Sustainable consumer behavior and digital marketing: an integrative literature review

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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