Yeşil pazarlama uygulamalarının reklamlarda sunumu: Hızlı moda markalarının YouTube reklamlarına yönelik bir içerik analizi

The fashion industry is one of the industries that have harmful effects on the environment globally. Consumers and producers are becoming more aware of this industry's environmental impact. Fashion fast-fashion brands have started their green marketing practices by trying to position themselves as more sustainable and conscious assets. A comprehensive literature on green marketing has been reviewed, and information on fast-fashion and YouTube has been provided. This content analysis study examines how green marketing practices are depicted in fast-fashion brands' YouTube advertisements. The research examined the most up-to-date videos shared by fast-fashion brands on YouTube between 2017-2023 March. In this study, a qualitative approach was used to analyze 54 YouTube videos shared by both foreign and Turkish fast-fashion brands. The analysis included textual, visual, and verbal content evaluation. After analysis, results have determined that the videos' contents can be categorized into twenty-six codes, which are centered around five primary themes. These themes are "environmental sustainability and responsibility," "ethical fashion and labor practice," "transparency and traceability of materials and supply chain," "consumer empowerment," and "community and social impact." Keywords: green marketing, fast-fashion, sustainability, recycling, environmental, sustainable fashion