TITLE:
Digital Product Passport in Marketing and the Future of Sustainable Development
AUTHORS:
Murat Basal, Ahmet Demircioglu
KEYWORDS:
Marketing, Digital Product Passport, Product Lifecycle, Development, Sustainability, Environment
JOURNAL NAME:
American Journal of Industrial and Business Management,
Vol.14 No.5,
May
29,
2024
ABSTRACT: After the digital marketing concept became popular with the spread of the internet in the 1990s, marketing on electronic platforms has developed through the use of all kinds of technological devices. In the last two decades, social media, television, radio channels, SMS, e-mail, search engines, websites, mobile applications, electronic billboards and social networks have brought greater convenience, wider reach, cost-effectiveness and time and distance in digital marketing and provided the ability to transcend boundaries. However, recently artificial intelligence technology has been used in the field of digital marketing. Just as digital products, which are a channel of marketing, offer a wide range of offerings, from software applications and online platforms to multimedia content and digital services, digital consumers have also researched the features and advantages of digital products to understand their nature. With the change of living, economic and climatic conditions, development with the development of time and technological technology, and the increasing uncertainty regarding the future growth of the world economy, the expectations become bleaker. To be able to follow all the life cycle stages of a product, digitalization and modernization of the data related to the product from the four p’s of marketing is possible. A new digital format has been created with the concept of passport. Product-related information included in marketing in the Digital Product Passport can be made accessible online via the internet and offline through physical product labels such as QR codes. Innovators are exploring circular business models for sustainable development, focusing on product life cycle extension, design improvement and the development of new models in line with circular economy values. Due to changing living conditions, the impact of materials and products used in all areas, from digital products to digital products, on our lives and environment, monitoring the product from its birth to its introduction to the market, to its disposal after the end of its useful life without harming the environment is important in preventing waste that will harm the environment. The aim of this study is to provide information that will be useful in knowing the new concepts emerging in the developing world and reducing the impact on the environment by recording the life cycle of the product. In this direction, the study was carried out by conducting research on the necessary skis. With this oriented work, it has become easier for the consumer to access the products. Measures regarding the environmental impact of a product after purchase vary by country. As a result of this study, it is seen as a necessary process because digital tracking of products is mandatory as conscious and environmentally conscious consumers, suppliers or producers affect each other in a chain manner in the digital age. The issue of sustainability is now high on the agenda of the EU Commission. European Green Deal and Circular Economy Action Plan; It paved the way for the development of the Digital Product Passport. The United Nations has set 17 sustainable development goals in the 2030 Agenda.