Greenwashing in Turkey: Sustainability as an Advertising Strategy in Architecture

Year 2019, Volume: 5 Issue: 1, 1 - 13, 02.09.2019

Oğulkan Erden Pınar Öktem Erkartal

Abstract

As a result of the depletion of natural resources, destruction of green areas, loss of ecosystem

and consequent shrinkage of habitable areas, the concept of “sustainability” has become an important

parameter at all stages in architectural discipline as in all fields. However, in some cases this notion has

started to transform into an advertising tool developed to feed consumption due to its structure being

open to interpretation, its current value and its lack of adequate supervision. Sustainability has three

aspects that are economic, social and physical. Apart from the successful architectural designs that take

all the values of sustainability into account, the concept has also been used as a popular culture item that

enables the projects to come forward and be preferred by people. In this study, the phenomenon of

“greenwashing” was examined and five architectural projects from Turkey with the claim of

sustainability were evaluated within the criteria of three sustainability scopes.

Keywords

Greenwashing, Sustainability, Architectural Design

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