62 Copyright © 2022, IGI Global. Copying or distributing in print or electronic forms without written permission of IGI Global is prohibited. Chapter 4 DOI: 10.4018/978-1-6684-3430-7.ch004 ABSTRACT In today’s global world, issues such as environmental protection, environmental production, and envi- ronmental sales have begun to be paid attention to by consumers. Natural threats due to global warming in recent years and negative natural events such as earthquakes, food disasters, extreme temperatures, and storms directly threaten human existence. Due to the threat of the COVID-19 pandemic in the years 2020-2021, signifcant changes have occurred in people’s purchasing behaviors. For example, consumers have tended to buy natural products rather than artifcial product preferences due to mass production. At the same time the individuals forming the society and environmental organizations and laws are of the opinion that one of the most important factors threatening the environment is production enterprises. For this reason, businesses have started to act more sensitively about environmentalism in their produc- tion and sales activities in order not to attract the reaction of society and environmental organizations. INTRODUCTION The fastest-growing industry that has done empirical research since the 1970s and the rapid depletion of scarce resources in mass production depending on the environment by the humanity of careless destruction, the rapid degradation of ecological balance in the universe has become one of the most important problems. Modern enterprises have realized that they cannot be insensitive to environmental problems. In this direction, it is accepted by both business and academic circles that the focus of corpo- rate sustainability is environmental issues. In recent yesildiz, it has become inevitable for businesses to consider green marketing practices when conducting their activities (Shadi-Dizaji, 2017). The increasing expectations of consumers from brands on environmental issues have made it mandatory for businesses Green Sales Bekir Değirmenci https://orcid.org/0000-0001-5236-5245 Adıyaman University, Turkey Yakup Durmaz https://orcid.org/0000-0003-0332-4185 Hasan Kalyoncu University, Turkey