Political and social suggestions of market segments for sustainability from theory of planned behavior perspective

The way that the people can live a good life and leave the livable world to the next generations goes through the sustainability. Every human being deserves to live in an environment appropriate to the quality of life standards with all other living things. In this sense, people, who are known as the most pollutant, take the responsibility to ensure, keep and improve the corresponding conditions. Therefore, it is crucial for individuals to understand the sustainability concept and put into practice. Along with these lines, the primary objective of this study is to determine variables affecting individuals' environmental behavior and political and social suggestions of environment-oriented market segments for sustainability. The second objective of this study is to make an inference about the acceptance of Aarhus Convention which is also included in the 2023 goals of Turkey. For primary purpose, incorporating internal and external factors, market segment profiles, political and social expectation variables into the research model established within the framework of Planned Behavior Theory, is tested and verified. Following this, the market segmented and the order importance of political and social instruments for sustainability was determined and suggestions were made in this direction. The Aarhus Convention which taking the individual into the center on the solution of environmental issues was examined, the effective role of the individuals in the environmental solution process was highlighted and suggestions were made regarding the national and international environmental policies of Turkey. Key words: Sustainability, Environmental Behavior, The Theory of Planned Behavior, Environmentalist Market Segments, Political and Social Suggestions, The Aarhus Convention.