Sustainable marketing is a contemporary marketing approach that aims not only to make profits but also to create long-term value by focusing on environmental, social and ethical responsibilities. Instead of the 4P model of traditional marketing, which consists of product, price, distribution and promotion elements, this approach has evolved into a consumer-focused 4C model that includes customer solution, customer cost, communication and convenience elements. This transformation has accelerated due to increasing environmental concerns, changing consumer preferences and intensifying global competition. Unlike traditional approaches that focus on short-term sales targets, sustainable marketing aims to balance the expectations of multiple stakeholders, establish trust through transparency and corporate compliance, encourage conscious consumption, and thereby provide businesses with a unique competitive advantage. This approach enables businesses to contribute to a sustainable future by acting sensitively towards social and ecological problems.