Abstract

Nowadays, the increase in many problems such as rapid population growth, environmental pollution, depletion of natural resources, climate changes, economic crises, and the increase in social inequality has raised the importance of sustainability even more. In order to leave a fairer, more prosperous and livable world to future generations, it is very important for businesses to understand sustainable marketing and for consumers to realize sustainable consumption with environmental awareness. The aim of this study is to reveal the effects of sustainable marketing activities on consumers' environmental awareness and sustainable consumption behaviors also the relationships between these variables within the framework of a model. In the study, convenience sampling and online survey methods were used and a sample size of 404 people was reached. In the analysis of the data, exploratory factor analysis, reliability analysis, confirmatory factor analysis and structural equation modeling analyzes were used. As a result of the research, a positive relationship between sustainable marketing and sustainable consumption; a positive relationship between sustainable marketing and environmental awareness, and a positive relationship between environmental awareness and sustainable consumption has been determined. Moreover, it has been detected that environmental awareness has a mediating effect on the relationship between sustainable marketing and sustainable consumption.