jmml Journal of Management Marketing and Logistics 2148-6670 Dilek TEKER Integrated Marketing Communication Business Administration Bütünleşik Pazarlama İletişimi İşletme A LITERATURE STUDY ON SUSTAINABILITY IN CONSUMPTION OF ENVIRONMENTALLY FRIENDLY PRODUCTS https://orcid.org/0009-0008-3450-1854 Zencir Gizem ISTANBUL AYDIN UNIVERSITY https://orcid.org/0000-0001-9932-7983 Korkmaz Ayten Nahide ISTANBUL AYDIN UNIVERSITY 12 31 2024 11 2 54 65 09 29 2024 11 01 2024 Copyright © 2014, Journal of Management Marketing and Logistics 2014 Journal of Management Marketing and Logistics

Purpose– The main purpose of this study to to raise environmental awareness, support to producers, and contribute to new addings to sustainability. Methodology– In this study, environmentally friendly technologies and sustainability projects implemented by companies in Turkey and all over the world are examined, and a literature review is conducted on articles written about sustainability in the consumption of environmentally friendly products.Findings- With the rapid increase in population and the accelerated depletion of natural resources, significant environmental problems have arisen as a result of effects caused by humanity to meet energy needs. The concept of sustainability has been introduced and mentioned that it is a response to these environmental problems. Sustainability is essentially referred to as the ability to maintain a balance between the consumption of resources and their natural replenishment, ensuring that the needs of the present can be met without compromising the ability of future generations to meet their own needs. However, careful management and awareness are required to achieve sustainability, especially in light of two critical factors currently disrupting this balance: population growth and excessive consumption. To mitigate these issues, greater emphasis is being placed on environmentally friendly practices and products. Research into environmentally friendly product applications is being increased, and consumer attitudes toward green businesses are believed to play a crucial role in raising public awareness and encouraging positive behavior toward sustainable practices. Notable examples and case studies from around the world are showcased to highlight successful innovations in different sectors and the benefits of adopting environmentally friendly technologies.Conclusion- In this study, we aim to examine environmentally friendly technologies and sustainability projects implemented by companies in Turkey and all over the world. And we have a purpose by underlying these initiatives to raise environmental awareness, inspire producers, and contribute to the sustainability. It is anticipated that environmental awareness will not only be raised through such studies but also that a deeper understanding of the importance of sustainable practices in preserving the environment for future generations will be promoted.

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