Significance of Technological Innovations in Promoting Environmental Literacy and Sustainable Consumption Mediated by Digital Marketing

نوع مقاله : مقاله پژوهشی

نویسندگان

1 M.Sc. Student, Department of Business Management, Faculty of Economics and Management, Urmia University, Urmia, Iran

2 Professor, Department of Business Management, Faculty of Economics and Management, Urmia University, Urmia, Iran

3 Assistant Professor, Department of Business Management, Faculty of Economics and Management, Urmia University, Urmia, Iran

10.30473/ee.2026.76785.2910

چکیده

As environmental concerns increase and consumption patterns change, paying attention to sustainable consumption behavior as one of the key goals of sustainable development has become important and examining the factors affecting it is essential. The present study aims to investigate the impact of technological innovation on sustainable consumption behavior and analyze the mediating and moderating roles of digital factors, providing a scientific and practical framework for understanding and managing consumer behavior. The present study is applied in terms of its purpose and quantitative in terms of the type of data collection and based on a correlational approach with an emphasis on structural equation modeling. The statistical population consisted of 12,000 students at Urmia University, and the sample size of the study was determined to be 200 on the basis of the number of items. In order to increase the reliability of the research, 500 electronic questionnaires were distributed through stratified sampling. In this study, SPSS 23, AMOS 24, and Excel 2024 software were used to test the hypotheses. The results showed that technological innovation has a direct and positive effect on sustainable consumption behavior (β=0.438). Also, technological innovation affects digital marketing capabilities (β=0.531) and digital marketing capabilities play an effective mediating role in relation to sustainable consumption (β=0.213). In addition, green digital learning as a moderating variable strengthens the effect of technological innovation on digital marketing capabilities (β=0.064) and the effect of digital marketing capabilities on sustainable consumption behavior (β=0.076). The findings show that the simultaneous use of technological innovations, the development of digital marketing capabilities, and the promotion of green digital learning can effectively strengthen sustainable consumption behavior. In general, this study emphasizes the importance of technological innovation and green digital learning in promoting sustainable consumption and improving the efficiency of digital marketing capabilities.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Significance of Technological Innovations in Promoting Environmental Literacy and Sustainable Consumption Mediated by Digital Marketing

نویسندگان [English]

  • Farrokhi Khaje Pasha Farrokhi Khaje Pasha 1
  • Ramin Bashir Khodaparasti 2
  • Hooshmand Bagheri Garbollagh 3
1 M.Sc. Student, Department of Business Management, Faculty of Economics and Management, Urmia University, Urmia, Iran
2 Professor, Department of Business Management, Faculty of Economics and Management, Urmia University, Urmia, Iran
3 Assistant Professor, Department of Business Management, Faculty of Economics and Management, Urmia University, Urmia, Iran
چکیده [English]

As environmental concerns increase and consumption patterns change, paying attention to sustainable consumption behavior as one of the key goals of sustainable development has become important and examining the factors affecting it is essential. The present study aims to investigate the impact of technological innovation on sustainable consumption behavior and analyze the mediating and moderating roles of digital factors, providing a scientific and practical framework for understanding and managing consumer behavior. The present study is applied in terms of its purpose and quantitative in terms of the type of data collection and based on a correlational approach with an emphasis on structural equation modeling. The statistical population consisted of 12,000 students at Urmia University, and the sample size of the study was determined to be 200 on the basis of the number of items. In order to increase the reliability of the research, 500 electronic questionnaires were distributed through stratified sampling. In this study, SPSS 23, AMOS 24, and Excel 2024 software were used to test the hypotheses. The results showed that technological innovation has a direct and positive effect on sustainable consumption behavior (β=0.438). Also, technological innovation affects digital marketing capabilities (β=0.531) and digital marketing capabilities play an effective mediating role in relation to sustainable consumption (β=0.213). In addition, green digital learning as a moderating variable strengthens the effect of technological innovation on digital marketing capabilities (β=0.064) and the effect of digital marketing capabilities on sustainable consumption behavior (β=0.076). The findings show that the simultaneous use of technological innovations, the development of digital marketing capabilities, and the promotion of green digital learning can effectively strengthen sustainable consumption behavior. In general, this study emphasizes the importance of technological innovation and green digital learning in promoting sustainable consumption and improving the efficiency of digital marketing capabilities.

کلیدواژه‌ها [English]

  • Sustainable Consumption Behavior
  • Digital Marketing Capabilities
  • Technological Innovation
  • Green Digital Learning

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فصلنامه علمی آموزش محیط زیست و توسعه پایدار
دوره 14، شماره 4
شهریور 1405
صفحه 135-155

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