DIGITAL ADVERTISING AND SUSTAINABLE CONSUMER BEHAVIOR: KNOWLEDGE-BASED COMMUNICATION STRATEGIES
DIGITAL ADVERTISING AND SUSTAINABLE CONSUMER BEHAVIOR: KNOWLEDGE-BASED COMMUNICATION STRATEGIES

Summary/Abstract: The increasing importance of sustainability has significantly influenced contemporary consumer behaviour and marketing communication practices. In this context, digital advertising has emerged as a powerful channel for promoting sustainable consumption by facilitating knowledge transfer, value-based communication, and consumer engagement. The purpose of this study is to examine the role of digital advertising in shaping sustainable consumer behaviour through knowledge-based communication strategies. The research adopts a qualitative research approach supported by secondary quantitative data. It combines a systematic review of recent academic literature with qualitative content analysis and synthesis of empirical findings from contemporary studies on digital advertising and sustainability. The analytical framework focuses on key dimensions, including informational and educational content, emotional and value-based appeals, digital platform characteristics, and sustainability-oriented behavioural outcomes. Secondary empirical data are used to illustrate patterns related to consumer awareness, attitudes, willingness to pay for sustainable products, and behavioural intentions. The results indicate that digital advertising is particularly effective in enhancing consumer awareness and shaping positive attitudes toward sustainability when messages are transparent, informative, and ethically framed. Knowledge-based communication strategies strengthen trust and engagement, especially among younger consumer groups. However, the findings also reveal that the impact of digital advertising on actual behavioural change remains moderate, reflecting the persistence of the attitude–behaviour gap in sustainable consumption. The study concludes that digital advertising can function as both a persuasive and educational tool in sustainability-oriented marketing when aligned with knowledge-based communication principles and ethical standards. The findings provide valuable insights for researchers and practitioners seeking to design effective digital advertising strategies that support informed decision-making and promote sustainable consumer behaviour

• Details
• Contents