EcoConnect: Guiding environmental awareness via digital marketing approaches

This study investigates the impact of sustainability initiatives, choice of content, and engagement with environmental content on environmental awareness. Employing a sample of 435 respondents and utilizing Partial Least Squares (PLS) analysis, the research provides valuable insights into the role of digital marketing strategies in fostering environmental consciousness. The findings of this study highlight the substantial influence that digital marketing techniques can have on shaping individuals' awareness and attitudes towards environmental concerns. The confirmed hypotheses underscore the effectiveness of these strategies in promoting environmental awareness among diverse audiences. As the digital landscape continues to evolve, the research contributes to the growing synergy between digital marketing and environmental advocacy, encouraging further exploration and practical applications for a more sustainable future.