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SUSTAINABILITY OF WHAT IN MARKETING?: A CRITICAL DISCUSSION ON THE DISCOURSE CONSISTENCY OF POST-MODERN MARKETING IN THE MASS CONSUMPTION ECONOMY

Mahmut Nevfel Elgün,Hüseyin Çağatay Karabıyık

  • Mahmut Nevfel Elgün: Necmettin Erbakan Üniversitesi
  • Hüseyin Çağatay Karabıyık: Bağımsız
  •  Year : 2024
  •  Vol : 2
  •  Issue : 1
  •  Page : 1-11
Consumption is one of the main factors of the Post-modern social structure, which is the final point reached by humanity by evolving from religion to science and from science to consumption. So, it is not possible to understand today's structure without considering consumption. It is important to understand both consumer decisions and behaviors and marketing theory and practice, not only to understand the economic structure, but also to understand the post-modern society. When the marketing literature is reviewed, although there is a lot of methodological diversity in post-modern marketing methods, these methods are defined and applied in a certain way. However, when evaluated in terms of consumption philosophy, important discussion points arise. One of the issues that needs to be discussed is the difference in the discourse and practice of sustainability marketing. Because of air pollution, climate change, global warming and the decrease in natural resources, sustainability continues to exist as an important and up-to-date field in terms of economy. In this study, the reality of what is sustainable and what is at the core of sustainability marketing is discussed. Although the discourse of sustainability marketing is to protect nature and natural resources and leave a sustainable nature and production opportunities for future generations, this situation differs in practice. In this study, it was concluded that, contrary to the discourse of sustainability marketing, it aims to make the economic growth sustainable, which has become a dogma of neoliberal economy. When this situation is examined in terms of both marketing and consumer behavior, it is understood that both brands and consumers aim not to protect nature, but to continue consumption and make macroeconomic growth sustainable. This situation was examined with a critical approach in this study and suggestions were developed through alternative approaches, considering the concept of the priority of essence.
Cite this Article As : Elgün, M. N., & Karabıyık, H. Ç. (2024). Sustainability of what in marketing?: A critical discussion on the discourse consistency of post-modern marketing in the mass consumption economy. Sustainable Welfare, 2(1), 1-11.

Conflict of interest : The authors declare that they have no conflict of interest.

This article is published under the CC BY-NC 4.0 license.
Sustainable Welfare
2024, Vol2, Issue1
ISSN: 3023-6673
Received : , Accepted : , Published Online :

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