The Influence of Digital Marketing on Teenage Consumer Preferences: A Sustainable Development Perspective

Abstract

Digital marketing has become a central force in shaping teenage consumer preferences in the modern global economy. Teenagers are one of the most dynamic consumer groups, with significant purchasing power and influence over household decisions. This research explores the influence of digital marketing strategies on teenage consumer preferences, placing special emphasis on sustainability and the broader goals of sustainable development. It investigates the role of social media, influencer culture, and digital advertisements in shaping teenagers’ decisions, while examining the extent to which ecofriendly and ethical messages impact purchasing choices. The study adopts a mixedmethod approach, drawing insights from primary surveys of teenagers and secondary data from academic journals and reports. Findings reveal that while digital marketing strongly impacts teenage consumer behavior, sustainability is often a secondary concern unless effectively communicated through creative and authentic campaigns. The paper concludes with suggestions for businesses, policymakers, and educators to foster sustainable consumerism among teenagers through responsible and innovative marketing practices.

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