TY - JOUR T1 - An Analysis of Textile Brands’ Advertisements from the Perspective of UN Development Goals TT - Tekstil Markalarının Reklamları Üzerine BM Kalkınma Hedefleri Perspektifinden Bir Analiz AU - Taşkın, Hilal AU - Boran, Tuğçe PY - 2025 DA - October Y2 - 2025 DO - 10.33206/mjss.1711235 JF - MANAS Sosyal Araştırmalar Dergisi JO - MJSS PB - Kırgızistan Türkiye Manas Üniversitesi WT - DergiPark SN - 1694-7215 SP - 1452 EP - 1473 VL - 14 IS - 4 LA - en AB - Increasing consumption demands increase the importance of resource management. The use of limited natural resources to meet consumption needs requires brands to carry out their activities under the umbrella of sustainability. Keeping brands in touch with all stakeholders about their production and post-production processes plays an important role in terms of the continuity of brand existence. Today, while there are sustainability policies and decisions adopted within companies, especially for brands, there are also obligations that need to be fulfilled at an international level. This study aims to evaluate the advertisements made by textile brands in the last 5 years within the scope of sustainability goals. Advertisements published by textile brands within the scope of sustainability practices within the scope of the UN's 17 sustainable development goals criteria were analyzed with the content analysis method. Similarities and differences between the brands' sustainable development goals were identified. Mango's overall sustainability goal achievement rate was found to be the highest, driven by its high number of ads. However, Koton's target achievement rate per ad was found to be higher. KW - Sustainability KW - Advertising KW - Sustainable Advertising KW - Sustainable Textiles KW - UN Sustainable Development Goals N2 - Artan tüketim talepleri kaynak yönetiminin önemini artırmaktadır. Sınırlı doğal kaynakların tüketim ihtiyaçlarını karşılamak için kullanılması, markaların faaliyetlerini sürdürülebilirlik şemsiyesi altında yürütme zorunluluğunu beraberinde getirmektedir. Markaların üretim ve sonrasındaki süreçlerini tüm paydaşlarıyla iletişim halinde tutmaları, marka varlığının devamlılığı açısından önemli rol oynamaktadır. Günümüzde özellikle markalar için şirket içinde benimsenen sürdürülebilirlik politikaları ve kararları olmakla birlikte, diğer yandan uluslararası düzeyde yerine getirilmesi gereken yükümlülükler de bulunmaktadır. Bu çalışmada; tekstil markaları içinde son 5 yılda yapılan reklamların sürdürülebilirlik hedefleri kapsamında değerlendirilmesi amaçlanmıştır. Tekstil markalarının BM'nin 17 sürdürülebilir kalkınma hedefi kriteri kapsamında sürdürülebilirlik uygulamaları kapsamında yayınladıkları reklamlar içerik analizi yöntemi ile analiz edilmiştir. Markaların sürdürülebilir kalkınma hedeflerinin benzer ve farklılaştırıcı yönleri tespit edilmiştir. Totalde Mango markasının reklam sayısının fazla olmasının da etkisiyle sürdürülebilirlik hedef kriterlerini sağlama miktarının en fazla olduğu bununla birlikte Koton markasının reklam başına hedefleri sağlama oranı daha yüksek oranda bulunmuştur. CR - Abbas, S., Hsieh, L. H. C., Techato, K., & Taweekun, J. (2020). Sustainable production using a resource–energy– water nexus for the pakistani textile industry. Journal of Cleaner Production, 271, 1-10. CR - Ahmed, S., Miskon, S., Alabdan, R. & Tlili, I. (2020). Towards sustainable textile and apparel industry: Exploring the role of business intelligence systems in the era of industry 4.0. Sustainability, 12(7), 1-23. CR - Aksu, C. (2011). Sürdürülebilir kalkınma ve çevre. Denizli, Güney Ege Kalkınma Ajansı. CR - Aktan, C. C. & Börü, D. (2007). Kurumsal sosyal sorumluluk, in Kurumsal sosyal sorumluluk, işletmeler ve sosyal sorumluluk, ed. Coşkun Can Aktan. İstanbul, İGİAD Yayınları, 7-25 CR - Algarni, H. (2022). Recent advances of sustainable textile fabric coatings for uv protection properties. Coatings, 12(10),: 1-15. CR - Arpat, F. E. (2013). Yavaş moda nedir. Akdeniz Sanat Hakemli Dergisi 4(8), 44-47. CR - Attia, N. F., Usame, R., Elashery, S., Kelam, E. A., Al-Sehemi, A. G., & Algarni, H. (2022). Recent advances of sustainable textile fabric coatings for UV protection properties. Coatings, 12(10), 1597. CR - Becan, C. (2013). Kurumsal sosyal sorumluluk kavraminin paydaş teorisi ve iletişim yaklaşımı açısından değerlendirilmesi: Bankaların basın bültenlerine yönelik bir içerik analizi. Selçuk İletişim, 7(1), 16-35. CR - Cai, Y. & Choi, T. (2020). A united nations’ sustainable development goals perspective for sustainable textile and apparel supply chain management. Transportation Research Part E: Logistics and Transportation Review, 1-21. CR - Can, Ö. & Ayvaz, K. (2017). Tekstil ve modada sürdürülebilirlik. Akademia Doğa ve İnsan Bilimleri Dergisi, 3(1), 110- 119. CR - Chang, H., Tsai, S., & Huang, C. (2019). Sustainable development: The effects of environmental policy disclosure in advertising. Business Strategy and the Environment, 28(8), 1497-1506. CR - Chekima, B., Chekima, S., Wafa, S. A., Igau, A. I. and Sondoh Jr., S. L. (2016). Sustainable Consumption: The effects of knowledge, cultural values, environmental advertising, and demographics. International Journal of Sustainable Development & World Ecology, 23(2), 210-220. CR - Concern World Wide. (June 05, 2024). Concern World Wide. https://www.concern.org.uk/news/explained- sustainable-development-goals. CR - Cuc, S. & Secan, C. (2024). Environmental considerations and sustainable solutions for outdoor advertising banners. Sustainability, 16(13), 1-16. CR - Dehshiri, S. S. H., Dehshiri, S. J. H. & Firoozabadi, B. (2023). Evaluation of using solar energy in iran's textile industry towards cleaner production: Sustainable planning and feasibility analysis. Journal of Cleaner Production, 421, 1-22. CR - Deo, H. T. (2001). Eco friendly textile production. Indian Journal of Fibre & Textile Research 26, 61-73. CR - Dyllick, T. & Hockerts, K. (2002). Beyond the business case for corporate sustainabilitiy. Business Strategy and the Environment, 11(2), 130-141 CR - Easterling, D., Kenworthy, A. & Nemzoff, R. (1996). The greening of advertising: A twenty-five year look at environmental advertising. Journal of Marketing Theory and Practice, 1(4), 20-34. CR - Eyada, B. (2024). The role of advertising in shaping consumer perceptions of sustainable brands. Journal of Ecohumanism 3(3), 930-943. CR - Fadara, T. G. & Wong, K. Y. (2023). A decision support system for sustainable textile product assessment. Textile Research Journal, 93(9-10), 1971-1989. CR - Fletcher, K. (2008). Sustainable fashion and clothing. Design Journeys, 10, 9781315857930. CR - Fletcher, K. (2013). Sustainable fashion and textiles: Design journeys. London, Routledge. CR - Fowler III, A. & Close, A. G. (2012). It ain't easy being green: Macro, meso, and micro green advertising agendas. Journal of Advertising, 41(4), 119-132. CR - Gam, H. Jin & Banning, J. (2011). Addressing sustainable apparel design challenges with problem-based learning. Clothing and Textiles Research Journal, 29(3), 202-215. CR - Gaspar Ferreira, A. & Fernandes, M. E. (2021). Sustainable Advertising or Ecolabels: Which is the best for your brand and for consumers’ environmental consciousness. Journal of Marketing Theory and Practice 30(1), 20- 36. CR - Gilg, A., Barr, S. & Ford, N. (2005). Green consumption or sustainable lifestyles, identifying the sustainable consumer. Futures, 37(6), 486-503 CR - Gürcüm, B. H. & Yüksel, C. (2011). Moda sektörünü yavaşlatan eğilim: Eko moda ve modada sürdürülebilirlik. Akdeniz Sanat, 4(8), 48-51. CR - Hasanbeigi, A. & Price, L. (2015). A technical review of emerging technologies for energy and water efficiency and pollution reduction in the textile industry. Journal of Cleaner Production (95), 30-44. CR - Hasbullah, N. N., Kiflee, A. K. R. Ramachandran, K. K., Anwar, S. & Sulaima, Z. (2023). Advertising value of online advertisement on sustainable brand purchase intention: the moderating role of user-generated video among gen z in malaysia. International Journal of Electronic Commerce Studies, 14(3), 49-68. CR - Heinberg, R. & Lerch, D. (2010). What is Sustainability. The Post Carbon Reader. USA, Post Carbon Institute. CR - Jones, P, Comfort, D. & Hillier, D. (2018). Common ground: The sustainable development goals and the marketing and advertising industry. Journal of Public Affairs, 18(2), 1-7. CR - Kahoush, M. & Kadi, N. (2022). Towards sustainable textile sector: Fractionation and separation of cotton/polyester fibers from blended textile waste. Sustainable Materials And Technologies, 34, 1-12. CR - Khandaker, S., Bashar, M. M., Islam, A., Hossain, T., Teo, S. H. & Awual, R. (2022). Sustainable energy generation from textile biowaste and its challenges: A comprehensive review. Renewable and Sustainable Energy Reviews, 157, 112051. CR - Kim, H. & Hall, M. L. (2015). Green brand strategies in the fashion industry: Leveraging connections of the consumer, brand, and environmental sustainability. In Sustainable Fashion Supply Chain Management, ed. Christopher S. Tang. Springer International Publishing. CR - Colombo, U. (2001). The club of rome and sustainable development. Futures, 33, 7-11. CR - Kim, C., Jeon, H. G. & Lee, K. C. (2020). Discovering the role of emotional and rational appeals and hidden heterogeneity of consumers in advertising copies for sustainable marketing. Sustainability, 12(12), 1-20. CR - Lee, J., Y., P., Parkı, J. H. & Jun, J. W. (2019). Brand webtoon as sustainable advertising in korean consumers: A focus on hierarchical relationships. Sustainability, 11(5), 1-10. CR - Leggett, J. A. & Carter, N. T. (2012). Rio+20: The United Nations conference on sustainable development. Rio de Jenario, Congressional Research Service. CR - Lima, P. A. B., Falguera, F. P. S., da Silva H. M. R., Maciel S., Mariano, E., B. & Elgaaied-Gambier, L. (2024). From green advertising to sustainable behavior: A systematic literature review through the lens of value-belief- norm framework. International Journal of Advertising, 43(1), 53-96. CR - Lopes, P. R., Rosário, A. T. & Rosário, F. S. (2024). Sustainable brand advertising-the green advertising for generation z, a qualitative LRSB analyze. Platforms, 2(2), 84-100. CR - Mandarić, D., Hunjet, A. & Kozina, G. (2021). Perception of consumers’ awareness about sustainability of fashion brands. Journal of Risk and Financial Management, 14(12), 1-14. CR - Mangır, A. F. (2016). Sürdürülebilir kalkınma için yavaş ve hızlı moda. Selçuk Üniversitesi Sosyal Bilimler Meslek Yüksekokulu Dergisi, 19(41), 143-154. CR - Marketing Türkiye. (February 1, 2024). Türkiye’nin Lider Markaları. Marketing Türkiye. https://www.marketingturkiye.com.tr/haberler/turkiyenin-lider-markalari/. CR - Marketing Türkiye. (February 1, 2024). Türkiyenin En Cool Markaları. Marketing Türkiye. https://www.marketingturkiye.com.tr/haberler/turkiyenin-en-cool-markalari/. CR - Marketing Türkiye. (February 1, 2024). Hazır Giyimde Kuşak Farkı. Marketing Türkiye. https://www.marketingturkiye.com.tr/haberler/hazir-giyim/. CR - Marketing Türkiye. (February 1, 2024). Modaya Yön Veren Markalar. Marketing Türkiye. https://www.marketingturkiye.com.tr/haberler/modaya-yon-veren-markalar-2/. CR - Odabaşı, S. & Sahin, Y. (2019). Moda tasarımı eğitiminde sürdürülebilirlik üzerine yaklaşımlar. Art-e Sanat Dergisi, 12(23), 1-25. CR - Özgür, A. Z. (2001). TV reklam filmlerinin yaratıcı ve yapın süreçleri açısından değerlendirilme standartları. Selçuk İletişim, 1(4), 10-19. CR - Panda, S. K. B. C., Sen, K. & Mukhopadhyay, S. (2021). Sustainable pretreatments in textile wet processing. Journal of Cleaner Production, 329, 1-20. CR - Phan, T. T. H., Tran, H. X., Le, T. T., Nguyen, N., Pervan, S. & Tran, M. D. (2020). The relationship between sustainable development practices and financial performance: A case study of textile firms in vietnam. Sustainability, 12(15), 1-21. CR - Pennock-Speck, B. & Fuster -Marquez, M. (2014). Imperatives in voice-overs in british tv commercials: Get this, buy that, taste the other. Discourse and Communication 8(4), 411-426. CR - Pensupa, N., Leu, S., Hu, Y., Du, C., Liu, H., Jing, H., Wang, H. & Lin, C. S. K. (2017). Recent trends in sustainable textile waste recycling methods: Current situation and future prospects. Chemistry and Chemical Technologies in Waste Valorization 375, 189-228. CR - Prianti, D. D. (2011). Sustainable advertising towards sustainable development. Proceeding Sustainable Design in Creative Industry Towards Better Human Life, 33-36. CR - Rathee, S. & Milfeld, T. (2023). Sustainability advertising: Literature review and framework for future research. International Journal of Advertising, 43(1), 7-35. CR - Rathore, B. (2023a). Textile industry 4.0: A review of sustainability in manufacturing. International Journal of New Media Studies (IJNMS), 10(1), 38-43. CR - Rathore, B. (2023b). Future of textile: Sustainable manufacturing & prediction via chatgpt. Eduzone, 12(1), 52-62. CR - Razzaq, A., Ansari, N. Y., Razzaq, Z., & Awan, H. M. (2018). The ımpact of fashion ınvolvement and pro- environmental attitude on sustainable clothing consumption: The moderating role of ıslamic religiosity. Sage Open, 8(2), 2158244018774611. CR - Reinig, C. J. & Tilt, C. A. (2009). Corporate social responsibility issues in media releases: A stakeholder analysis of Australian banks. Issues in Social and Environmental Accounting, 2(2), 176-197. CR - Ribeiro, P. R., Batista, P., Mendes-Palma, F., Pintado, M. & Oliveira-Silva, P. (2023). Consumers’ engagement and perspectives on sustainable textile consumption. Sustainability, 15(22), 1-23. CR - Rowe, A. & Bansal, T. (2013). Ten steps to sustainable business in 2013, Ivey Business Journal, January- February. CR - Sander, F., Föhl, U., Walter, N. & Demmer, V. (2021). Green or social. An analysis of environmental and social sustainability advertising and its impact on brand personality, credibility and attitude. Journal of Brand Management, 28, 429-445. CR - Seyfang, G. (2006). Ecological citizenship and sustainable consumption: Examining local organic food networks. Journal of Rural Studies, 22(4), 384. CR - Suki, N. M. (2013). Green products purchases: Structural relationships of consumers’ perception of eco-label, eco-brand and environmental advertisement. Journal of Sustainability Science and Management, 8(1), 1-10. CR - Türkmen, N. (2009). Tekstil ve moda tasarımı açısından sürdürülebilirlik ve dönüşüm doctoral dissertation, Mimar Sinan Güzel Sanatlar Üniversitesi. CR - United Nations Turkey. (April 08, 2024). Sürdürülebilir Kalkınma Amaçlarını BM Türkiye'de Nasıl Destekliyor. Birleşmiş Milletler Türkiye. https://turkiye.un.org/tr/sdgs. CR - Varadarajan, G. & Venkatachalam, P. (2016). Sustainable textile dyeing processes. Environmental Chemistry Letters, (4), 113-122. CR - Woodside, A. G., Fine, M. B. (2019). Sustainable fashion themes in luxury brand storytelling: The sustainability fashion research grid. Journal of Global Fashion Marketing, 10(2), 111-128. CR - WCED. (1987). World Commission on Environment and Development. Our common future, 1-91. CR - Zor, S. (2023). Conservation or revolution. The sustainable transition of textile and apparel firms under the environmental regulation: evidence from China. Journal of Cleaner Production 382,1-10. CR - Koton. (February 10, 2024). Koton Sürdürülebilirlik Reklamları. YouTube. https://www.youtube.com/watch? v=aRbM04Sca5s CR - Koton. (February 10, 2024). Koton Sürdürülebilirlik Reklamları. YouTube. https://www.youtube.com/watch? v=NUovksmBL28 CR - Koton. (February 10, 2024). Koton Sürdürülebilirlik Reklamları. YouTube. https://www.youtube.com/watch? v=SNtkeYX3IGE CR - Koton. (February 10, 2024). Koton Sürdürülebilirlik Reklamları. YouTube. https://www.youtube.com/watch? v=PJaBuZwI8hk CR - Koton. (February 10, 2024). Koton Sürdürülebilirlik Reklamları. YouTube. https://www.youtube.com/watch? v=AhH5YgnRipE CR - Koton. (February 10, 2024). Koton Sürdürülebilirlik Reklamları. YouTube. https://www.youtube.com/watch? v=z8o9bv5PQ30 CR - Koton. (February 10, 2024). Koton Sürdürülebilirlik Reklamları. YouTube. https://www.youtube.com/watch? v=A1g2v9lHeaw CR - DeFacto Official. (February 14, 2024). Defacto Sürdürülebilirlik Reklamları. YouTube. https://www.youtube.com/watch?v=mTFxIqg1uGM CR - DeFacto Official. (February 14, 2024). Defacto Sürdürülebilirlik Reklamları. YouTube. https://www.youtube.com/watch?v=k0Ftv2F7PHk CR - DeFacto Official. (February 14, 2024). Defacto Sürdürülebilirlik Reklamları. YouTube. https://www.youtube.com/watch?v=iEY7-tsxWXs CR - DeFacto Official. (February 14, 2024). Defacto Sürdürülebilirlik Reklamları. YouTube. https://www.youtube.com/watch?v=lxfMCuQQWww CR - DeFacto Official. (February 14, 2024). Defacto Sürdürülebilirlik Reklamları. YouTube. https://www.youtube.com/watch?v=zdA-x9Sfp1g CR - Felis Odulleri. (February 14, 2024). Defacto Sürdürülebilirlik Reklamları. YouTube. https://www.youtube.com/watch?v=CUKHR7e2IV4 CR - Mango. (February 16, 2024). Mango Sustainability Advertisements. YouTube. https://www.youtube.com/watch? v=C5hEXg9N4GU CR - Mango. (February 16, 2024). Mango Sustainability Advertisements. YouTube. https://www.youtube.com/watch? v=pOe5M0GtYZo CR - Mango. (February 16, 2024). Mango Sustainability Advertisements. YouTube https://www.youtube.com/watch? v=I_Ocypt19HE CR - Mango. (February 16, 2024). Mango Sustainability Advertisements. YouTube. https://www.youtube.com/watch? v=PW2oaAWdH_s CR - Mango. (February 16, 2024). Mango Sustainability Advertisements. YouTube. https://www.youtube.com/watch? v=A56mCdLsQJs CR - Mango. (February 16, 2024). Mango Sustainability Advertisements. YouTube. https://www.youtube.com/watch? v=i03ImMAHm3E CR - Mango. (February 16, 2024). Mango Sustainability Advertisements. YouTube. https://www.youtube.com/watch? v=qUYLtqwN2Lk CR - Mango. (February 16, 2024). Mango Sustainability Advertisements. YouTube. https://www.youtube.com/watch? v=00JnVHEU_68&list=PLj0Gz4M3BXf57GV-QtDM58AAmMExHEd9- CR - Mango. (February 16, 2024). Mango Sustainability Advertisements. YouTube. https://www.youtube.com/watch? v=o1hxBisvsg8 CR - Fashiongonerogue. (February 21, 2024). H&M Sustainability Advertisements. YouTube. https://www.youtube.com/watch?v=6r0Wi1esdvc CR - Cin. (February 21, 2024). H&M Sustainability Advertisements. YouTube. https://www.youtube.com/watch? v=n7TtW9mbhQg CR - H&M. (February 21, 2024). H&M Sustainability Advertisements. YouTube. https://www.youtube.com/watch? v=zY3atcmLBag CR - H&M. (February 21, 2024). H&M Sustainability Advertisements. YouTube. https://www.youtube.com/watch? v=Xkx0mjFv-i4 CR - H&M. (February 21, 2024). H&M Sustainability Advertisements. YouTube. https://www.youtube.com/watch? v=jMxK8emc-wM CR - H&M. (February 21, 2024). H&M Sustainability Advertisements. YouTube. https://www.youtube.com/watch? v=dqyalFb0PRA CR - H&M Group. (February 21, 2024). H&M Sustainability Advertisements. YouTube. https://www.youtube.com/watch?v=hTcznFogMa8 CR - H&M. (February 21, 2024). H&M Sustainability Advertisements. YouTube. https://www.youtube.com/watch? v=99g4XnRiAhw CR - H&M Foundation. (February 21, 2024). H&M Sustainability Advertisements. YouTube. https://www.youtube.com/watch?v=zfkl3Bv3Ce0 UR - https://doi.org/10.33206/mjss.1711235 L1 - https://dergipark.org.tr/tr/download/article-file/4923650 ER -