Green Digital Marketing and Sustainable Consumer Behavior: Integrating Environmental Communication and Green Trust in the Green Economy
DOI:
https://doi.org/10.61100/tacit.v4i3.417Keywords:
Green Digital Marketing, Environmental Communication, Green Trust, Greenwashing, Sustainable Consumer Behavior, Green EconomyAbstract
The development of the green economy has encouraged companies to integrate sustainability principles into their digital marketing strategies. This study aims to examine the evolution of green digital marketing and its relationship with sustainable consumer behavior, particularly through environmental communication and consumer trust. Using a narrative literature review approach, this study conducts a thematic synthesis of literature on green marketing, digital communication, green trust, greenwashing, and sustainable consumption behavior. The findings indicate that digital platforms expand the dissemination of environmental information and enhance consumer engagement. However, the effectiveness of green digital marketing depends on communication transparency, the credibility of environmental claims, and consumer trust. Greenwashing, product prices, quality, availability, and consumption habits may hinder behavioral change. This study develops a conceptual framework integrating green digital marketing, environmental communication, green trust, and sustainable consumer behavior. The framework contributes to understanding sustainable digital marketing and provides a foundation for more responsible marketing strategies and future empirical research supporting the transition toward a green economy.
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