Examining the Impact of Sustainable Branding on Consumer Behaviour through Digital Platforms
Susmita Datta1, Manali Bhattacharya2
1Susmita Datta, Scholar, Department of PhD in Mass Communication, St.Xavier’s University, Kolkata (West Bengal), India.
2Dr. Manali Bhattacharya, Associate Professor, Faculty Department of Mass Communication, St. Xavier’s University, Kolkata (West Bengal), India.
Manuscript received on 02 March 2026 | First Revised Manuscript received on 09 March 2026 | Second Revised Manuscript received on 17 May 2026 | Manuscript Accepted on 15 June 2026 | Manuscript published on 30 June 2026 | PP: 1-8 | Volume-5 Issue-4, June 2026 | Retrieval Number: 100.1/ijmcj.D117205040626 | DOI: 10.54105/ijmcj.D1172.05040626
Open Access | Editorial and Publishing Policies | Cite | Zenodo | OJS | Indexing and Abstracting
© The Authors. Published by Lattice Science Publication (LSP). This is an open-access article under the CC-BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
Abstract: In this digital era, digital marketing and information systems can prove to be a vital tool in driving sustainable behaviour among consumers. This research paper aims to explore how sustainable branding in the digital era is very important in shaping and influencing consumers. With an ample number of brands growing and flourishing each day, the market scenario has become grim in the context of environmental concerns. The research work has employed a quantitative approach utilising the survey method. A questionnaire was administered to 106 respondents. The findings of this research work focus on the need for authenticity, social responsibility and transparency. This study also contributes to understanding strategies that are practical for brands to adopt in the highly competitive digital marketplace while embracing sustainable development. The findings also reveal how an organisation, through strategic planning and digital marketing, with the support of vast information systems and huge social networks, can embrace sustainable communication. With the help of digital marketing, information systems organisations can communicate sustainability very efficiently by incorporating engaging content, using social media platforms, and investing in digital marketing tools. Furthermore, researchers can incorporate these findings to study the broader impact of robust information systems on the intricate relationship that lies between sustainable consumer behaviour and digital marketing.
Keywords: Sustainable Branding, Consumer Behaviour, Digital, Sustainable Communication, Social Networks.
Scope of the Article: Digital Media