The impact of businesses' perceptions of sustainability on their sustainable marketing mix and sustainability efforts: A research in Ardahan province

This study aims to examine the impact of small-scale enterprises operating in Ardahan province's perceptions of economic, environmental and social sustainability on the implementation of sustainable marketing mix strategies and the contribution of these strategies to the enterprises' sustainability efforts. Within the scope of the research, data was collected from 43 middle and senior managers at 21 companies. The data was analysed using the PLS-SEM method. According to the findings obtained after the analysis, it was determined that perceptions of social sustainability have a significant and positive effect on the sustainable marketing mix, while perceptions of environmental sustainability and economic sustainability do not significantly affect this relationship. Furthermore, it was determined that the sustainable marketing mix has a significant effect on companies' sustainability efforts. It was found that social sustainability indirectly affects sustainability efforts through the marketing mix. In conclusion, it has been observed that social factors are particularly decisive in the sustainability-focused strategic orientation of small-scale businesses, while environmental and economic sustainability present certain limitations in terms of implementation. The study contributes to the literature theoretically and also guides practitioners in developing sustainable marketing strategies.