Sustainable marketing : integrating environmental values into customer communication

Abstract

PURPOSE: This article investigates how companies can meaningfully incorporate environmental values into their communication with customers to promote eco-friendly behaviors, strengthen brand reputation, and foster lasting consumer relationships.

DESIGN/METHODOLOGY/APPROACH: Grounded in recent academic research, the study highlights the significance of CSR initiatives, eco-branding strategies, and digital transformationparticularly through green storytelling, sustainability-focused advertising, and interactive tools such as social media and the metaverse. It explores how trust, authenticity, and the credibility of green messages influence consumer choices across key sectors like fashion, transport, and retail.

FINDINGS: The research underscores the importance of internal alignment and employee engagement in delivering consistent and trustworthy sustainability messages and it considers the potential of new technologies-like intelligent reflecting surfaces and AI-driven communication-to personalize environmental messaging.

PRACTICAL IMPLICATIONS: The article offers a practical framework and guidance for marketers and policymakers committed to sustainable development.

ORIGINALITY/VALUE: In the face of growing environmental concerns and a more environmentally aware public, sustainable marketing is no longer optional, it has become a strategic imperative.