof. Dr. Kadir DELİGÖZ

Ataturk University