<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2218-3620</journal-id>
<journal-title><![CDATA[Revista Universidad y Sociedad]]></journal-title>
<abbrev-journal-title><![CDATA[Universidad y Sociedad]]></abbrev-journal-title>
<issn>2218-3620</issn>
<publisher>
<publisher-name><![CDATA[Editorial "Universo Sur"]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2218-36202024000700073</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Marketing digital basado en la sostenibilidad: ¿cómo las marcas están utilizando estrategias ecológicas para atraer a consumidores conscientes?]]></article-title>
<article-title xml:lang="en"><![CDATA[Sustainability-based digital marketing: how are brands using green strategies to engage conscious consumers?]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Vera Quezada]]></surname>
<given-names><![CDATA[Esteban Mauricio]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Álvarez Gavilanes]]></surname>
<given-names><![CDATA[Juan Edmundo]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Rivera Costales]]></surname>
<given-names><![CDATA[José Alberto]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Villavicencio Rodas]]></surname>
<given-names><![CDATA[María Fernanda]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Católica de Cuenca  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Ecuador</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>00</month>
<year>2024</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>00</month>
<year>2024</year>
</pub-date>
<volume>16</volume>
<fpage>73</fpage>
<lpage>82</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_arttext&amp;pid=S2218-36202024000700073&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_abstract&amp;pid=S2218-36202024000700073&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_pdf&amp;pid=S2218-36202024000700073&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[RESUMEN El marketing digital tiene un papel crucial en la toma de decisiones de los consumidores conscientes, quienes valoran el acceso a información transparente y relevante sobre productos y servicios. El objetivo es evaluar las estrategias de marketing digital basadas en la sostenibilidad y su impacto en la atracción de consumidores conscientes en el sector de aceites vegetales de palma africana. La metodología empleada fue mixta, combinando encuestas cuantitativas y análisis cualitativos para obtener una visión completa del fenómeno. Los resultados muestran que los consumidores valoran altamente la sostenibilidad en sus decisiones de compra y que la autenticidad en las campañas ecológicas influye significativamente en su lealtad. Las marcas que comunican claramente sus compromisos sostenibles tienden a generar más confianza y recomendaciones. Las estrategias de marketing digital sostenibles no solo fortalecen la imagen de marca, sino que también fomentan una mayor lealtad entre los consumidores comprometidos con el medio ambiente.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[ABSTRACT 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.]]></p></abstract>
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