A SYSTEMATIC APPROACH TO SUSTAINABLE FOOD MARKETING: THE PERSPECTIVE OF SOCIAL MARKETING AND CONSUMER AWARENESS

Öz

Rapidly increasing population worldwide, climate changes, increasing costs pose a great threat to food sustainability. In addition, interest in sustainable green foods is at the forefront as a result of the orientation towards naturalness due to unhealthy mass production. The aim of this study is to determine the thematic issues related to sustainable foods in the food marketing literature and to create the infrastructure for future studies. 32 academic studies published in the period 2015-2025 were systematically analysed using the SPAR protocol and TCCM (theories, contexts, characteristics and methods) framework. The main factors shaping sustainable food consumption were identified as quality, price, food labels, personal values, social norms and social policies. The findings also show that consumers are turning towards sustainable products due to environmental concerns and health concerns, but this tendency does not translate into mass behaviour due to barriers such as high cost and lack of information. In particular, social marketing campaigns (digital adverts with emotional messages, climate labels) were found to increase consumer engagement and encourage sustainable choices. The study provides concrete recommendations for policy makers and marketing experts, such as price support mechanisms, intercultural communication strategies and mandatory labelling.

Anahtar Kelimeler

• Sustainable food
• consumer awareness
• social marketing
• behaviour change.

SÜRDÜRÜLEBİLİR GIDA PAZARLAMASINA SİSTEMATİK BİR YAKLAŞIM: SOSYAL PAZARLAMA VE TÜKETİCİ BİLİNCİ PERSPEKTİFİ

Öz

Dünya çapında hızla artan nüfus, iklim değişiklikleri, artan maliyetler gıda sürdürülebilirliği için büyük tehdit oluşturmaktadır. Ayrıca sağlıksız kitlesel üretim nedeniyle doğallığa yönelim sonucunda sürdürülebilir yeşil gıdalara yönelik ilgi ön plandadır. Bu çalışmanın amacı gıda pazarlaması alan yazınında sürdürülebilir gıdalarla ilgili tematik konuların belirlenerek gelecekte yapılacak çalışmalar için alt yapının oluşturulmasıdır. 2015-2025 döneminde yayınlanan 32 akademik çalışma SPAR protokolü ve TCCM (teoriler, bağlamlar, özellikler ve yöntemler) çerçevesi ile sistematik olarak incelenmiştir. Sürdürülebilir gıda tüketimini şekillendiren temel faktörlerin kalite, fiyat, gıda etiketleri, kişisel değerler, sosyal normlar ve sosyal politikalar olduğu belirlenmiştir. Bulgular ayrıca tüketicilerin çevresel kaygılar ve sağlık endişeleri nedeniyle sürdürülebilir ürünlere yöneldiğini, ancak yüksek maliyet ve bilgi eksikliği gibi engeller nedeniyle bu eğilimin kitlesel davranışa dönüşmediğini göstermektedir. Özellikle, sosyal pazarlama kampanyalarının (duygusal mesajlar içeren dijital reklamlar, iklim etiketleri) tüketici katılımını artırdığı ve sürdürülebilir tercihleri teşvik ettiği tespit edilmiştir. Çalışma, politika yapıcılar ve pazarlama uzmanları için fiyat destek mekanizmaları, kültürlerarası iletişim stratejileri ve zorunlu etiketleme gibi somut öneriler sunmaktadır.

Anahtar Kelimeler

• Sürdürülebilir gıda
• tüketici bilinci
• sosyal pazarlama
• davranış değişikliği

Kaynakça

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