Sustainable marketing application: The example of Vestel

Sustainability; encompassing the principle of preserving the ability to meet current needs while not jeopardizing the requirements of future generations, is a broad concept. It is observed that contemporary businesses are not indifferent to this comprehensive understanding. In this regard, it can be said that businesses have begun to turn towards sustainable marketing strategies. In this research, the concept of sustainable marketing, focusing on consumer electronics and home appliances, has been examined through the lens of Vestel Group, one of the world's leading manufacturers in this field. The inclusion of Vestel Group in the research focus is due to reasons such as the establishment of a sustainability committee by the company in 2022, setting concrete goals for sustainability, and transparently reporting the data. A conceptual framework for the concepts of sustainability and sustainable marketing addressed in the study has been established, and a qualitative application has been included. The business's activity reports have been examined, and a semi-structured interview with a top-level executive has been conducted. According to the findings obtained in the research, it has been concluded that the business can transform its sustainability understanding into an organizational culture. Particularly, it has been noted that the company correctly formulates sustainable marketing communication in foreign markets, takes sustainable criteria into account in supplier selection and company collaborations, and measures and reports sustainability performance using digital tools. The findings of the research have been discussed, and recommendations for future researchers and the relevant business have been outlined. KEY WORDS: Sustainability, Sustainable marketing, Vestel