Regional Formation and Development Studies

consumption. The digital marketing and media ecosystem not only ensures the availability of information, but also shapes perceptions,

trust and social norms. This study develops and empirically tests an integrated model of sustainable consumer decision-making in a digital environment. The study applies a quantitative approach based on a survey of 384 respondents, and uses structural equation modelling to assess direct and indirect relationships between the digital environment, information, trust and sustainable decisionmaking. The findings show that the digital environment significantly shapes information perception, while information quality and credibility are key drivers of trust. The results enhance our understanding of sustainable consumption as a structured and socially influenced process, and explain the attitude behaviour gap. The study highlights trust as a key element, and provides recommendations for improving digital communication and governance to support sustainable development.