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Sustainable Marketing and Consumption in the Digital Age
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Sustainable Marketing and Consumption in the Digital Age

A special issue of Sustainability (ISSN 2071-1050). This special issue belongs to the section "Economic and Business Aspects of Sustainability".

Deadline for manuscript submissions: 13 November 2025 | Viewed by 1019

Special Issue Editor

Prof. Dr. Łukasz Wróblewski

E-Mail Website
Guest Editor
Department of Market and Consumption, University of Economics in Katowice, 1 Maja 50, 40-287 Katowice, Poland
Interests: marketing and marketing management; sustainable development; sustainable consumption; consumer behaviour; phygital marketing; phygital consumption
Special Issues, Collections and Topics in MDPI journals

Special Issue Information

Dear Colleagues,

In facing the current challenges resulting from, among others, the development of modern technologies, but also generational changes, the concept of sustainable marketing and consumption is of particular importance. The use of solutions based on innovative information technologies to connect the places where the consumer is physically present to digital spaces creates completely new conditions for consumer behavior, particularly for their decision-making model. It contributes to the development of a new type of consumer experiencing a physical–digital space of choices, decisions, and purchasing activities—the "phygital" consumer. New solutions allow for the experience of sustainable, interactive, and unique experiences, and value for the consumer is created through the possibility of a smooth transition from real space to digital space (and vice versa). Due to the dissemination of solutions from organizations creating phygital spaces, and due to the recognized and quite radical virtualization of consumer behavior while maintaining the need (or desire) to be present in physical space, an increase in the importance of the "phygital consumer" as a market entity should be expected.

This Special Issue aims to answer questions about the scope and conditions for the implementation of the concept of sustainable marketing based on new information technologies in the sphere of product communication, distribution, and consumption. Reductions in the knowledge gaps of the presented issues will be supported by studies on the directions of consumer behavior development, as well as the strategies and marketing activities of producers and distributors. Striving for a holistic presentation of the issues raised, articles whose authors also indicate the typologies of phygital consumers and their attitudes towards new marketing strategy development based on modern information technologies will be very desirable. It would be valuable to look at this issue from the perspective of individual types of phygital consumers and their experiences in various countries.

Look forward to receiving your contributions.

Prof. Dr. Łukasz Wróblewski
Guest Editor

Manuscript Submission Information

Manuscripts should be submitted online at www.mdpi.com by registering and logging in to this website. Once you are registered, click here to go to the submission form. Manuscripts can be submitted until the deadline. All submissions that pass pre-check are peer-reviewed. Accepted papers will be published continuously in the journal (as soon as accepted) and will be listed together on the special issue website. Research articles, review articles as well as short communications are invited. For planned papers, a title and short abstract (about 100 words) can be sent to the Editorial Office for announcement on this website.

Submitted manuscripts should not have been published previously, nor be under consideration for publication elsewhere (except conference proceedings papers). All manuscripts are thoroughly refereed through a single-blind peer-review process. A guide for authors and other relevant information for submission of manuscripts is available on the Instructions for Authors page. Sustainability is an international peer-reviewed open access semimonthly journal published by MDPI.

Please visit the Instructions for Authors page before submitting a manuscript. The Article Processing Charge (APC) for publication in this open access journal is 2400 CHF (Swiss Francs). Submitted papers should be well formatted and use good English. Authors may use MDPI's English editing service prior to publication or during author revisions.

Keywords

  • sustainable marketing
  • sustainable consumption
  • phygital marketing
  • phygital consumption
  • phygital consumers
  • consumer typology
  • marketing strategies
  • responsible consumption

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Published Papers (2 papers)

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Research

22 pages, 283 KiB  
Article
A Typology of Consumers Based on Their Phygital Behaviors
by Grzegorz Maciejewski and Łukasz Wróblewski
Sustainability 2025, 17(14), 6363; https://doi.org/10.3390/su17146363 - 11 Jul 2025
Viewed by 304
Abstract
The article aims to identify consumer types based on their attitudes and behaviors toward phygital tools and solutions. The analysis was based on the authors’ empirical research. The research was conducted on a sample of 2160 Polish consumers. The study employed an online [...] Read more.
The article aims to identify consumer types based on their attitudes and behaviors toward phygital tools and solutions. The analysis was based on the authors’ empirical research. The research was conducted on a sample of 2160 Polish consumers. The study employed an online survey technique. To determine the types of consumers, a 20-item scale was used, allowing the respondents to express their attitudes toward solutions and tools that improve shopping in the phygital space. The extraction of types was carried out in two steps. The first was cluster analysis, conducted using the hierarchical Ward method with the square of the Euclidean distance, and the second was non-hierarchical cluster analysis using the k-means method. As a result of the analyses, three relatively homogeneous types of consumers were distinguished: phygital integrators, digital frequenters, and physical reality anchors. The behaviours of consumers from each type were examined in the context of their impact on sustainable consumption and the sustainable development of the planet. The proposed typology contributes to developing consumer behavior theory in sustainable consumption environments. It provides practical implications for designing customer experiences that are more inclusive, resource-efficient, and aligned with responsible consumption patterns. Understanding how different consumer groups engage with phygital tools allows businesses and policymakers to tailor strategies that support equitable access to digital services and foster more sustainable, adaptive consumption journeys in an increasingly digitized marketplace. Full article
(This article belongs to the Special Issue Sustainable Marketing and Consumption in the Digital Age)
17 pages, 301 KiB  
Article
Safety as a Sustainable Trust Mechanism: The Lingering Emotional Impact of the Pandemic and Digital Safety Communication in the Restaurant Industry
by Keeyeon Ki-cheon Park, Jin Young Jun and Jong Min Kim
Sustainability 2025, 17(12), 5657; https://doi.org/10.3390/su17125657 - 19 Jun 2025
Viewed by 359
Abstract
This study investigates how pandemic-induced emotional disruption has reshaped sustainable consumer behavior in the digital age, with a focus on the continued influence of safety measures in the restaurant industry. As societies transition beyond COVID-19 restrictions, health-related anxieties persist, driving consumers to prioritize [...] Read more.
This study investigates how pandemic-induced emotional disruption has reshaped sustainable consumer behavior in the digital age, with a focus on the continued influence of safety measures in the restaurant industry. As societies transition beyond COVID-19 restrictions, health-related anxieties persist, driving consumers to prioritize hygiene and risk reduction in their decision-making. Drawing on large-scale data from TripAdvisor and OpenTable, we analyze the effects of digitally communicated safety protocols on restaurant booking behavior across major U.S. cities. Our findings reveal that safety communication remains a salient factor in consumer choice, even after the acute phase of the pandemic. This effect is particularly pronounced in lower-tier restaurants, where visible digital safety signals help build trust and compensate for weaker brand equity. Conversely, in upscale establishments, where baseline hygiene standards are presumed, the marginal benefit of safety signaling is reduced. The study also identifies enduring patterns of emotional expression and anxiety in online reviews, indicating the long-term psychological imprint of the pandemic on consumer sentiment. By situating safety communication as both a psychological reassurance mechanism and a strategic digital marketing tool, this research contributes to the emerging discourse on sustainable marketing in post-crisis contexts. The results offer theoretical and managerial insights into how businesses can integrate health assurance into long-term brand strategies, reinforcing trust and resilience in digitally mediated, post-pandemic consumption environments. Full article
(This article belongs to the Special Issue Sustainable Marketing and Consumption in the Digital Age)
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