The effect of sustainable marketing strategies on consumers' purchase intentions in terms of sustainability in the circular economy

This thesis aims to examine the effect of sustainable marketing on consumers' purchasing intentions in a circular economic system. In recent years, increasing environmental problems, the risk of resource depletion, and changes in consumer awareness have led businesses to adopt sustainability-based marketing approaches. In other words, the traditional marketing approach is being replaced by a sustainable marketing approach. In this context, the effects of the environmental, social, and economic dimensions of sustainable marketing on purchase intention have been investigated. A quantitative method was adopted for this study. The population of the study consists of individuals living in Batman province. Data were collected from 301 individuals living in Batman province using a survey method. The data obtained were analysed using the SPSS 27.0 program; reliability, validity, and regression analyses were applied. The findings revealed that the overall structure of sustainable marketing has a statistically significant and positive (β = 0.731, p < .001) effect on purchase intention. Additionally, the findings showed that the sub-dimensions of sustainable marketing environmental (β = 0.638, p < .001), social (β = 0.690, p < .001), and economic (β = 0.667, p < .001) have statistically significant and positive effects on consumers' purchase intention. This study contributes to the theoretical literature by examining the relationship between sustainable marketing and purchase intention from a holistic perspective, while also providing practical recommendations for businesses to develop sustainability-based marketing strategies.