Green marketing in the understanding of sustainable development

Green marketing stands out as a strategy that supports environmental sustainability goals by offering environmentally friendly products and services. Green marketing allows businesses to both demonstrate their environmental sensitivity and gain economic competitive advantage. Within the scope of this strategy, practices such as environmentally friendly packaging, innovative production processes, recycling and reducing carbon footprint are widely used. As a result, green marketing strategies have become an important part of sustainable development by offering environmental, economic and social benefits together. These strategies, which especially increase consumers' environmental sensitivity and support the spread of environmentally friendly products, also contribute to the long-term success of businesses. This study examines the role of green marketing within the framework of sustainable development, specifically for university students. Sustainable development is an approach that aims to achieve economic growth and social justice by protecting natural resources and without harming ecosystems. The Sustainable Development Goals (SDGs) determined by the United Nations provide a global roadmap for this purpose. The contribution of the private sector and individuals to sustainable development processes is of critical importance. The study examines the perceptions and attitudes of university students towards sustainability, environmental awareness and green marketing, and evaluates the impact of green marketing strategies on young consumers. In this context, a survey was applied to a sample group consisting of 388 students studying at Yüzüncü Yıl University. The obtained data were analyzed using the SPSS program in the relational screening model and the results were interpreted. The findings reveal that young consumers have a high demand for environmentally friendly products and exhibit an environmentally conscious consumer profile. The positive effects of environmentally friendly products on brand reputation and customer loyalty were also evaluated. In addition, it was emphasized that green marketing contributes to sustainable development goals by increasing environmental awareness throughout society.