Digital Transformation and the Rise of Eco-Friendly Advertising: Exploring Consumer Perceptions and Impact
Keywords:
Eco-Friendly, Digita, AdvertisingAbstract
With the advent of digital transformation in the 21st century, advertisers have begun switching to digital advertising. Digital technology has revolutionized various media, including Out-Of-Home (OOH) advertising. JCDecaux, one of the world's largest out-of-home advertising companies, has embraced sustainability from the very beginning. Recently, many companies have been using eco-friendly advertising in their campaigns, such as using recycled materials, promoting eco-friendly products and services, and adopting digital marketing techniques. Yet only a few studies have rigorously evaluated the impact of eco-friendly advertising on consumer attitudes and purchasing decisions despite increasing interest in sustainability and environmentally responsible consumer behavior. In support of this cause, we intend to conduct a survey-based questionnaire and run social media campaigns to promote this research. The survey-based questionnaire will then be observed and analyzed to determine whether eco-friendly advertising correlates with consumers' perceptions of the credibility and reliability of companies that engage in eco-friendly advertising. As a result, this study will delve deeper into the issue and the benefits to customers, consumers, and businesses who use this eco-friendly advertisement.
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