The Effectiveness of Sustainable Advertising in Emerging Markets: A Systematic Review

As sustainability becomes a central concern for consumers, companies in emerging markets are increasingly incorporating sustainability themes into their advertising strategies. This systematic review synthesizes  research on sustainable advertising to explore two core questions: (a) What factors contribute to the effectiveness of sustainability advertising? and (b) What motivates consumers in emerging markets to engage in sustainable behaviors in response to such advertising? The review is structured around key dimensions including ad context, message framing, source credibility, along with consumer-related drivers such as environmental concern, values, and trust. By consolidating findings from diverse studies, this review provides a comprehensive framework for understanding how sustainable advertising functions in emerging markets and identifies critical gaps to guide future research in this evolving domain.