Communicating sustainability: how brands can influence consumers' purchasing decision
DOI:
https://doi.org/10.46793/ICEMIT23.007AKeywords:
Digital marketing, Social media, Sustainable communication, Sustainability, Structural Equation Modeling (SEM)Abstract
Brands use digital marketing communication and tools, including social media, to effectively convey information about their sustainable practices in response to growing consumer demand for sustainability. This approach allows brands to incorporate sustainability messages into their promotional strategies, meeting the growing demand for environmentally friendly products. A study of 423 individuals, including 149 males (35.2%), 273 females (64.5%) and 1 participant of other gender (0.2%), with an average age of 42.74 years (SD=15.94%), examined the relationship between sustainability communication, digital marketing, brands' use of social media and consumers' purchasing decisions. The results of the study suggest that communicating sustainable practices through digital marketing can positively influence consumers' purchasing decisions. By taking advantage of digital marketing platforms such as social media, brands can increase their sustainability visibility and reputation. In addition, digital marketing allows brands to build trust with consumers by providing transparent and authentic information about their sustainable practices.
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