Sustainable Handicrafts in the Digital Era: A Systematic Literature Review on Consumer Buying Behavior and Environmental Concerns

Abstract

The global handicraft industry is undergoing a transformation driven by digital marketing and increasing environmental awareness. This Systematic literature review (SLR) explores the intersection of digital marketing, consumer buying behavior, and environmental concerns in promoting sustainable handicraft products. The study aims to synthesize existing research on how digital marketing strategies influence consumer preferences, decision-making, and demand for eco-friendly handicrafts. Influencer marketing, e-commerce platforms, social media, and online sustainability campaigns are just a few of the major topics that this analysis finds by examining academic publications from reliable sources.  The elements that influence consumer interest in sustainable handicrafts are also examined, such as environmental responsibility, cultural appreciation, and ethical consumption.  Due to the research, internet marketing not only makes products more visible and accessible, but it also helps consumers and sustainable craftspeople build stronger relationships. However, issues including market competitiveness, greenwashing, and authenticity concerns continue to be major barriers. By providing information that helps firms, marketers, and governments maximize their digital strategies for promoting environmentally responsible handicrafts, this analysis helps to the growing conversation on sustainable consumerism. Future studies will examine modern technologies like blockchain and artificial intelligence to improve trust and transparency in sustainable handicraft markets.