Research Article

Beyond green messaging: Social marketing and inclusive sustainability communication in Türkiye and selected EU cases

Volume: 23 Number: 2026 July 14, 2026
TR EN

Beyond green messaging: Social marketing and inclusive sustainability communication in Türkiye and selected EU cases

Abstract

Although inclusive sustainability communication has become increasingly important in climate-related policy and practice, the communicative mechanisms through which grassroots behavioural change occurs remain insufficiently understood. Therefore, this study aims to bridge this knowledge gap by conducting a qualitative comparative study on sustainability practices in Türkiye, Denmark, Luxembourg, Spain, and Greece, comparing the real-world effects of social marketing with traditional green communication. Through primary data collection on a multinational EU-funded programme -including workshop transcripts, participant reflections, and local forum reports- this study reveals a functional divergence between traditional green communication and social marketing. Traditional green communication is primarily used to create environmental awareness, while social marketing shows greater promise in achieving behavioural change through storytelling, peer communication, and community dialogue. A significant finding is the increased women’s engagement in grassroots sustainability practices through community dialogue. Additionally, the study reveals that institutional frameworks, technological infrastructure, and civic culture play an important role in mediating the effectiveness of green communication and social marketing. Therefore, the study suggests that grassroots communication is more than an information-sharing tool; it can function as a mechanism of behavioural inclusion in socially equitable sustainability transitions.

Keywords

Social marketing, inclusive sustainability communication, behavioural change, green communication, comparative analysis, community engagement

Supporting Institution

The author declares that no financial support was received for the research, authorship, and/or publication of this article.

Ethical Statement

Ethical approval was not required because the study relied on anonymized qualitative documents, workshop records, and publicly accessible policy materials. No direct interviews, sensitive personal data, or private records were collected.

Thanks

This article draws on analytical materials generated during an EU-funded project (Project details are masked for blind review).

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APA
Okkıran, Ş. (2026). Beyond green messaging: Social marketing and inclusive sustainability communication in Türkiye and selected EU cases. OPUS Journal of Society Research, 23(2026), 1-15. https://doi.org/10.26466/opusjsr.1914060
AMA
1.Okkıran Ş. Beyond green messaging: Social marketing and inclusive sustainability communication in Türkiye and selected EU cases. OPUS JSR. 2026;23(2026):1-15. doi:10.26466/opusjsr.1914060
Chicago
Okkıran, Şehnaz. 2026. “Beyond Green Messaging: Social Marketing and Inclusive Sustainability Communication in Türkiye and Selected EU Cases”. OPUS Journal of Society Research 23 (2026): 1-15. https://doi.org/10.26466/opusjsr.1914060.
EndNote
Okkıran Ş (July 1, 2026) Beyond green messaging: Social marketing and inclusive sustainability communication in Türkiye and selected EU cases. OPUS Journal of Society Research 23 2026 1–15.
IEEE
[1]Ş. Okkıran, “Beyond green messaging: Social marketing and inclusive sustainability communication in Türkiye and selected EU cases”, OPUS JSR, vol. 23, no. 2026, pp. 1–15, July 2026, doi: 10.26466/opusjsr.1914060.
ISNAD
Okkıran, Şehnaz. “Beyond Green Messaging: Social Marketing and Inclusive Sustainability Communication in Türkiye and Selected EU Cases”. OPUS Journal of Society Research 23/2026 (July 1, 2026): 1-15. https://doi.org/10.26466/opusjsr.1914060.
JAMA
1.Okkıran Ş. Beyond green messaging: Social marketing and inclusive sustainability communication in Türkiye and selected EU cases. OPUS JSR. 2026;23:1–15.
MLA
Okkıran, Şehnaz. “Beyond Green Messaging: Social Marketing and Inclusive Sustainability Communication in Türkiye and Selected EU Cases”. OPUS Journal of Society Research, vol. 23, no. 2026, July 2026, pp. 1-15, doi:10.26466/opusjsr.1914060.
Vancouver
1.Şehnaz Okkıran. Beyond green messaging: Social marketing and inclusive sustainability communication in Türkiye and selected EU cases. OPUS JSR. 2026 Jul. 1;23(2026):1-15. doi:10.26466/opusjsr.1914060