Impact of Eco-Friendly and Sustainable Marketing Strategies on Business Growth through Consumer Engagement: An Empirical Study

Abstract

The development of marketing has brought an important transformation, mainly in the domain of sustainability marketing. It traces back to the inception of ecological marketing and social and societal marketing concepts. Ecological marketing appeared as green marketing, then greener marketing, and eventually sustainable marketing. Similarly, social and societal marketing branched into six interconnected concepts during its development. Digital marketing includes a wide range of strategies, which include online advertising campaigns and initiatives aimed at gathering user feedback and opinions. Moreover, there is a growing trend of new business models online that supports social cause, platforms dedicated to advancing “social and sustainable projects, and digital advertising efforts that champion sustainability.” It is important to understand user behavior, emotions, and response to company messages has become paramount, along with effective management of the vast data generated through these interactions. 218 people from marketing sector were considered to know the Impact of Eco-Friendly and Sustainable Marketing Strategies on Business Growth through Consumer Engagement and found that Online advertising campaigns, Sustainable digital marketing strategy, Eco-friendly marketing and Customer Experience are the factors that shows the Impact of Eco-Friendly and Sustainable Marketing Strategies on Business Growth through Consumer Engagement.