İdealkent, cilt.8, ss.396-422, 2017 (Diğer Kurumların Hakemli Dergileri)
The increasing concern towards environmental issues across the globe led to the production and the marketing of goods with ecological features or connotations. In this regard, green marketing emerged as an effort, which promotes environmental consciousness in the consumption of nature-friendly commodities and the pursuit of greener lifestyles. On the other hand, neoliberal ideology of urbanism has been considered as a phenomenon, which performs destructive effects on nature. As one of the significant sites of this neoliberal logic, gated communities occupy a significant position in the housing market, promoting lifestyles with security, prestige and happiness. Based on a research of branded gated communities constructed in Istanbul in recent years, this article points out that green marketing serves as an important effort for the promotion of gated communities. As a brand identity element, the emphasis on green provides a distinctive status to these gated communities and differentiate them from other projects. Furthermore, green marketing discourses also reveal new ways by which green-gated communities offer an anti-city lifestyle by providing green alternatives, but not an anti-urban one since they continue their ties with the urban life. With the analysis of 19 different green-gated communities constructed in Istanbul recently, this article aims to point out the ways in which green marketing narratives communicate the brand promises of gated communities and serve as a strategy for neoliberal urbanism to expand its market with the green discourse.