A Multi-Criteria Decision-Making Framework for Evaluating the Carbon Footprint and Sustainability Performance of Digital Marketing Channels

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Key Points

This study aims to create a framework for evaluating the sustainability and performance of digital marketing channels.
Developed a multi-criteria decision-making framework using CRITIC, MEREC, and WASPAS methods.
Evaluated five digital marketing channels based on performance indicators and sustainability criteria.
Used benchmark values and computational energy coefficients from literature to create a decision matrix.
Email Marketing received the highest score of 1.000, while Display Advertising scored 0.490.
The rankings remained consistent across CRITIC and MEREC methods, confirmed by a Spearman rank correlation of rs = 1.000.
Incorporating sustainability criteria affected rankings, showing trade-offs between performance and environmental costs.

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Evaluates sustainability performance in digital marketing channels, highlighting efficiency in marketing decisions.

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Suat Okay (2026) studied this question.

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