Abstract:

In today’s world, where consumption continues to increase with industrialization and globalization, methods of combating environmental problems have gained importance. The fact that the environmental pollution and destruction that occur during production in many sectors have become visible, and the necessity to protect nature, climate, animals and people has brought green consumption activities. Consumers, who demand products that respect nature, have ensured that the marketing activities of institutions are shaped on the axis of sustainability. It is aimed to produce solutions to environmental problems by producing environmentally friendly products by applying green marketing strategies by individuals and institutions. In all processes of green marketing efforts, the aim is to produce environmentally friendly products, and it is aimed to convey the message that the products are made with respect to nature, with green advertisements. Institutions respond to the demands of green friendly consumers with green products, green prices, green labels, green distribution, green advertisements and correct waste management strategies. Within the scope of the study, Mavi Jean and Levi’s Jean brands were selected using purposeful sampling management. This work was carried out; in order to reveal the waste management activities of the designated institutions in the context of the strategies included in the Waste Management Hierarchy between the years 2017- 2022, through green advertisements. Within the scope of the research, four green commercials made in the last 5 years on YouTube channels of Mavi and Levi’s brands were examined using content analysis method within the scope of qualitative research methods. Among the 6 solution methods in the Waste Management Hierarchy in the commercials made within the scope of green marketing, institutions resort to reduction, prevention, reuse and recycling strategies; It has been determined that energy recycling and disposal methods are not carried out.

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