With changing consumption habits and the spread of fast consumption around the world, problems related to natural resources have increased. Issues such as environmental pollution, climate crises, and depletion of natural resources have led to the introduction of concepts such as sustainability, sustainable consumption, and green consumption into marketing literature. Businesses and consumers who recognize the necessity and importance of protecting the environment have begun to prioritize these concepts in their production and consumption processes.

Sustainable consumption refers to consumption behavior with minimal environmental impact. It can be achieved when consumers make purchasing decisions with environmental awareness. This approach reduces negative impacts on the environment. This study first explains the concepts of sustainability and sustainable consumption. It touches upon the responsibilities of the state, businesses, and society in protecting the environment. In this context, the national literature on Turkish consumers' attitudes toward sustainable consumption and their purchasing behaviors is examined. It is determined that consumers are aware of sustainable consumption, but the majority do not consider sustainability in their purchasing behaviors. It was also observed that consumers who support sustainable consumption engage in impulsive purchasing behaviors driven by psychological reasons. It was determined that married individuals, those with children, those with higher education and income, and older individuals prefer sustainable consumption. It was emphasized that education programs to raise environmental awareness are necessary to promote sustainable consumption and that retention efforts must be increased. It has been determined that economic and ecological benefits can increase with the spread of sustainable consumption, and that all stakeholders must support sustainability. Various recommendations have been made to researchers in this regard.