TITLE:
How Does Sustainable Digital Marketing Affect Consumer Behavior?
AUTHORS:
Lifang Yao
KEYWORDS:
Digital Marketing, Sustainability Awareness, Consumer Behavior
JOURNAL NAME:
American Journal of Industrial and Business Management,
Vol.14 No.3,
March
25,
2024
ABSTRACT: This study delves into the intricate relationship
between sustainable digital marketing and consumer behavior, revealing
multifaceted insights through correlation analysis. The findings emphasize the
need for marketers to strike a delicate balance between engaging consumers with
digital content and avoiding content overload to influence behavior effectively.
Moreover, the study highlights a potential gap between consumers’ awareness of
sustainability issues and their actual behavior, underscoring the importance of
educational initiatives and transparent communication strategies. On a positive
note, correlations indicate the potential of sustainability messaging to drive
consumer behavior and the importance of building trust in sustainability
efforts. Overall, these insights enable businesses to develop targeted,
effective sustainability strategies that resonate with consumer values,
fostering positive changes in behavior and contributing to broader
environmental and social goals.