The role of digital platforms in promoting pro-sustainable behavior and conscious consumption by brands
DOI:
https://doi.org/10.19040/ecocycles.v9i2.298Keywords:
Environmental Brand Activism, Digital Media, Pro-environmental behavior, Conscious ConsumptionAbstract
The growing concerns about the effects of the climate crisis and the highest consumer expectations regarding the environmental performance of businesses led companies to adopt a greater sense of accountability for sustainability, and some of them even became advocators of environmental causes. Today, brands are increasingly using digital media to disseminate environmental brand activist campaigns, take a stand on ecological issues, and promote pro-environmental behaviors and conscious consumption practices, although not all brands succeed in this approach. This advanced review aims to address how brands are using online platforms, such as social networks and websites, to amplify their audiences' perceptions about environmental problems, inspire eco-friendly behaviors, and motivate conscious consumption. Thus, this article contributes to a better understanding of how digital media can be an opportunity, if well used, for brands to encourage positive environmental changes, giving current examples of environmental brand campaigns and discussing directions for future research in this field.
Downloads
Metrics
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2023 Alexandra Miguel, Sandra Miranda
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License (CC-BY) that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
The original submitted version of the manuscript (the version that has not undergone peer review) may be posted at any time. Authors should disclose details of preprint posting, including DOI, upon submission of the manuscript to ECOCYCLES.
This journal provides immediate open access to its content on the principle that making research freely available to the public supports a greater global exchange of knowledge. LICENCE: Creative Commons Attribution 4.0 International (CC BY 4.0)