Abstract

VERA QUEZADA, Esteban Mauricio; ALVAREZ GAVILANES, Juan Edmundo; RIVERA COSTALES, José Alberto  and  VILLAVICENCIO RODAS, María Fernanda. Sustainability-based digital marketing: how are brands using green strategies to engage conscious consumers?. Universidad y Sociedad [online]. 2024, vol.16, suppl.2, pp. 73-82.  Epub Dec 20, 2024. ISSN 2218-3620.

Digital marketing plays a crucial role in the decision making of conscious consumers, who value access to transparent and relevant information about products and services. The objective is to evaluate sustainability-based digital marketing strategies and their impact on attracting conscious consumers in the African palm vegetable oil sector. The methodology used was mixed, combining quantitative surveys and qualitative analysis to obtain a complete picture of the phenomenon. The results show that consumers highly value sustainability in their purchasing decisions and that authenticity in eco-friendly campaigns significantly influences their loyalty. Brands that clearly communicate their sustainable commitments tend to generate more trust and recommendations. Sustainable digital marketing strategies not only strengthen brand image, but also foster greater loyalty among environmentally committed consumers.

Keywords : Food consumption; Communication ethics; Environmental impact; Social responsibility; Corporate culture.

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