The increasing technological developments and the increase in the number of people cause people's consumption habits to change. Along with rapid consumption, it is observed that there is also a rapid consumption of resources available in nature. The decrease in resources and the increasing environmental and air pollution due to population growth have started to seriously threaten both nature and living things. Both people and businesses have begun to attach importance to the concepts of "Sustainability" and "Green" in order to ensure the continuity of human life, to prevent the depletion of resources for future generations, and to ensure that future generations can live a healthy life. Sustainability is defined as a system that ensures that human needs are transferred to future generations without harming the environment and protecting natural resources (Şen, 2022, p.392). In sustainable consumption, which is aimed to be achieved through methods such as efficient use of resources, recycling of energy, and using waste materials in a new product after various processes, the product, brand, packaging, price, promotion, in other words, all marketing mixes support this change. While businesses meet unlimited human demands and needs, they support the concepts of green and sustainability by producing durable products that are used for a long time, paying attention to the recyclability of the materials used in the products, and ensuring that the energy used in the factories is used as little as possible. Consumers who are sensitive to the environment and nature meet their demands and needs by purchasing products from businesses that are as sensitive as they are. Businesses that support sustainability and green purchasing also use this as a strategy and get ahead of their competitors.