La sostenibilidad como valor de marca en la publicidad automotriz de España

Introduction: Climate change and Corporate Social Responsibility (CSR) have driven companies, including the automotive industry, to embrace sustainability as a fundamental part of their communication strategy. Purpose: The main objective of this study is to analyze sustainability as a brand value in digital advertising in the Spanish automotive industry. Methodology: This research follows a triangular methodology combining interviews, surveys, and analysis of advertising content to explore how experts and consumers perceive this trend, considering their gender and age. Findings: The result of this work shows that sustainability is increasingly influencing purchasing decisions, but there is a disconnect between what advertising conveys and what users value. Brands still prioritize design and price over sustainability, having to progressively adjust their messaging to better reflect the ecological and social concerns that audiences have. Originality/value: The contribution focuses on two paths: firstly, to fill an academic gap in terms of studies focused on the specific communication actions carried out by the automotive sector in Spain, and secondly, to demonstrate that sustainability has not entered as a brand value that forces higher sales.