Green Digital Strategies: Sustainability in Global and Greek Cultural Marketing

Charis Avlonitou, Eirini Papadaki () and Androniki Kavoura
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Charis Avlonitou: Department of Business Administration & Tourism, Hellenic Mediterranean University, 71410 Heraklion, Greece
Eirini Papadaki: Department of Business Administration & Tourism, Hellenic Mediterranean University, 71410 Heraklion, Greece
Androniki Kavoura: Department of Business Administration, University of West Attica, 12244 Aigaleo, Greece

Sustainability, 2025, vol. 17, issue 5, 1-44

Abstract: This study explores the growing global focus on sustainability in museums and cultural institutions, examining how digital marketing can support both sustainability and cultural identity. It provides insights into best practices, strategies, and challenges faced by cultural organizations, offering recommendations for improving sustainability and digital marketing in the Greek cultural sector. The study employs a mixed-methods approach, including a literature review to establish the international context, an observational analysis of global leaders mainly focusing on the Museum of Modern Art (MoMA) and the Metropolitan Opera (the Met), and primary research through a 30-question survey answered by 26 Greek cultural institutions. The findings reveal that leading global cultural organizations effectively use digital strategies to promote sustainability, enhancing cultural identity, brand, and economic resilience while advancing environmental stewardship and social justice. Greek cultural organizations, primarily facing financial and technical constraints, struggle with strategic integration and digital marketing, with few exceptions. The study concludes that the benefits of sustainable digital marketing outweigh the challenges, as it can significantly enhance cultural values and drive sustainability across environmental, economic, and social dimensions. By adopting a deeper understanding of sustainability and a more strategic, holistic approach, Greek organizations can amplify their impact, strengthen their presence, and contribute to long-term sustainability goals.

Keywords: sustainability; museums/cultural organizations; digital marketing; social media (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2025
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