INFLUENCE OF DIGITAL MEDIA ON SUSTAINABLE CONSUMER BEHAVIOUR

Abstract: Digital media has emerged as a powerful tool in shaping consumer awareness and attitudes toward sustainability. With increasing environmental concerns, understanding how digital platforms influence sustainable consumer behavior has become an important area of inquiry. This study examines the influence of digital media on sustainable consumer behavior through an exploratory empirical approach. Primary data were collected from a mixed group of students and working professionals using a structured questionnaire. The study employs descriptive statistics, correlation analysis, and one-way analysis of variance to examine the relationship between digital media influence and sustainable consumer behavior, as well as differences across demographic groups. The findings indicate a positive association between exposure to sustainability-related digital content and consumers’ environmentally responsible purchasing behavior. Significant variations in sustainable consumer behavior were also observed across age groups and levels of digital media usage. The study highlights the growing role of digital communication in promoting sustainable consumption and offers insights for policymakers, marketers, and sustainability advocates to design more effective digital engagement strategies. As an exploratory study, the findings provide a foundation for future research using broader samples and advanced analytical techniques.

Keywords: Digital Media, Sustainable Consumer Behavior, Green Consumption, Consumer Awareness, Environmental Sustainability, Exploratory Study.