Digital advertising and its role in shaping consumer attitudes toward sustainable development : A field study

Abstract

Sustainable development is an important and modern topic in the digital age due to its direct impact on society and current and future generations. The world faces various environmental, societal, and economic challenges that require all sectors to exert efforts to preserve the sustainability of life in all its aspects. Electronic advertising is one of the important and primary tools that directly influences shaping consumer attitudes. Hence, the main research question arises: What is the role of digital advertising in shaping consumer attitudes towards sustainable development? The researcher identified a set of objectives to reach scientific results represented by identifying the role of digital advertising in raising environmental awareness and changing consumer behavior, investigating the importance of advertisements related to sustainable development for consumers in adopting more sustainable practices as a result of being influenced by advertising messages, in addition to determining the positive impact of sustainable development advertisements on consumers and the extent of their contribution to supporting sustainability at the community level. This research is a descriptive research that uses a survey method, by surveying a purposive sample of the public in the city of Baghdad.