TRANSFORMING BUSINESS THROUGH SUSTAINABLE DIGITAL MARKETING: THE ROLE OF TECHNOLOGY AND INNOVATION IN SHAPING CONSUMER PURCHASE DECISIONS

This study explored how sustainable digital marketing strategies, strengthened by technological advancements and innovative practices, influenced consumer behavior and supported business transformation. The research primarily aimed to examine how eco-conscious marketing practices impacted consumer trust, perception, and purchasing behavior, while also analyzing how technology and innovation improved the overall effectiveness of sustainable digital marketing. Adopting a descriptive-correlational research design, data were collected from 110 respondents, including faculty members, students, and business owners connected with Cebu Technological University (CTU)–Pinamungajan Campus and its partner industries in Toledo City, Balamban, and Pinamungajan, Cebu. The study utilized descriptive statistics, Pearson correlation, and regression analysis to examine the relationships among key variables. Results revealed that sustainable digital marketing practices—such as ethical and transparent advertising, green branding, and responsible communication—played a vital role in shaping consumer purchase decisions. Moreover, technological tools like artificial intelligence, data analytics, automation, and social media platforms were identified as essential innovations that improved marketing personalization, operational efficiency, and customer engagement. Regression results showed that sustainability-driven marketing, technology integration, and business process transformation collectively accounted for 64% of the variance in consumer purchase behavior, indicating a strong combined influence. The study concluded that integrating sustainability, technology, and innovation in digital marketing enhanced consumer trust, strengthened brand loyalty, and fostered ethical business growth. It recommended the creation of a strategic framework that encouraged businesses to adopt sustainable, technology-oriented, and innovation-based marketing approaches aligned with both environmental responsibility and long-term competitiveness.