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Öğe A SYSTEMATIC APPROACH TO SUSTAINABLE FOOD MARKETING: THE PERSPECTIVE OF SOCIAL MARKETING AND CONSUMER AWARENESS(İstanbul Ticaret Üniversitesi, 2026) Tabanlı, Seda Muti; Sunay, Melda MedineRapidly increasing population worldwide, climate changes, increasing costs pose a great threat to food sustainability. In addition, interest in sustainable green foods is at the forefront as a result of the orientation towards naturalness due to unhealthy mass production. The aim of this study is to determine the thematic issues related to sustainable foods in the food marketing literature and to create the infrastructure for future studies. 32 academic studies published in the period 2015-2025 were systematically analysed using the SPAR protocol and TCCM (theories, contexts, characteristics and methods) framework. The main factors shaping sustainable food consumption were identified as quality, price, food labels, personal values, social norms and social policies. The findings also show that consumers are turning towards sustainable products due to environmental concerns and health concerns, but this tendency does not translate into mass behaviour due to barriers such as high cost and lack of information. In particular, social marketing campaigns (digital adverts with emotional messages, climate labels) were found to increase consumer engagement and encourage sustainable choices. The study provides concrete recommendations for policy makers and marketing experts, such as price support mechanisms, intercultural communication strategies and mandatory labelling.Öğe ENGELLİ BİREYLERİN TOPLUMSAL YAŞAMA KATILIMININ SOSYOLOJİK ANALİZİ: SORUNLAR, ENGELLER VE İLİŞKİSEL PAZARLAMA YAKLAŞIMI İLE ÇÖZÜM ÖNERİLERİ(Orhan ÇAĞLAYAN, 2025) Tabanlı, Seda Muti; Sunay, Melda Medine[Anstract Not Available]Öğe Hedonic Benefit Perceptions, Brand Image, and Consumer Happiness in Smartphone Purchases(Ebru Bagci, 2025) Sunay, Melda Medine; Tabanlı, Seda MutiToday, the purchasing processes of technology products are shaped not only by functional utility but also by emotional and hedonic motivations. In the current age of consumption, many emotional purchasing experiences have shown that consumption is not based on rational decisions alone but is based on pleasure. Particularly in high-involvement products like smartphones, consumers associate happiness not just with technical features but also with experiential values (prestige, entertainment, aesthetics) offered by the product. However, multidisciplinary studies on how brand image mediates this relationship remain limited. The aim of this study was to determine the effect of hedonic value perception on consumer happiness and the mediating role of brand image in the smartphone preferences of consumers. The study was conducted with 396 participants living in Bursa. The convenience samp ling method was used within the non-probability sampling design, and data were collected using an online questionnaire. Simple Linear Regression was used in the analysis of the study hypotheses, and to test the hypothesis related to the mediating effect, Process Macro (Model 4), developed by Hayes, was applied. The findings obtained in the study demonstrated that the hedonic benefit perception had a positive effect on consumer happiness. Brand image was also found to have a mediating effect between hedonic benefit and consumer happiness. © 2025, Ebru Bagci. All rights reserved.Öğe REKLAMLARDA ÜNLÜ KULLANIMININ KOMPULSİF SATIN ALMAYA ETKİSİNİN MATERYALİST BAĞLAMDA DEĞERLENDİRİLMESİ(Bursa Technical University, 2023) Sunay, Melda Medine; Tabanlı, Seda MutiBu çalışmanın amacı; ekonomik ve sosyal yönden yıkıcı etkileri olan kompulsif satın alma davranışına etki eden unsurlardan; reklamlara yönelik tutum, reklamlarda ünlü kullanımının ve aile etkisinin materyalist tutuma etkisini belirlemektir. Bu doğrultuda 18 yaş üzeri 387 tüketiciye çevirim içi yoluyla anket yöntemi uygulanmıştır. Anket verileri SPSS 25 programıyla analiz edilmiş ve modelde oluşturulan hipotezler test edilmiştir. Analiz sonucunda tüketicilerin reklamlara ve reklamlara yönelik tutumlarının materyalizm ve kompulsif satın alma tercihlerine etki ettiği, aile etkisinin ise materyalizm ve kompulsif satın alma tercihlerine etki etmediği anlaşılmış ve materyalist tutumun kompulsif satın alma niyetinin belirleyicilerinden olduğu anlaşılmıştır. Ayrıca yaş değişkeninin, kompulsif satın alma niyeti değişkeni üzerinde anlamlı bir etkiye sahip olduğu, gelir durumunun ve eğitim düzeyinin ise kompulsif satın alma niyetinde etkisinin olmadığı anlaşılmıştır. Materyalist eğilim, marka bilinci, lüks ve konfor arayışı, sembolik tüketim vb. davranışların temelini oluşturarak karar verme ve satın almalara önemli ölçüde yön vermektedir. Araştırmada da ortaya konduğu üzere bu ürünlerin reklamlarda çıkması, reklamlarında da ünlülerin kullanılması bu eğilimi daha da arttırmaktadır.
