Comparative Sustainable Marketing in Lithuania and Türkiye: Impacts on Customers

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.