Analysis of the role of sustainable consumption and influencing factors within the sustainable marketing frameworks

The aim of the study is to investigate the relationship between values and lifestyles with sustainable consumption awareness and purchase intention. A secondary aim is to identify the mediating role of future anxiety in this relationship. The study's two main questions are whether consumers' sustainable consumption awareness and purchase intentions are influenced by values and lifestyles, and whether consumers' purchase intention is influenced by sustainable consumption awareness. The field research was conducted focusing on textile products. The findings of the field research indicate that values and lifestyles have both direct and indirect effects on sustainable consumption awareness and future anxiety. Additionally, it was found that future anxiety has a direct impact on sustainable consumption awareness, and sustainable consumption awareness directly influences purchase intention. However, no direct impact of future anxiety on purchase intention or indirect effects of values and lifestyles on purchase intention through future anxiety were found.