Digital marketing and sustainability

a study on consumer perceptions

Resumo

The use of digital marketing to promote sustainability is also a controversial topic. Nevertheless, digital marketing allows reaching consumers globally and the promotion of sustainability is urgent in our society. In this sense, this study aims to investigate the relationship between digital marketing, its tools and the presence on social networks by brands with the communication of sustainability online and thus test the proposed structural model. In this sense, in the empirical part, a questionnaire survey was carried out with 423 participants who responded to measures that aim to assess the presence of brands on social networks, the use of digital marketing by organizations, the importance attached to digital marketing tools and the communication of sustainability online. After conducting the analysis of paths, practical examples of the use of digital marketing, its tools and social networks to promote sustainability and to better communicate it are discussed.