The article titled “Sustainable, therefore reputable: linking sustainability, reputation, and consumer behaviour“, co-authored by Umut ÜNAL, a master’s student of our University’s Institute of Graduate Studies, MBA program, and Assoc.Prof.Dr. Mertcan TAŞÇIOĞLU, a faculty member of the Faculty of Political Sciences, Department of Business Administration, was published in Marketing Intelligence & Planning journal. In their study, ÜNAL and TAŞÇIOĞLU examined the importance of companies’ sustainability efforts for corporate strategies from the consumer behaviours perspective.
In their study, ÜNAL and TAŞÇIOĞLU examined the impact of social, economic and environmental sustainability efforts on society, one of the most important stakeholders of sustainable development. They also showed that sustainability efforts carried out by companies within the framework of corporate social responsibility have a positive impact on corporate reputation and pointed out that putting sustainability at the center of their corporate strategies has simultaneous benefits for society, the environment and the economy. Thus, they emphasized that developing a policy consistent with the sustainable economic development policy creates an important win-win situation for companies.
In the light of their findings, ÜNAL and TAŞÇIOĞLU emphasized the importance of the private sector’s role in the realization of sustainable development goals, underlined that the work done by companies in this regard is not left unrewarded by society, and stated that in fact, the sustainability efforts made by companies provide the construction of an indirect partnership and cooperation between society and the business world.