Digital Co-Creation in Green Marketing Shaping Authentic Sustainable Brand Value
DOI:
https://doi.org/10.54518/ibr.4.1.2026.1398Keywords:
Brand Authenticity, Digital Co-Creation, Green Marketing, Sustainable Brand ValueAbstract
This study examines how digital co-creation within green marketing contexts shapes authentic sustainable brand value amid increasing demand for credible sustainability practices. The main question addresses how participatory consumer engagement through digital platforms contributes to authentic environmental communication and strengthens long-term brand value. The study integrates recent discussions on co-creation, green marketing, and brand authenticity to clarify their interconnected roles in sustainability-oriented branding. The study analyzes theoretical perspectives, empirical findings, and emerging patterns related to participatory sustainability strategies. The review findings suggest that digital co-creation strengthens perceived transparency, enhances consumer trust, and reduces skepticism toward corporate environmental claims through participatory engagement mechanisms. Collaborative value creation also enables alignment between corporate sustainability initiatives and consumer environmental values, strengthening authenticity in green marketing practices. The findings highlight digital participation as a critical mechanism for developing credible sustainable brand value grounded in shared environmental and social responsibility.
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