The effect of sustainable marketing activities of businesses on consumer purchasing intention: A study on academics

Technological developments, increasing world population and excessive consumption habits cause the world's natural resources to be depleted rapidly. As a result, the natural resource reserves that humanity will leave to future generations will face the danger of decrease or even extinction. Humanity needs to take precautions today in order to transfer the natural resources that future generations will need to future generations. In order to take these importance, it will be possible by spreading the sustainability to the whole social field. In this regard, the most important task undoubtedly falls on businesses that produce goods and services that people need. All the goods and services produced by the enterprises with a sustainable understanding and in all stages from the production stage to the consumption stage must contain sustainable elements. The effectiveness of the marketing strategy, which is especially effective in the purchasing preferences of consumers, is of vital importance in terms of spreading sustainability to the social sphere. It is important to determine whether an effective sustainable marketing approach is effective in consumer purchase intention. In this context, the main purpose of this study is to determine whether the sustainable marketing understanding of enterprises is effective on purchase intention. In particular, it is very important to determine the purchasing intentions of university faculty members who train qualified personnel, business owners, managers and policy makers of future generations for sustainable marketing practices. According to the findings obtained as a result of this study carried out on 307 academic staff working at Adıyaman University; No significant difference was found between gender and marital status, and the sub-dimensions of sustainable marketing practices and purchase intention of enterprises. However, a significant difference was found between the title and age variable and the sub-dimensions of sustainable marketing practices and purchase intention of the enterprises. However, it was concluded that the environmental and social sub-dimensions had a positive and significant effect on the purchase intention, while the economic sub-dimension did not.