Marketing for a sustainable life: Adiyaman University case

The understanding that the resources on earth are being depleted gradually as a result of the economic developments and rapid population growth in the 20th century led to the criticism of the current economic system, resulting in a transition to the idea of sustainable development by abandoning the economic development approach based on unlimited growth. The reflection of the understanding of sustainable development, known as a model based on meeting the needs of the present without risking meeting the needs of future generations, to the field of marketing has also led to the emergence of the practice of "sustainable marketing". Sustainable marketing approach, in addition to the objectives of fulfilling corporate goals and customer satisfaction of the traditional marketing approach, added the target of compliance with the environmental system, thus trying to foresee the creation of sustainable solutions in the field of marketing. Today; It is seen that the market segments consisting of companies that adopt a sustainable marketing approach and those who choose a sustainable lifestyle have begun to increase. Today, it is known that many people pay attention to the stance of that institution on social and environmental responsibilities and investigate this situation, even when choosing a brand and product, making investment decisions, and even choosing the institution they will work for. This change in consumer behavior has also increased the number of studies on sustainable consumption and the factors affecting it. Studies in this field have become increasingly important for businesses, nongovernmental organizations, official institutions and activists who adopt a sustainable marketing approach. Keywords: Sustainability, Marketing, Sustainable Marketing