An analysis of consumer innovativeness and preferences for green products

This study aims to conduct an in-depth analysis of the sustainability strategies and performance of leading Turkish companies listed on the Borsa Istanbul (BIST) index, exploring the impacts of sustainable business models on both corporate competitiveness and environmental sustainability. In the research, companies selected by random sampling method from among the top 30 companies that have regularly published sustainability reports in the Borsa Istanbul-registered BIST Sustainability Index and other related BIST indices for the last five years have been evaluated. The research focuses on firms with high sustainability performance, including Arçelik, Vestel, Tofaş, Zorlu Enerji, Eczacıbaşı, Şişecam, Turkcell, Turkish Airlines, Enerjisa, and Anadolu Efes. The study evaluates these firms' sustainability approaches based on five key criteria: energy efficiency, carbon footprint reduction, sustainable material usage, waste management, and innovation for environmental sustainability. The findings reveal an increasing trend among these companies toward investing in renewable energy, adopting sustainable production models, and implementing initiatives to reduce their carbon footprint. Specifically, the use of sustainable materials and contributions to the circular economy play a vital role in minimizing environmental impact. Moreover, innovative approaches in waste management and energy efficiency reflect a commitment to fostering an environmentally aware corporate culture. These strategies not only reduce environmental impact but also provide competitive advantages and align with the preferences of eco-conscious consumers. Supported by an extensive literature review, the analysis highlights the positive influence of sustainability strategies on brand value and market performance. The findings demonstrate that high-performing BIST-listed companies have successfully integrated innovative sustainability practices into their corporate strategies. This study contributes to the literature by offering valuable insights into the advantages of sustainable business models and the importance of replicating successful practices to promote environmental sustainability.