مقاله انگلیسی رایگان در مورد رفتار مصرف کننده و توسعه بازار پایدار – MDPI 2024

The changing dynamics of consumer behavior in today’s digitally driven market presents opportunities and challenges for sustainable marketing development [1]. There is a growing awareness that consumer choices have a significant effect on the planet’s health as society struggles with urgent environmental issues like deforestation, climate change, and plastic pollution [2,3].

In particular, how individuals, groups, or organizations purchase, utilize, or discard ideas, products, services, or experiences to fulfill their needs and demands is referred to as consumer behavior [4]. Before making decision on what to buy, consumers undergo a number of emotional, social, and psychological processes [5]. Creating, communicating, and delivering value to customers in a way that acknowledges and addresses the long-term effects of these practices on economic, environment, and societal well-being are all part of what are known as sustainable marketing practices [6]. Park et al. [7] stated that sustainable marketing merges elements of green, social, and environmental marketing. Additionally, it is a strategy that benefits both the environment and businesses by creating goods and services that are both socially responsible and environmentally friendly, as they have eco-friendly attributes [8]. These qualities help with fostering brand loyalty and ensuring optimal practices.

This Editorial examines the crucial nexus that exists between consumer behavior and sustainable marketing practices, highlighting the importance of having a strong grasp of how these practices appear in online and offline contexts. The COVID-19 pandemic accelerated the rise in online shopping, which has changed consumer expectations and behaviors [9,10]. This transformation of shopping in the digital realm provides an unparalleled opportunity for companies to develop sustainable marketing strategies such as using environmentally friendly packaging and carbon-neutral shipping methods and promoting digital merchandise [11]. Nevertheless, it also introduces new obstacles, including the rise in packaging waste and the environmental impact associated with the transportation of goods [12,13]. In this vein, creating effective sustainable marketing strategies that reduce a firm’s environmental impact requires understanding consumer preferences and behaviors in the digital sphere [14,15].

On the other hand, the offline retail setting is still crucial for encouraging eco-friendly consumer behaviors. Offline stores provide customers with real-time experiences that can impact their decisions, such as the chance to interact with eco-friendly products or take part in recycling initiatives [16]. Additionally, retailers can utilize these interactions to impart knowledge to consumers about sustainability, thereby encouraging responsible consumption patterns [17,18]. Moreover, direct consumer behavior in an offline environment yields insightful information that can guide sustainable marketing strategies in both offline and online contexts [19,20,21].

Jo [22] emphasized that a comprehensive approach that takes into account the nuances of consumer behavior in both digital and physical domains is imperative for the development of sustainable marketing practices. It entails not only promoting sustainable goods and services but also developing an ecosystem that supports and makes making sustainable decisions easier. This entails using social media platforms to spread awareness of sustainability issues, tailoring marketing messages toward environmentally conscious consumers, and leveraging data analytics to understand consumer preferences [23,24].

Furthermore, companies need to understand the importance of authenticity and openness to gaining the trust of customers [25]. Customers’ awareness is rising, and they are becoming less trusting of greenwashing strategies [26]. They demand an authentic dedication to sustainability, demonstrated by tangible deeds and quantifiable results [27]. As a result, businesses need to make sure that their marketing messages highlight their commitment to environmental sustainability and are consistent with their operational procedures. Due to the complex relationship between consumer behavior and sustainable marketing practices, a thorough investigation is necessary to assess the relationship empirically. This highlights the importance of having a nuanced understanding of how these practices appear in both online and offline contexts.