Consumer Behavior and Sustainable Marketing Strategy in the Digital Era

Dear Colleagues,

The development of digital technologies and the widespread use of social media have encouraged communication between consumers and have made it easier to stay updated on the latest trends. It is generally accepted that digital technologies through IoT, blockchain, big data, and artificial intelligence can contribute to the transition to a sustainable future. Sustainability in business practices includes responsible manufacturing processes that reduce the environmental impact, the usage of raw materials from sustainable resources, transparency in financial operations within and outside companies, fair treatment of employees, long-term engagement with consumers, investments in local communities, and responsible corporate behavior in general. As a result, it is essential to examine how consumers’ perceptions and purchasing behavior are affected by the corporate social responsibility practices and sustainable performance of firms. On the other hand, it is important to investigate current practices of firms to incorporate sustainability within their processes, as well as how they communicate their actions toward this dimension through digital marketing to consumers. In this Topic, researchers, practitioners, and decision-makers are invited to explore the challenges and future trends that have emerged within the digital era in sustainable marketing influence on consumer behavior. We invite submissions from diverse disciplines, including original research, reviews, case studies, theoretical explorations, and practical insights into overcoming challenges, and leveraging opportunities in this emerging domain. Areas of interest include (but are not limited to) the following key themes for exploration: 1. The role of digital marketing for communicating corporate social responsibility, along with social media and corporate websites. 2. Exploring the differences in consumer attitudes according to the ethical image of businesses. 3. Machine learning practices to improve the recommendation processes and increase consumer engagement in sustainable practices. 4. Big Data analysis to enhance sustainability through mass customization. 5. The use of neuromarketing to detect consumer attitudes on sustainable practices. 6. Sentiment analysis of consumers’ attitudes toward sustainable strategies. 7. Determining the factors that affect consumer behavior in the digital era, along with sustainable resources or low-cost practices. 8. Balancing profitability and responsibility, along with long-term results of sustainable practices vs. increased short-term profits. 9. Future trends in sustainable marketing. 10. Sustainable practices in the tourism industry. 11. Corporate social responsibility in emerging markets.

Yours Sincerely,

Dr. Antiopi Panteli
Prof. Dr. Basilis Boutsinas
Topic Editors