Taking a Scroll: Consumer Engagement Towards Sustainable Marketing on TikTok

Abstract

This study investigates Filipino TikTok users' engagement with sustainable marketing content, focusing on demographic factors such as age, gender, and spending habits. Utilizing the 4C's of Marketing paradigm—Customer Value, Cost, Convenience, and Communication—the research explores the impact of these elements on user interactions with sustainability-focused material. Data were collected via structured surveys from 375 respondents and analyzed using descriptive statistics, the Kruskal-Wallis test, and the Mann-Whitney U test. Findings revealed significant variations in engagement across age groups, with older consumers demonstrating heightened interest and willingness to invest in eco-friendly products. Convenience and communication emerged as pivotal drivers of engagement, underscoring TikTok's effectiveness as a platform for sustainability promotion. The study provides actionable insights for marketers and content creators to enhance sustainable marketing efforts on TikTok and encourage eco-conscious consumer behavior.