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 957
Special Issue Editor
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
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Keywords
- sustainable marketing
- sustainable consumption
- phygital marketing
- phygital consumption
- phygital consumers
- consumer typology
- marketing strategies
- responsible consumption
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