IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v17y2025i17p7784-d1737259.html
   My bibliography  Save this article

The Role of Digital Marketing in Shaping Sustainable Consumption: Insights from a Systematic Literature Review

Author

Listed:
  • Albérico Travassos Rosário

    (Instituto Politécnico de Setúbal, Escola Superior de Ciências Empresariais de Setúbal, Campus do Instituto Politécnico de Setúbal, Estefanilha, Edifício ESTS, 2914-504 Setúbal, Portugal
    GOVCOPP—Governance, Competitiveness and Public Policies, Campus Universitário de Santiago, Rua de S. Tiago DCSPT Room 12.3.8, 3810-193 Aveiro, Portugal)

  • Joana Carmo Dias

    (Centro de Investigação em Organizações, Mercados e Gestão Industrial (COMEGI), Universidade Lusíada, 1349-001 Lisbon, Portugal
    Faculdade de Economia, Universidade do Porto (FEP), R. Roberto Frias, 4200-464 Porto, Portugal)

Abstract

As global awareness of environmental and social challenges continues to rise, companies are increasingly re-evaluating how they connect with consumers. This study investigates the role of digital marketing in promoting more sustainable consumer behaviours. Based on a systematic review of peer-reviewed literature retrieved from the Scopus database, and conducted following the PRISMA framework, this research analysed 84 academic publications. The findings highlight that strategies such as personalised messaging, social media engagement, influencer collaborations, and eco-conscious branding are significantly influencing purchasing decisions. Approaches rooted in transparency, emotional storytelling, and ethical data practices appear to enhance consumer trust and strengthen brand relationships. Although the field is technically well developed, it remains underexplored in areas such as digital accessibility and ethical governance. Overall, this study suggests that, when aligned with sustainable values, digital marketing becomes more than a promotional tool—it emerges as a key driver of responsible consumption and the cultivation of long-term, value-based connections between consumers and brands.

Suggested Citation

  • Albérico Travassos Rosário & Joana Carmo Dias, 2025. "The Role of Digital Marketing in Shaping Sustainable Consumption: Insights from a Systematic Literature Review," Sustainability, MDPI, vol. 17(17), pages 1-29, August.
    • Handle: RePEc:gam:jsusta:v:17:y:2025:i:17:p:7784-:d:1737259
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/17/17/7784/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/17/17/7784/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Sophie Hemker & Carolina Herrando & Efthymios Constantinides, 2021. "The Transformation of Data Marketing: How an Ethical Lens on Consumer Data Collection Shapes the Future of Marketing," Sustainability, MDPI, vol. 13(20), pages 1-13, October.
    2. Haiyan Kong & Hualong Fang, 2024. "Research on the Effectiveness of Virtual Endorsers: A Study Based on the Match-Up Hypothesis and Source Credibility Model," Sustainability, MDPI, vol. 16(5), pages 1-21, February.
    3. Sharma, Animesh Kumar & Sharma, Rahul, 2024. "How artificial intelligence is transforming social media marketing: Analysing its potential and addressing concerns," Journal of Cultural Marketing Strategy, Henry Stewart Publications, vol. 9(1), pages 75-90, December.
    4. Pengen Mai & Steven James Day, 2023. "Persuading Reluctant Customers: The Online Marketing Communications of Car Sharing Firms," Sustainability, MDPI, vol. 15(24), pages 1-18, December.
    5. Neal R. Haddaway & Matthew J. Page & Chris C. Pritchard & Luke A. McGuinness, 2022. "PRISMA2020: An R package and Shiny app for producing PRISMA 2020‐compliant flow diagrams, with interactivity for optimised digital transparency and Open Synthesis," Campbell Systematic Reviews, John Wiley & Sons, vol. 18(2), June.
    6. Francisco Diez-Martin & Alicia Blanco-Gonzalez & Camilo Prado-Roman, 2019. "Research Challenges in Digital Marketing: Sustainability," Sustainability, MDPI, vol. 11(10), pages 1-13, May.
    7. Veronika Škerháková & Viktória Ali Taha & Denis Tirpák & Štefan Kráľ, 2022. "Perception of Corporate Reputation in the Era of Digitization: Case Study of Online Shopping Behavior on Young Consumers," Sustainability, MDPI, vol. 14(21), pages 1-14, November.
    8. Giannis Theofanous & Alkis Thrassou & Naziyet Uzunboylu, 2024. "Digital Inclusivity: Advancing Accessible Tourism via Sustainable E-Commerce and Marketing Strategies," Sustainability, MDPI, vol. 16(4), pages 1-15, February.
    9. Ana-Maria Urdea & Cristinel Petrişor Constantin & Ioana-Mădălina Purcaru, 2021. "Implementing Experiential Marketing in the Digital Age for a More Sustainable Customer Relationship," Sustainability, MDPI, vol. 13(4), pages 1-17, February.
    10. Albérico Travassos Rosário & Joana Carmo Dias, 2024. "Exploring the Landscape of Smart Tourism: A Systematic Bibliometric Review of the Literature of the Internet of Things," Administrative Sciences, MDPI, vol. 14(2), pages 1-26, January.
    11. Antonella Cammarelle & Rosaria Viscecchia & Francesco Bimbo, 2021. "Intention to Purchase Active and Intelligent Packaging to Reduce Household Food Waste: Evidence from Italian Consumers," Sustainability, MDPI, vol. 13(8), pages 1-13, April.
    12. Umer Zaman, 2024. "Guardians of the Green: Exploring Climate Advocacy, Data Privacy-Conscious Marketing, and Social Moral Licensing in Regenerative Tourism in Hawaii," Sustainability, MDPI, vol. 16(23), pages 1-17, November.
    13. Tsekouropoulos, Georgios & Koliouska, Christiana & Theocharis, Dimitrios & Andreopoulou, Zacharoula, 2018. "Green products: digital marketing and consumer behavior for sustainability," Agricultural Economics Review, Greek Association of Agricultural Economists, vol. 0(Issue 2).
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Zoltán Lakner & Brigitta Plasek & Gyula Kasza & Anna Kiss & Sándor Soós & Ágoston Temesi, 2021. "Towards Understanding the Food Consumer Behavior–Food Safety–Sustainability Triangle: A Bibliometric Approach," Sustainability, MDPI, vol. 13(21), pages 1-23, November.
    2. Stabak Roy & Saptarshi Mitra, 2023. "Enhancing Bilateral Relations and Regional Cooperation: Analysing the Feasibility and Implications of India–Myanmar Railway Connectivity," South Asian Survey, , vol. 30(1), pages 72-98, March.
    3. Timo Neunaber & Sven Meister, 2023. "Digital Maturity and Its Measurement of General Practitioners: A Scoping Review," IJERPH, MDPI, vol. 20(5), pages 1-18, February.
    4. Luis Kevin Cortez-Clavo & Maryorie Irania Salazar-Muñoz & Rogger Orlando Morán-Santamaría, 2025. "Digitalisation to Improve Automated Agro-Export Logistics: A Comprehensive Bibliometric Analysis," Sustainability, MDPI, vol. 17(10), pages 1-21, May.
    5. Shafiqul Islam & Mohammad Fakhrul Islam & Noor-E- Zannat, 2023. "Behavioral Intention to Use Online for Shopping in Bangladesh: A Technology Acceptance Model Analysis," SAGE Open, , vol. 13(3), pages 21582440231, September.
    6. Albérico Travassos Rosário & Anna Carolina Boechat, 2025. "How Sustainable Leadership Can Leverage Sustainable Development," Sustainability, MDPI, vol. 17(8), pages 1-27, April.
    7. Marek Borowski & Charith Madhuwantha Rathnayake & Klaudia Zwolińska-Glądys, 2025. "Nearly Zero-Energy Buildings (NZEBs): A Systematic Review of the Current Status of Single-Family Houses in the EU," Energies, MDPI, vol. 18(12), pages 1-28, June.
    8. Mihajlo Zinoski & Iva Petrunova & Jana Brsakoska, 2025. "The Architecture of Public Buildings as a Transformative Model Toward Health and Sustainability," IJERPH, MDPI, vol. 22(5), pages 1-23, May.
    9. Tsekouropoulos, Georgios & Koliouska, Christiana & Theocharis, Dimitrios & Andreopoulou, Zacharoula, 2018. "Green products: digital marketing and consumer behavior for sustainability," Agricultural Economics Review, Greek Association of Agricultural Economists, vol. 0(Issue 2).
    10. Nafchi Majid Ziaei, 2025. "Digital Fatigue and Gamification: A Systematic Literature Review," ACC Journal, Sciendo, vol. 31(2), pages 59-69.
    11. Homero Rodríguez-Insuasti & Néstor Montalván-Burbano & Otto Suárez-Rodríguez & Marcela Yonfá-Medranda & Katherine Parrales-Guerrero, 2022. "Creative Economy: A Worldwide Research in Business, Management and Accounting," Sustainability, MDPI, vol. 14(23), pages 1-27, November.
    12. Albérico Travassos Rosário & Paula Rosa Lopes & Filipe Sales Rosário, 2025. "How Digital Development Leverages Sustainable Development," Sustainability, MDPI, vol. 17(13), pages 1-34, July.
    13. Sergio Pires Pimentel & Marcelo Nogueira Bousquet & Tiago Alves Barros Rosa & Leovir Cardoso Aleluia Junior & Enes Goncalves Marra & Jose Wilson Lima Nerys & Luciano Coutinho Gomes, 2025. "A Systematic Literature Review on Li-Ion BESSs Integrated with Photovoltaic Systems for Power Supply to Auxiliary Services in High-Voltage Power Stations," Energies, MDPI, vol. 18(13), pages 1-38, July.
    14. Ganesh Dash & Debarun Chakraborty, 2021. "Digital Transformation of Marketing Strategies during a Pandemic: Evidence from an Emerging Economy during COVID-19," Sustainability, MDPI, vol. 13(12), pages 1-19, June.
    15. Ifeoma Chukwunonso Onyemelukwe & José Antonio Vasconcelos Ferreira & Ana Luísa Ramos, 2023. "Human Energy Management in Industry: A Systematic Review of Organizational Strategies to Reinforce Workforce Energy," Sustainability, MDPI, vol. 15(17), pages 1-23, September.
    16. Hamed Nozari & Agnieszka Szmelter-Jarosz & Javid Ghahremani-Nahr, 2021. "The Ideas of Sustainable and Green Marketing Based on the Internet of Everything—The Case of the Dairy Industry," Future Internet, MDPI, vol. 13(10), pages 1-18, October.
    17. Karim Darban & Smail Kabbaj & Mostafa El Jay, 2023. "The Transformative Potential of AI in Green Marketing Strategies," Post-Print hal-04523586, HAL.
    18. Albérico Travassos Rosário & Paula Lopes & Filipe Sales Rosário, 2024. "Sustainability and the Circular Economy Business Development," Sustainability, MDPI, vol. 16(14), pages 1-24, July.
    19. Assunta Di Vaio & Sabrina Palladino & Elisa Van Engelenhoven, 2025. "Digital Twins nei Sistemi Portuali e il contributo di GHG accounting: Una review della letteratura," MANAGEMENT CONTROL, FrancoAngeli Editore, vol. 2025(1), pages 211-236.
    20. Alessio Lasina & Elisa Bianchetto & Laura Gennaro & Fernando Monroy & Sergio Pellegrini & Manuela Plutino, 2025. "Living Labs for Future Healthy Soils: A Review," Land, MDPI, vol. 14(10), pages 1-20, September.

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:17:y:2025:i:17:p:7784-:d:1737259. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.