Green Fiscal Policies for Sustainable Green Markets

Green fiscal policies are an important tool for the public sector to facilitate the transformation of the economy towards a green economy. These policies cover a range of approaches, from green procurement to environmental taxes and incentives, and can accelerate and guide the green transformation process. In this context, it is important for the public sector to promote green marketing. The concept of green marketing aims to promote genuinely green business models throughout the production and transformation process, rather than simply using greenwashing tactics. This is particularly important in light of the current global climate crisis and environmental issues. While this transition may take time, it is vital that we accelerate the process. In order for all sectors to engage in green marketing, it is crucial for the public sector to develop and implement fiscal policies with a green perspective. It is important not only to introduce legal obligations, but also for public institutions and organisations to be sensitive and willing in this regard. In addition, it would be beneficial to take into account the implementation of the law and the sensitivity of institutions to green marketing, including in performance audits. On the other hand, the private sector, aware of the sensitivity of the public sector towards green fiscal policies, will direct its investments and transform existing ones in favour of green marketing. This study will contribute to the policy approach by examining the interaction between green fiscal policies and green marketing, as well as the policies developed in this regard. In the study, the literature review method was chosen. The aim of the study is to reveal the interdisciplinary relationship between the concept of green marketing, which is important for green economic transformation, and fiscal policy, which is a public policy, and to provide a source for future studies.