Professional paper
https://doi.org/10.51650/ezrvs.19.1-2.5
Sustainable Digital Marketing – A New Marketing Trend
Iva Gregurec
orcid.org/0000-0002-2429-0335
; Faculty of Organization and Informatics, University of Zagreb, Varaždin, Croatia
*
Matea Matić Šošić
orcid.org/0000-0003-2788-2472
; Faculty of Economics and Business, University of Dubrovnik, Dubrovnik, Hrvatska
* Corresponding author.
Abstract
Sustainability is no longer a passing trend but has become an imperative for all stakeholders within the ecosystem. At the same time, marketing activities can be leveraged to support the fulfillment of this imperative. This paper focuses on sustainable marketing, with particular emphasis on sustainable digital marketing. The concept entails employing environmentally friendly strategies and tactics in the digital environment to minimize a company’s carbon footprint—an approach that can influence brand image, customer satisfaction and loyalty, and ultimately, revenue growth. The paper offers insights into the development and significance of sustainable digital marketing, as well as the benefits and challenges associated with implementing this concept. Accordingly, the contribution of this paper lies in providing a deeper understanding of the relatively under-researched concept of sustainable digital marketing and its impact on business operations and society as a whole.
Keywords
digital marketing; sustainability; sustainable digital marketing; social responsibility.
Hrčak ID:
333203
URI
Publication date:
5.7.2025.
Visits: 1.018 *