Yeşil Pazarlamanın Evrimi ve Dijitalleşen Dünyada Sürdürülebilir Tüketim Davranışlarına Etkisi

This study examines the historical evolution of green marketing and its transformation through digitalization, focusing on its impacts on sustainable consumption behaviors. As environmental concerns grow, consumers increasingly prefer eco-friendly products, prompting companies to adopt sustainability-oriented strategies. Digitalization enhances the reach and effectiveness of green marketing strategies, facilitating the promotion of eco-friendly products. The study explores how cultural and psychological factors influence consumer behaviors, emphasizing the role of perceived consumer effectiveness and social norms in shaping sustainable consumption. Moreover, the impact of digital nudging strategies on consumer decision-making is discussed, highlighting the power of digital platforms in promoting sustainable practices. This literature-based research provides a comprehensive theoretical framework to enhance the implementation of green marketing strategies and offers strategic suggestions for future studies. By aiming to optimize both environmental and commercial benefits, this study seeks to contribute to a sustainable future.