Communicating Sustainability: How Marketing Communication Shapes Consumption Patterns in Emerging Marketplace

Abstract

The preservation of the environment is increasingly recognised as a matter of great significance in contemporary times. A paradigm shift is currently occurring in the consumption patterns of customers. The domains of advertising and media have consistently exerted significant influence over consumer decision-making and consumption behaviours. There exists a necessity to conduct research on the impact of sustainable communication on the sustainable consumption behaviours exhibited by consumers. The purpose of this research paper is to examine the process of sustainable communication and its impact on promoting sustainable consumption among the consumers. The data was collected people from different age groups who consume sustainable products. The collection of primary data was conducted through in-depth interviews with the customers. The researchers employed the purposive sampling technique to select participants for the purpose of gathering primary data. The analysis of the data explored key factors of sustainable communication and sustainable consumption patterns. The study developed a theoretical model by integrating the findings of the study with the S-O-R Theory. The current study holds relevance for managers seeking to ascertain the most effective means of media communication in order to influence sustainable consumption behaviours among young adults. The study also contributes to the comprehension of customer attention towards sustainable communication.