Search Results (2)

Data-driven marketing analytics has advanced targeting and optimization, yet its underlying infrastructure now functions as a complex sociotechnical system with overlooked ecological costs. This study conceptualizes programmatic advertising through a systems lens. It introduces the Ecological Delivery Paradox, a structural incongruity where environmentally friendly advertising messages are transmitted via energy-intensive delivery pipelines. Using an interpretivist–abductive design, we conducted 38 in-depth interviews with consumers and professionals, which were analyzed using reflexive thematic analysis in MAXQDA. Results show that awareness of hidden delivery costs emerges through a concretization threshold and crystallizes into metaphors such as “clean message, dirty conduit,” which trigger differentiated cognitive–affective pathways. These pathways shape trust trajectories across four profiles: cliff erosion, slow seep, suspended risk, and resilient cores. System-level moderators, including rationalization buffers, efficiency beliefs, and the visibility of low-data alternatives, determine outcomes. The findings extend marketing systems theory by reframing greenwashing as message–infrastructure misalignment and by integrating delivery congruence into advertising trust models. We propose a data-driven control architecture that aligns predictive analytics with ecological proportionality through mechanisms such as lightweight creatives, carbon-aware bidding coefficients, frequency–data quotas, and ad-level transparency labels. This systemic approach advances legitimacy, audience trust, and sustainability as joint objectives in programmatic advertising. Full article

The analysis of dietary environmental impacts has proven to be an important tool for guiding the adoption of healthier and more sustainable diets. This study aimed to estimate the dietary carbon (CF), water (WF), and ecological (EF) footprints of residents in the city of Natal, Brazil; the study also aimed to verify their association with socioeconomic factors and food purchase practices. This is a cross-sectional study that used dietary data from 411 adults and elderlies, which was collected via a questionnaire that applied to the respondents. The results showed that the dietary CF was 1901.88 g CO₂ eq/day/1000 kcal, the WF was 1834.03 L/day/1000 kcal, and the EF was 14.29 m²/day/1000 kcal. The highest environmental footprint values showed an association (p ≤ 0.05) with the factors of male sex, white ethnicity, and higher income and schooling, whereas the lowest environmental footprint values were associated with social vulnerability variables such as female sex, non-white ethnicity, and lower income and schooling (p ≤ 0.05). Moreover, people with lower environmental footprints consumed less fast food, had fewer meals at snack bars, and used food delivery services less often than those with higher footprints. The foods that most contributed to the CFs and WFs were beef and chicken, while fish and beef contribute the most to the EFs. The data in the present study show that a diet with a lower environmental impact is not always equal to a sustainable diet. This relationship is paradoxical and relates to food justice, as people with lower environmental footprint values are the same ones with worse socioeconomic conditions. In this sense, is it essential to consider the influence of the social context when assessing dietary environmental impacts and when assessing actions that promote healthier and more sustainable diets. Full article