Empowering Sustainable Consumption Through Innovative Digital Marketing and Strategic CSR: A Pathway to Achieving SDG 12

Ayyoob A and Aparna Sajeev

Paradigm, 2026, vol. 30, issue 1, 62-76

Abstract: Sustainability consumption has been the major barrier the world has to overcome to meet the Sustainable Development Goal 12 (responsible consumption and production) requirements. Even though raising consciousness has been one of the main reasons for the organizations that would still choose the unsustainable way of doing things, they often argue about the poor quality of the marketing done and the corporate social responsibility (CSR) initiatives that the companies might have. In this study, the roles of Innovative Digital Marketing Strategies (IDMS), CSR initiatives and consumer awareness of sustainability (CAS) in fostering sustainable consumption behaviour (SCB) are investigated. A quantitative method was employed, where data were collected using structured online questionnaires, and the subsequent analysis was performed using descriptive statistics, independent sample t -test, correlation and multiple regression in SPSS version 26. The results showed that IDMS, CSR initiatives and CAS have a positive and significant impact on SCB, with the regression results providing the strongest predictive power of IDMS and CSR. The findings support the idea of integrating sustainability into brand communication and CSR practices as a way of facilitating consumer behaviour change that is more than just superficial. The research area contributes to the theory of sustainable marketing, stakeholder theory and service industry, giving practical insights to organizations that are setting out to design effective, transparent and sustainability-oriented digital strategies.

Keywords: Consumer awareness; corporate social responsibility; digital marketing; Sustainable Development Goal 12; sustainable consumption (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:sae:padigm:v:30:y:2026:i:1:p:62-76

DOI: 10.1177/09718907261438996

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