Digital Media Influence and Consumer Trust in Sustainable Consumption Decision-Making

Digital media can be regarded as one of the main forms and sources of information used on a daily basis that influence consumer decision-making. At the same time, growing societal interest in sustainable development and environmentally responsible consumption increases the need to understand how digital media communication affects sustainable purchase intention. The aim of this study is to analyse the impact of digital media on consumer trust in digital information and its role in shaping sustainable consumption decisions. The study is based on a conceptual framework that includes digital media influence, trust and credibility of digital information, attitudes toward sustainable products, and sustainable purchase intention. The research applies a quantitative approach by analysing consumer survey data on digital media use and sustainable product choices. The results show that digital media communication is positively associated with information sharing and electronic word-of-mouth (eWOM), which are linked to higher consumer trust in digital information. Higher levels of trust and perceived information credibility are positively associated with consumer attitudes toward sustainable products and stronger sustainable purchase intention. The findings highlight the role of digital media in shaping consumer trust and attitudes, which are associated with sustainable purchase intention.