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The Role of Digital Food Marketing in Shaping Consumer Behavior and Sustainability in Emerging Economies
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Author(s): Sarina Asif (K.R. Mangalam University, Gurugram, India)
Copyright: 2025
Pages: 14
Source title:
Innovative Trends Shaping Food Marketing and Consumption
Source Author(s)/Editor(s): Zahid Hussain (KASB Institute of Technology, Karachi, Pakistan), Ahmad Albattat (Management and Science University, Malaysia), Fatima Zahra Fakir (Department of Economics and Business Sciences 'Marco Fanno', University of Padua, Italy)and Zhao Yi (Academy of Culture and Tourism, Beijing International Studies University, China & Hebei Oriental University, China)
DOI: 10.4018/979-8-3693-8542-5.ch003
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Abstract
In the digital age, food marketing strategies are rapidly evolving, particularly in emerging economies where access to technology and online platforms is expanding. This chapter explores how digital food marketing is reshaping consumer behavior and promoting sustainability in these markets. The rise of digital platforms has created new opportunities for food businesses to engage with consumers, influencing their purchasing decisions and encouraging the adoption of health-conscious and sustainable consumption patterns. However, cultural, social, and economic factors significantly impact how these strategies are received and implemented. This chapter aims to investigate the effects of digital food marketing on consumer preferences in emerging economies and examine how sustainability-focused campaigns can drive behavioral change. It will explore the interplay between marketing innovation and consumer decision-making, focusing on the role of digital tools in promoting sustainable practices. Drawing on surveys, interviews, and case studies, the chapter will provide insights into how digital marketing strategies can be optimized to encourage healthier and more environmentally responsible food choices. The research will contribute to understanding the potential of digital food marketing to influence consumption habits and promote sustainability, offering actionable insights for marketers, policymakers, and academics in the food industry. By addressing the unique challenges and opportunities within emerging economies, this chapter will offer a roadmap for leveraging digital marketing to achieve long-term sustainability goals in the global food sector.
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