Vol.15, No.3, August 2026.                                                                                                                                                                          ISSN: 2217-8309

                                                                                                                                                                                                                        eISSN: 2217-8333

TEM Journal

TECHNOLOGY, EDUCATION, MANAGEMENT, INFORMATICS

Association for Information Communication Technology Education and Science

The Effect of Marketing Flexibility on Sustainable Marketing Orientation in the Automotive Sector

Ümmü Saliha Eken Inan, Aladdin Selçuk Köylüoğlu, Ahmet Tanç, Bekir Cihan Uçkaç, Abdurrahman Gümrah

© 2026 Ümmü Saliha Eken Inan, published by UIKTEN. This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License. (CC BY-NC-ND 4.0)

Citation Information: TEM Journal. Volume 15, Issue 3, Pages 2366-2374, ISSN 2217-8309, DOI: 10.18421/TEM153-27, August 2026.

Received: 17 October 2025.
Revised: 17 January 2026.
Accepted: 04 February 2026.
Published: 27 August 2026.

Abstract:

This study examines the relationship between marketing flexibility and sustainable marketing orientation in the automotive industry. Conducted with 392 automotive sector employees in Konya, the research reveals that marketing flexibility significantly and positively influences sustainable marketing orientation. Regression analysis indicates that marketing flexibility explains 75% of the variance in sustainable marketing orientation. Demographic analysis shows that female employees demonstrate higher perception of marketing flexibility compared to male counterparts, while married employees exhibit more positive perceptions of both marketing flexibility and sustainable marketing orientation. Educational level appears to have no significant impact on either variable. The findings suggest that marketing flexibility serves as a critical prerequisite for successful implementation of sustainable marketing practices in the automotive sector. Consequently, businesses should develop adaptable marketing strategies capable of responding to evolving market conditions while integrating sustainability objectives as core components of their strategic approach.

Keywords – Marketing adaptability, sustainable marketing orientation, automotive industry.

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