Examining the Impact of Sustainable Branding on Consumer Behaviour through Digital Platforms
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Abstract
In this digital era, digital marketing and information systems can prove to be a vital tool in driving sustainable behaviour among consumers. This research paper aims to explore how sustainable branding in the digital era is very important in shaping and influencing consumers. With an ample number of brands growing and flourishing each day, the market scenario has become grim in the context of environmental concerns. The research work has employed a quantitative approach utilising the survey method. A questionnaire was administered to 106 respondents. The findings of this research work focus on the need for authenticity, social responsibility and transparency. This study also contributes to understanding strategies that are practical for brands to adopt in the highly competitive digital marketplace while embracing sustainable development. The findings also reveal how an organisation, through strategic planning and digital marketing, with the support of vast information systems and huge social networks, can embrace sustainable communication. With the help of digital marketing, information systems organisations can communicate sustainability very efficiently by incorporating engaging content, using social media platforms, and investing in digital marketing tools. Furthermore, researchers can incorporate these findings to study the broader impact of robust information systems on the intricate relationship that lies between sustainable consumer behaviour and digital marketing.
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