Quantitative and Conceptual Exploration of the Influence of Innovative Sustainable Digital Marketing Strategies on Consumer Behaviour

Nayana Prabhash () and S. S. Mageswari
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Nayana Prabhash: Dayanada Sagar University, Assistant Professor, School of Commerce and Management Studies
S. S. Mageswari: Dayanada Sagar University, Assistant Professor, School of Commerce and Management Studies

A chapter in Proceedings of the International Research Conference on Resilience for Sustainability: Management Practices and Strategies for the Future (IRC 2025), 2025, pp 164-202 from Springer

Abstract: Abstract As environmental sustainability and digitalization revolutionize the consumer expectations worldwide, businesses are being pushed harder than ever to integrate marketing strategies with sustainable and technology-driven approaches. In this study, the impact of advanced Sustainable Digital Marketing (SDM) practices on consumer behaviour within the nascent digital economy is investigated. With a special emphasis on sustainable business practice, the study investigates the effects of SDM on significant behavioral outcomes such as eco-consciousness, digital involvement, brand trust, perceived value of sustainability, green ideas, purchase intention, and actual purchasing behaviour. Using a quantitative approach, the responses of 400 respondents from various regions were collected using a structured questionnaire. Descriptive analysis, correlation, and Structural Equation Modelling (SEM) were employed in order to quantify the inter-relations between the variables. The model fit the data perfectly (CFI = 0.96, RMSEA = 0.04, SRMR = 0.03), and internal consistency was confirmed using reliability tests. Research finds that SDM programs greatly increase eco-awareness and online participation. Greater participation breeds trust and increases perceived value for sustainability, which, in conjunction with green inclinations, has a strong impact on purchasing intention and actual purchasing behaviour. Perceived value and trust are particularly critical as primary intermediaries within the process between sustainable marketing campaigns and consumer choice. The research provides business and marketing implications for aligning sustainability with online behaviour. Referencing green initiatives and creating green values enables companies to build consumer trust, loyalty, and buying habits. The research bridges an essential knowledge gap by showing that SDM is not only a strategic necessity but also a driver of sustainable consumer behaviour.

Keywords: Consumer Behaviour; Eco-Conscious Consumer; Sustainable Consumer Practices; Sustainable Digital Marketing; Sustainable Business Strategy (search for similar items in EconPapers)
Date: 2025
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DOI: 10.2991/978-94-6463-860-8_13

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