A REVIEW OF AI-ENABLED SUSTAINABLE MARKETING STRATEGIES: OPPORTUNITIES, RISKS, AND FUTURE DIRECTIONS

Diwakar Singh; İbrahim Alkara

doi:10.51947/yonbil.1890038

TR EN

YAPAY ZEKA DESTEKLİ SÜRDÜRÜLEBİLİR PAZARLAMA STRATEJİLERİNİN İNCELENMESİ: FIRSATLAR, RİSKLER VE GELECEKTEKİ YÖNELİMLER

Öz

Yeşil pazarlama; artan çevre bilinci ve Sürdürülebilir Kalkınma Hedefleri (SKH) gibi küresel dinamiklerin etkisiyle, sürdürülebilir markalaşma sürecinde kritik bir strateji haline gelmiştir. Eş zamanlı olarak; yapay zeka (YZ), büyük veri ve Nesnelerin İnterneti (IoT) öncülüğündeki dijital dönüşüm, bu alanı yeniden şekillendirmektedir. Bu çalışma, ScienceDirect ve Google Scholar veri tabanlarından elde edilen 2010-2025 yılları arasındaki akademik çalışmaları sentezleyen anlatımsal bir literatür taraması sunmaktadır. Tematik içerik analizi aracılığıyla sürdürülebilirlik ve dijital inovasyonun kesişim noktasını inceleyen bu makale; stratejik entegrasyon, YZ araçları (ör. sohbet robotları, makine öğrenimi), değişen tüketici davranışları ve etik zorluklar gibi temel odak noktalarını ortaya koymaktadır. Yapılan inceleme, yeni teknolojilerin işletmelere rekabet avantajını korurken çevreye duyarlı tüketicileri kazanma ve çevresel sorumluluğu teşvik etme konusunda nasıl fırsatlar sunduğunu göstermektedir. Bununla birlikte çalışma; tüketici ilişkilerinin sürdürülebilirliği açısından etik, şeffaflık, gizlilik ve güven unsurlarının hayati önem taşıdığını vurgulamaktadır. Sonuç olarak bu araştırma; teknolojik inovasyon ile insan merkezli yönetim arasındaki dengeye dikkat çekerek, YZ destekli yeşil pazarlamanın geleceğine dair kapsamlı bir perspektif sunmaktadır.

Anahtar Kelimeler

Yeşil pazarlama, sürdürülebilirlik, yapay zeka, dijital dönüşüm, tüketici katılımı, (SKA)

A REVIEW OF AI-ENABLED SUSTAINABLE MARKETING STRATEGIES: OPPORTUNITIES, RISKS, AND FUTURE DIRECTIONS

Öz

Nowadays, increasing environmental awareness and consumer consciousness have also increased the importance given to green marketing. Thus sustainable brand processes, guided by global dynamics such as Sustainable Development Goals have become pivotal strategy for green marketing. Simultaneously, digital transformation spearheaded by artificial intelligence (AI), big data and the Internet of Things (IoT) is reshaping this field. This study presents a narrative literature review synthesising academic work from 2010 to 2025 obtained from the ScienceDirect and Google Scholar databases. This article examines the intersection of sustainability and digital innovation through thematic content analysis, highlighting key focus areas such as strategic integration, AI tools (e.g., chatbots, machine learning), changing consumer behaviour, and ethical challenges. The study demonstrates how new technologies offer opportunities for businesses to maintain their competitive advantage while winning over environmentally conscious consumers and promoting environmental responsibility. Furthermore, the study emphasises that ethical, transparency, privacy, and trust elements are vital for the sustainability of consumer relationships. Ultimately, this research draws attention to the balance between technological innovation and human-centred management, offering a comprehensive perspective on the future of AI-supported green marketing.

Anahtar Kelimeler

Green marketing, sustainability, artificial intelligence, digital transformation, consumer engagement, SDGs

Kaynakça

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Ayrıntılar

Birincil Dil

İngilizce

Konular

Dijital Pazarlama, Pazarlama Teknolojisi, Pazarlama (Diğer)

Bölüm

Derleme

Yazarlar

Diwakar Singh
0000-0003-3002-2270
United States

İbrahim Alkara ^*
0000-0001-8575-2524
Türkiye

Yayımlanma Tarihi

17 Ağustos 2026

Gönderilme Tarihi

15 Şubat 2026

Kabul Tarihi

2 Haziran 2026

Yayımlandığı Sayı

Yıl 2026 Cilt: 12 Sayı: 20

DOI

https://doi.org/10.51947/yonbil.1890038

IZ

https://izlik.org/JA25FN86AD

APA

Singh, D., & Alkara, İ. (2026). A REVIEW OF AI-ENABLED SUSTAINABLE MARKETING STRATEGIES: OPPORTUNITIES, RISKS, AND FUTURE DIRECTIONS. Uluslararası Akademik Yönetim Bilimleri Dergisi, 12(20), 61-88. https://doi.org/10.51947/yonbil.1890038

AMA

1.Singh D, Alkara İ. A REVIEW OF AI-ENABLED SUSTAINABLE MARKETING STRATEGIES: OPPORTUNITIES, RISKS, AND FUTURE DIRECTIONS. YÖNBİL. 2026;12(20):61-88. doi:10.51947/yonbil.1890038

Chicago

Singh, Diwakar, ve İbrahim Alkara. 2026. “A REVIEW OF AI-ENABLED SUSTAINABLE MARKETING STRATEGIES: OPPORTUNITIES, RISKS, AND FUTURE DIRECTIONS”. Uluslararası Akademik Yönetim Bilimleri Dergisi 12 (20): 61-88. https://doi.org/10.51947/yonbil.1890038.

EndNote

Singh D, Alkara İ (01 Ağustos 2026) A REVIEW OF AI-ENABLED SUSTAINABLE MARKETING STRATEGIES: OPPORTUNITIES, RISKS, AND FUTURE DIRECTIONS. Uluslararası Akademik Yönetim Bilimleri Dergisi 12 20 61–88.

IEEE

[1]D. Singh ve İ. Alkara, “A REVIEW OF AI-ENABLED SUSTAINABLE MARKETING STRATEGIES: OPPORTUNITIES, RISKS, AND FUTURE DIRECTIONS”, YÖNBİL, c. 12, sy 20, ss. 61–88, Ağu. 2026, doi: 10.51947/yonbil.1890038.

ISNAD

Singh, Diwakar - Alkara, İbrahim. “A REVIEW OF AI-ENABLED SUSTAINABLE MARKETING STRATEGIES: OPPORTUNITIES, RISKS, AND FUTURE DIRECTIONS”. Uluslararası Akademik Yönetim Bilimleri Dergisi 12/20 (01 Ağustos 2026): 61-88. https://doi.org/10.51947/yonbil.1890038.

JAMA

1.Singh D, Alkara İ. A REVIEW OF AI-ENABLED SUSTAINABLE MARKETING STRATEGIES: OPPORTUNITIES, RISKS, AND FUTURE DIRECTIONS. YÖNBİL. 2026;12:61–88.

MLA

Singh, Diwakar, ve İbrahim Alkara. “A REVIEW OF AI-ENABLED SUSTAINABLE MARKETING STRATEGIES: OPPORTUNITIES, RISKS, AND FUTURE DIRECTIONS”. Uluslararası Akademik Yönetim Bilimleri Dergisi, c. 12, sy 20, Ağustos 2026, ss. 61-88, doi:10.51947/yonbil.1890038.

Vancouver

1.Diwakar Singh, İbrahim Alkara. A REVIEW OF AI-ENABLED SUSTAINABLE MARKETING STRATEGIES: OPPORTUNITIES, RISKS, AND FUTURE DIRECTIONS. YÖNBİL. 01 Ağustos 2026;12(20):61-88. doi:10.51947/yonbil.1890038

Uluslararası Akademik Yönetim Bilimleri Dergisi

ISSN: 2149-1984

YÜKSEKBİLGİLİ EĞİTİM VE DANIŞMANLIK LTD. ŞTİ.

YAPAY ZEKA DESTEKLİ SÜRDÜRÜLEBİLİR PAZARLAMA STRATEJİLERİNİN İNCELENMESİ: FIRSATLAR, RİSKLER VE GELECEKTEKİ YÖNELİMLER

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A REVIEW OF AI-ENABLED SUSTAINABLE MARKETING STRATEGIES: OPPORTUNITIES, RISKS, AND FUTURE DIRECTIONS

Öz

Anahtar Kelimeler

Kaynakça

Ayrıntılar

Birincil Dil

Konular

Bölüm

Yazarlar

Yayımlanma Tarihi

Gönderilme Tarihi

Kabul Tarihi

Yayımlandığı Sayı

DOI

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