Challenges and Future Trends of Digital and Sustainable Marketing and Consumer Choices

Dear Colleagues,

The global marketing landscape is undergoing a profound shift. Rapid developments in digital technology have heightened consumer awareness of sustainability, and increasing concerns for transparency and responsible corporate practices are transforming how businesses engage with their audiences. At the same time, these changes pose significant challenges, from addressing concerns of greenwashing to navigating complex data privacy regulations and aligning short-term business goals with long-term sustainability commitments. While the practice of responsible digitalization has begun to develop across various disciplines, and is currently encapsulated by the concept of industry 5.0, the marketing literature requires further conceptual and empirical insights to better equip scholars, practitioners, and decision-makers to keep up with these increasing challenges.

In this Topic, researchers, practitioners, and decision-makers are invited to explore the challenges and future trends in digital and sustainable marketing influencing consumer choices. We welcome submissions from a diverse range of disciplines, including original research, reviews, case studies, theoretical explorations, and practical insights into overcoming challenges and leveraging opportunities in this emerging domain. Areas of interest include (but are not limited to) the following key themes for exploration:

Digital Marketing Innovations and Ethical Considerations
Exploring the role of AI, machine learning, and data analytics in creating personalized consumer experiences while addressing privacy and ethical dilemmas.

Sustainability in Marketing via Technology
Investigating strategies to embed environmental and social responsibility into marketing practices and communicating these efforts effectively using technology.

Consumer Choices in a Digital Age and the Rise of Responsibility
Examining the impact of digital media on consumer preferences, the rise of customization, and the prosumer, as well as the demand for transparency and brand authenticity.

Future Technological Trends and for Sustainable Marketing
Discussing technologies in shaping immersive, consumer-centric, and sustainable marketing environments.

Balancing Profitability and Responsibility
Creating marketing and business strategies for reconciling immediate financial pressures with long-term sustainability goals.

Yours Sincerely,

Prof. Dr. Myriam Ertz
Prof. Dr. Leyla Jaoued
Prof. Dr. Tian Zeng
Prof. Dr. Imen Latrous
Prof. Dr. Urvashi Tandon
Prof. Dr. Shouheng Sun
Prof. Dr. Muhammed Sajid
Prof. Dr. Muhammad Yaseen Bhutto
Topic Editors