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

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.