Please use this identifier to cite or link to this item: https://cris.library.msu.ac.zw//handle/11408/6096
Title: The Role of Digital Marketing in Sustainable Marketing: Using Digital Channels to Raise Awareness and Promote Sustainable Products and Services
Authors: Mercy Dube
Sinothando Tshuma
Rukudzo Alyson Mawere
Lecturer at Midlands State University in the Faculty of Business Sciences, department of Information and Marketing Sciences
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Lecturer in the Department of Information and Marketing Sciences at the Midlands State University, Zimbabwe
Keywords: Digital Marketing
Sustainable Marketing
Sustainable Products and Services
Digital Channels
Issue Date: 2023
Publisher: IGI Global
Abstract: This chapter explored the role of digital marketing in sustainable marketing and examined how companies can use digital channels to reach consumers and promote sustainable products and services. Sustainability has become an increasing area of contention for academics and businesses. Digital marketing has emerged as a powerful tool for reaching consumers and raising awareness of sustainability issues. The chapter outlines a range of digital marketing techniques that businesses can use to raise awareness of sustainable products and services. The chapter also highlighted factors driving the adoption of digital marketing channels as important tools for creating awareness and promoting the adoption of sustainable products and services. Factors driving the adoption of sustainable marketing have also been discussed in the chapter. A systematic literature review was done to analyse contributions by different scholars on the subject under discussion. The findings show that digital marketing plays a critical role in enhancing awareness of sustainable products and promoting their consumption.
URI: https://cris.library.msu.ac.zw//handle/11408/6096
Appears in Collections:Book Chapters

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