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Advisor(s)
Abstract(s)
The growing concerns about the effects of the climate crisis and the highest consumer expectations regarding the
environmental performance of businesses led companies to adopt a greater sense of accountability for sustainability, and some
of them even became advocators of environmental causes. Today, brands are increasingly using digital media to disseminate
environmental brand activist campaigns, take a stand on ecological issues, and promote pro-environmental behaviors and
conscious consumption practices, although not all brands succeed in this approach. This advanced review aims to address how
brands are using online platforms, such as social networks and websites, to amplify their audiences' perceptions about
environmental problems, inspire eco-friendly behaviors, and motivate conscious consumption. Thus, this article contributes to a
better understanding of how digital media can be an opportunity, if well used, for brands to encourage positive environmental
changes, giving current examples of environmental brand campaigns and discussing directions for future research in this field.
Description
Keywords
Environmental brand activism Digital media Pro-environmental behavior Conscious consumption
Citation
Miguel, A. & Miranda, S. (2023). The role of digital platforms in promoting pro-sustainable behavior and conscious consumption by brands. Ecocycles, 9(2), 37-48. DOI: 10.19040/ecocycles.v9i2.298
