A Multi-Criteria Decision-Making Framework for Evaluating the Carbon Footprint and Sustainability Performance of Digital Marketing Channels
デジタルマーケティングチャネルのカーボンフットプリントと持続可能性パフォーマンスを評価するための多基準意思決定フレームワーク (AI 翻訳)
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🤖 gxceed AI 要約
日本語
本研究は、デジタルマーケティングチャネルのカーボンフットプリントとエネルギー消費を評価する多基準意思決定フレームワークを提案する。CRITIC法とMEREC法で重みを決定し、WASPAS法で5つのチャネルをランク付けした結果、Email Marketingが最高評価を得た。このフレームワークは企業の持続可能性志向の意思決定を支援する。
English
This study proposes a multi-criteria decision-making framework incorporating carbon footprint and energy consumption to evaluate digital marketing channels. Using CRITIC, MEREC, and WASPAS methods, the framework ranks five channels, with Email Marketing receiving the highest score. It supports managerial decisions balancing performance and sustainability.
Unofficial AI-generated summary based on the public title and abstract. Not an official translation.
📝 gxceed 編集解説 — Why this matters
日本のGX文脈において
日本の企業はデジタル広告の環境負荷をあまり意識していないが、SSBJの気候関連開示が進む中で、Scope 3の一部としてデジタルマーケティングのカーボンフットプリントを把握する必要が生じる可能性がある。本フレームワークはその分析ツールとして参考になる。
In the global GX context
Globally, digital advertising's carbon footprint is gaining attention, and this framework provides a practical tool for integrating sustainability into marketing channel selection. It aligns with growing demand for corporate transparency on indirect emissions.
👥 読者別の含意
🔬研究者:A novel application of MCDM to digital marketing sustainability, offering a replicable methodology for further studies.
🏢実務担当者:Provides a structured approach to evaluate and select marketing channels with lower carbon footprint.
📄 Abstract（原文）
Digital marketing has expanded rapidly, and with it the use of data-intensive advertising systems whose energy use and carbon emissions are rarely questioned. Sustainability now receives close attention in business and engineering, yet the environmental side of digital marketing channels has been studied very little. This study addresses that gap with a multi-criteria decision-making (MCDM) framework that evaluates digital marketing channels on both performance and sustainability. Objective weights from the CRITIC and MEREC methods are combined with WASPAS to rank five channels under several criteria. Besides the usual performance indicators (click-through rate, engagement, conversion, cost per click and return on investment), the model adds carbon footprint and energy consumption as proxy sustainability criteria. The decision matrix draws on benchmark values and computational energy coefficients reported in the literature, which gives a comparable dataset without any primary data collection. The framework rests on the Natural-Resource-Based View (NRBV) of the firm, which treats environmentally efficient capabilities as a source of competitive advantage. Adding the sustainability criteria changes the ranking and brings out the trade-off between marketing performance and environmental cost. The framework offers managers an objective tool for judging channels with sustainability in mind, and it links digital marketing analytics to environmental sustainability through an engineering-oriented model. Email Marketing obtained the highest overall score (1.000) and Display Advertising the lowest (0.490). The CRITIC and MEREC weightings produced the same ranking, confirmed by a Spearman rank correlation of rs = 1.000 (P
🔗 Provenance — このレコードを発見したソース
- openalex https://doi.org/10.34248/bsengineering.1923918first seen 2026-07-16 05:30:34
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