The Guiding Role of Digital Technology on Sustainable Consumption Behavior in the Global Marketing of Fashion Brands from a Management Perspective
Zhang Jiaqi

Macau University of Science and Technology,China Macau,999078；

Abstract：Against the backdrop of global marketing for fashion brands, guiding sustainable consumption behavior has become increasingly crucial. This paper delves into the guiding role of digital technology on sustainable consumption behavior during the globalization process of fashion brands from a management perspective. Through research on relevant theories and practical case studies, it reveals how digital technology influences consumer cognition, attitudes, and purchase decisions, providing theoretical support and practical guidance for fashion brands to utilize digital technology to promote sustainable development.

Keywords: Digital Technology;Fashion Brand Globalization;Sustainable Consumption Behavior;Management Strategy

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