Comparative Sustainable Marketing in Lithuania and Türkiye: Impacts on Customers

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Tümbek Tekeoğlu A. N., Ksivickaite M. M.

Journal of Industrial Policy and Technology Management, 7(1), 2024, 177-196, cilt.7, sa.1, ss.177-196, 2024 (Hakemli Dergi)

Özet

Abstract: This study identifies sustainable activities disparities and levels of sustainability

marketing in Lithuania and Türkiye. The population of both countries was surveyed and

administered the demographic profile and sustainable lifestyles attitude and behavior survey. The

outcomes show a demographic structure that is very diverse and which includes a large number

of youths, professionals, and people from a variety of social backgrounds with middle/low/high

incomes. Factor analysis of human cognitive or social processes is an appropriate tool for

assessing the suitability of the scales applied to customer behavior, as well as for defining

structural constructs. The structural equation modeling (SEM) reveals that sustainable marketing

affects customer conduct positively and with the same degree of significance in both the

countries. Similarly, the comparison indicates strong sustainability orientation, however, Türkiye's

market seeks more sustainable practices as compared to Lithuania. The fact suggests the influence

of cultural or context factors in shaping consumers' attitude and behavior towards sustainability;

to focus on fasten unique marketing strategy and to achieve the same goal of committing

sustainable behavior globally.

Keywords: Sustainable Marketing Strategies, Consumer Buying Behavior, SEM, Lithuania, Türkiye