Sustainable Marketing

The concept of sustainability is expressed as the protection of ecological balance and avoidance of excessive consumption of natural resources in order to leave a livable world to future generations. This concept, which was first put forward by International Union for Conservation of Nature and Natural Resources (IUCN) in 1982, is defined as the conscious consumption of natural resources, provided that the lives of all the living things in nature are not endangered (Özbakır & Velioğlu, 2010). In the report “Brundtland/Our Common Future” published by the World Commission on Environment and Development in 1987, sustainability is expressed as taking into account the needs of future generations while meeting the needs of the present generations (World Commission on Environment and Development, 1987). The concept of sustainability is also expressed as the protection of the values necessary for social, economic and environmental balance (Daily & Ehrlich, 1996) and the prevention of social inequality by ensuring the continuity of this balance (Maclaren, 1999).