دراسات اقتصادية
Volume 20, Numéro 2, Pages 289-298
2026-08-01
Leveraging Mobile Marketing Tools To Foster Pro-environmental Consumer Behavior
Authors : Gomeri Halima . Ensaad Redouane .
Abstract
This paper examines how mobile marketing tools, especially smartphone applications, can support pro-environmental consumer behavior by translating environmental awareness into everyday action. The article combines conceptual discussion with illustrative case evidence from food-rescue, circular-fashion, and waste-sorting applications. The revised version corrects language and structure problems in the original text, removes unsupported claims, and updates the argument with recent evidence from 2024–2025 reports and peer-reviewed research. Recent literature shows that sustainable consumption is shaped not only by environmental concern, but also by usability, social norms, perceived control, emotional design, and convenient digital feedback mechanisms (Syed et al., 2024; Feng & Zhao, 2024). Current sectoral evidence further indicates that food-waste reduction, second-hand exchange, and informed recycling are domains in which mobile platforms can produce measurable behavioral effects when they combine utility with low-friction engagement (UNEP, 2024; Vinted, 2024; Venturi et al., 2025). The paper concludes that mobile marketing should be understood not merely as a promotional channel, but as a behavior-shaping infrastructure that can help consumers adopt more sustainable routines when supported by credible information, convenience, and trust.
Keywords
pro-environmental behavior ; sustainable consumption ; mobile marketing
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