THE ROLE OF DIGITAL MARKETING IN BUILDING CONSUMER AWARENESS OF SUSTAINABLE PRODUCTS

Abstract

Recent developments in digital technology have transformed how businesses interact with customers, share information, and promote their products. In the realm of sustainability, digital marketing can be leveraged to disseminate information and raise public awareness about products that account for their environmental impact. This study examines how digital marketing helps the public become familiar with sustainable products, identifies the best practices for utilizing digital marketing toward this end, and analyzes the various factors that influence the effectiveness of such efforts. The research employs a literature review methodology, examining scholarly articles that address digital marketing, green marketing, brand awareness, and consumer behavior regarding the purchase of sustainable products. Data were analyzed by grouping similar concepts and subsequently synthesizing the findings in a structured and clear manner. Digital marketing can assist the public in understanding the characteristics of sustainable products by providing easy access to information, educational content, and opportunities for two-way communication. However, its success depends on the accuracy of the information, the extent to which companies are transparent about their sustainability initiatives, and the level of public trust in the brand. This research is intended to assist companies in designing more effective digital marketing strategies for informing consumers about environmentally friendly products.