Sustainable Digital Marketing

Abstract

The purpose of this chapter is to contribute to the gap in the literature of digital marketing and sustainability as joint areas of knowledge and thus contribute to the discussion of the use of digital marketing as a tool to promote sustainability. In addition, this chapter was formulated as a guiding question: to what extent can the use of digital marketing contribute to the adoption of more sustainable behaviors by different audiences? The chapter will include an exhibition on the concept and perceptions of digital marketing, sustainable consumer behavior, and the climate crisis. Subsequently, a renewed concept of sustainable digital marketing is presented as an area of joint action that focuses not only on changing consumer behavior in terms of sustainability, but also on changing the mechanisms of production, transportation, materials used and use of non-sustainable resources renewable by brands/organizations.