Sustainable Web-Design and Digital Marketing Potentials

This study addresses the ecological impact of the internet’s energy consumption by examining the topic of sustainable web design from a consumer-centric perspective. Sustainable web design, encompassing data volume reduction, website element optimization and compression, and ecological hosting, offers the potential to mitigate ecological footprints while simultaneously improving the technical performance and user experience. A mixed-methods research approach was implemented, combining preliminary expert interviews to establish five foundational attributes used in the second part of the study, a discrete choice experiment. Robustness checks of the results employed a mixed logit estimation and tertiary covariates controlling for different sustainability personality types. Rapid loading times turned out to be particularly decisive in generating a positive brand image and enhancing purchase intentions. In addition, communication measures of sustainable web design practices in the form of sustainability seals, the disclosure of green hosting and the provision of transparent information about sustainability efforts also have a positive impact, enhancing the brand perception, quality assessment and users’ purchase decision. The findings, however, reveal no indication whether inherently visible aspects of websites as compared to implemented communication tools, like seals, labels, or information pages, are more effective measures in general.