turanВестник университета «Туран»Bulletin of "Turan" University1562-29592959-1236Университет «Туран»10.46914/1562-2959-2025-1-2-356-372turan-4704Research ArticleТРИБУНА МОЛОДОГО ИССЛЕДОВАТЕЛЯPLATFORM OF YOUNG RESEARCHERУстойчивое потребительское поведение и диджитал-маркетинг: интегративный обзор литературыSustainable consumer behavior and digital marketing: an integrative literature reviewhttps://orcid.org/0009-0009-9368-0319ШаймерденқызыШ.ShaimerdenkyzySh.

докторант.

Алматы

PhD student.

Almaty

shyryn.shaimerdenova@gmail.comhttps://orcid.org/0000-0001-7030-7102ОразгалиеваЭ. Б.OrazgaliyevaE. B.

PhD, исследователь.

Алматы

PhD, researcher.

Almaty

e.orazgaliyeva@almau.edu.kzhttps://orcid.org/0000-0001-9634-194XИсмагиловаЭ.IsmagilovaE.

PhD, ст. преподаватель.

Суонси

PhD, senior lecturer.

Swansea

e.ismagilova@swansea.ac.ukАлматы Менеджмент УниверситетКазахстанAlmaty Management UniversityKazakhstanУниверситет СуонсиВеликобританияSwansea UniversityUnited Kingdom20252906202502356372Copyright © Шаймерденқызы Ш., Оразгалиева Э.Б., Исмагилова Э., 20252025Шаймерденқызы Ш., Оразгалиева Э.Б., Исмагилова Э.Shaimerdenkyzy S., Orazgaliyeva E.B., Ismagilova E.Данная работа распространяется под лицензией Creative Commons Attribution 4.0.This work is licensed under a Creative Commons Attribution 4.0 License.https://vestnik.turan-edu.kz/jour/article/view/4704

Устойчивое потребительское поведение и цифровой маркетинг – две взаимосвязанные области, которые становятся все более важными в свете глобальных экологических проблем. Цель статьи состоит в том, чтобы расширить знания о диджитал-маркетинге и устойчивом поведении путем тщательного анализа существующих публикаций и создать исследовательскую повестку для будущих научных работ. Основываясь на методологических рекомендациях Р. Торакко и Дж. Каллахана, в этом исследовании проведен обзор литературы. Для поиска подходящих публикаций до 2024 г. были использованы данные Scopus. В результате были выделены четыре основные тематические области: факторы, способствующие устойчивому потреблению; маркетинговые усилия для устойчивого развития; отношения к устойчивости целевых рынков; проблемы устойчивого маркетинга. Результаты обзора показали, что, хотя исследования в области устойчивого потребления развиваются, они все еще недостаточно разделенные. В большинстве опубликованных статей рассматриваются влияние социальных медиа, использование теорий поведения и методы борьбы с гринвошингом. Однако несмотря на прогресс, остаются существенные пробелы. Например, влияние демографических и культурных различий, таких как предпочтения поколений Z и Y, недостаточно изучено, а комбинированные методы исследования практически не применяются. В методологии проанализированных исследований использовались количественные методы, такие как анкетирование, в то время как качественные подходы, включая интервью и кейс-стадии, применялись реже. Предложенная исследовательская повестка является важной для последующих исследований, поэтому эта работа имеет теоретическое значение. Специфика целевых рынков и методов борьбы с проблемами устойчивости может быть использована практиками для улучшения их маркетинговых стратегий.

Sustainable consumer behavior and digital marketing are two interrelated areas that are becoming increasingly important in light of global environmental issues. The aim of the paper is to expand knowledge on digital marketing and sustainable behavior through a thorough analysis of existing publications and to create a research agenda for future research. Based on the methodological recommendations of Toracco R. and Callahan J., this study conducted a literature review. Scopus data was used to find relevant publications up to 2024. As a result, four main thematic areas were identified: factors contributing to sustainable consumption, marketing efforts for sustainable development, attitudes towards sustainability of target markets, and sustainable marketing issues. The results of the review showed that although research in the field of sustainable consumption is developing, it is still not sufficiently separated. Most published articles examine the impact of social media, the use of behavioral theories, and methods to combat greenwashing. However, despite progress, significant gaps remain. For example, the impact of demographic and cultural differences, such as the preferences of Generations Z and Y, is understudied, and combined research methods are rarely used. The methodology of the analysed studies used quantitative methods, such as questionnaires, while qualitative approaches, including interviews and case studies, were used less frequently. The proposed research agenda is important for subsequent research, so this work has theoretical significance. The specifics of target markets and methods of dealing with sustainability issues can be used by practitioners to improve their marketing strategies.

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The authors declare that there are no conflicts of interest present.