The integration of digital marketing and modern technologies in fostering sustainable consumer behavior

Emphasizing the importance of environmental protection and the use of renewable energy sources caused a greater interest of the scientific and professional public in considering consumer behavior in the context of energy saving. The aim of the paper is to analyze the influence of perceived behavioral control of behavior on the intention to use pellets, while considering the socio-demographic characteristics of the respondents. In addition, the consumer profile is investigated in the context of time, depending on the stage of behavioral change in which household decision makers are. Marketing research obtained data from 308 respondents in the territory of the Republic of Serbia. Descriptive analysis of the respondents' profile was performed using the SPSS package, and model testing was performed within the SmartPLS program. The relevance of the work is reflected in the understanding of the importance of psychological and socio-demographic variables of the consumer profile over time, for the prediction of sustainable behavior. Based on the obtained results, concluding considerations and implications were made that can help companies in formulating digital marketing strategies to encourage sustainable consumer behavior.