The Mediating Role of Environmental Awareness in the Effect of Sustainable Marketing on Customer Satisfaction

Yakup Durmaz and Ebru Öcal
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Yakup Durmaz: Department of Marketing, Faculty of Economics and Administrative Sciences, Kilis 7 Aralık University, Kilis, Turkey
Ebru Öcal: Graduate Education Institute, Hasan Kalyoncu University, Gaziantep, Turkey

Economic Analysis Letters, 2025, vol. 4, issue 3, 41-52

Abstract: The purpose of this study is to investigate whether Environmental Awareness has a Mediating Role in the Effect of Sustainable Marketing on Customer Satisfaction. Today, many problems such as increasing population, environmental conditions, natural climatic conditions, climatic conditions, economic systems, and social injustice have led to a further increase in sustainability. It is essential for businesses to adopt a sustainable marketing approach for consumers to consume responsibly, and to leave a legacy of a more equal, higher-income, and breathing universe to the next generations. The purpose of this program is to explain that sustainable marketing is aimed at consumer environmental awareness and customer satisfaction, and the communications between these factors within the framework of a model. In this research, easy-to-use online survey methods were used, and the results of the survey studies conducted within the scope of Hasan Kalyoncu University in Gaziantep were obtained by determining the information of 368 people. Exploratory and confirmatory factor analysis, reliability analysis, and structural flexibility analyses were used to analyse the data. The system of findings shows that there is a positive relationship between sustainable marketing and customer satisfaction; It was determined that there is a positive relationship between sustainable marketing and environmental awareness, and that there is a positive relationship between environmental awareness and customer satisfaction. It has also been determined that environmental awareness plays a mediating role in the relationship between sustainable marketing and customer satisfaction.

Keywords: Sustainable Marketing; Customer Satisfaction; Environmental Awareness (search for similar items in EconPapers)
Date: 2025
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