Sustainable Marketing in the Digital Era

Sustainable marketing, also known as green marketing, plays an important role in economic and societal development, as well as in environmental protection. Its primary focus is on promoting eco-friendly products and services, leveraging consumers’ growing eco-consciousness and environmental awareness.

In recent decades, the scholarly literature has increasingly examined sustainable marketing practices, aiming to predict and understand consumers’ green attitudes, purchase intentions, and behaviors. Simultaneously, rapid technological advancements—including artificial intelligence (AI), machine learning, augmented reality (AR), virtual reality (VR), big data analytics, influencer marketing platforms, e-commerce solutions, email marketing, and search engine optimization (SEO)—have transformed marketing strategies. These innovations not only provide companies with greater forecasting capabilities but also drive ongoing changes in marketing practices.

This Research Topic aims to explore sustainable marketing strategies and consumer behavior through the lens of innovative technological advancements. It also seeks to highlight valuable insights arising from the intersection of sustainable marketing and digital tools, for the benefit of researchers, businesses, and consumers alike.

Ethical concerns related to the transparency, authenticity, and trustworthiness of both sustainable practices and the digitalization of marketing underscore the urgency and relevance of this Research Topic.

Possible topics for submission may include, but are not limited to, the following:

Core Aspects of Sustainability and Marketing:

• responsible marketing
• sustainable products and services
• corporate sustainability and corporate social responsibility
• sustainability trends
• sustainable consumption.

Digital Strategies in Green Marketing:

• online green branding
• digital tools for the promotion of sustainability
• digital advertising for sustainable products
• smart content creation and automation
• web and app personalization
• personalization in green product recommendations
• AI-generated content.

Digital Marketing Channels and Analytics:

• influencer marketing in sustainability
• organic and paid social media marketing for green brands
• pervasive marketing
• big data analytics for green marketing.

Article types and fees

This Research Topic accepts the following article types, unless otherwise specified in the Research Topic description:

• Brief Research Report
• Case Report
• Community Case Study
• Conceptual Analysis
• Data Report
• Editorial
• FAIR² Data
• General Commentary
• Hypothesis and Theory
• ... View all formats

Articles that are accepted for publication by our external editors following rigorous peer review incur a publishing fee charged to Authors, institutions, or funders.

Article types

This Research Topic accepts the following article types, unless otherwise specified in the Research Topic description:

• Brief Research Report
• Case Report
• Community Case Study
• Conceptual Analysis
• Data Report
• Editorial
• FAIR² Data
• General Commentary
• Hypothesis and Theory
• Methods
• Mini Review
• Opinion
• Original Research
• Perspective
• Policy and Practice Reviews
• Policy Brief
• Registered Report
• Review
• Study Protocol
• Systematic Review
• Technology and Code

Keywords: sustainable marketing, sustainable communication and advertising, digital marketing, technological advancements

Important note: All contributions to this Research Topic must be within the scope of the section and journal to which they are submitted, as defined in their mission statements. Frontiers reserves the right to guide an out-of-scope manuscript to a more suitable section or journal at any stage of peer review.