Employing digital twin technology in the pursuit to avert sustainable marketing myopia

In the face of escalating global environmental and social dilemmas, sustainability has evolved from an auxiliary concept to a cornerstone in corporate strategic planning, driven by the dynamic transformation of stakeholder expectations and consumer preferences (Pohlmann et al., 2023; Ashrafi et al., 2020). The pivot towards meshing economic success with environmental and social achievements is mediated by sustainable marketing. This approach intricately intertwines sustainable principles with conventional marketing, accentuating a delivery of environmental, social and economic value to stakeholders (Pooja et al., 2022; Kotler and Armstrong, 2021; Kemper and Ballantine, 2019; Kumar et al., 2012).

Nevertheless, as corporate sustainability progresses, it invariably encounters obstacles, among which “sustainable marketing myopia” – denoting an overemphasis on customers, a restricted perspective of their needs and an overlook of specific sustainability issues and stakeholder perspectives (Yuksekbilgili, 2022; Lim, 2016; Ottman et al., 2006) – is prominent. This shortsightedness can confuse the values of both companies and customers related to sustainability, potentially leading firms towards inauthentic marketing practices, such as greenwashing and pinkwashing (cf. Connell, 2023; Santos et al., 2023; Lyon and Montgomery, 2015; Villarino and Font, 2015) or underestimate the market value of sustainability (cf. Pohlmann et al., 2023).

Enhancing the pertinence of this discourse, particularly within the European context, the proposed EU “Green Claims” regulation underscores a rigorous approach to mitigating greenwashing, necessitating that every environmental claim not only holds veracity but is also substantiated with robust evidence (European Commission, 2025). This stringent legislative framework exemplifies the escalating global legal pressure, signalling a paradigm where businesses must navigate their sustainable marketing with utmost authenticity and transparency to concurrently abide by customer demands and legal norms to safeguard their reputational capital. Thus, addressing this multifaceted challenge of sustainable marketing myopia, especially amidst a surging interest in sustainability and increased legal pressure, is paramount to safeguard credibility and, ultimately, realise marketing objectives.

With the relentless pace of digital advancements, a vital query surfaces: Might emerging technologies forge innovative pathways to mitigate the challenge of sustainable marketing myopia? The nuanced relationship between technology and marketing, spanning from mass advertising on TV (Chan-Olmsted and Park, 2000) and social media (Chen et al., 2023) to using more recent advancements, particularly in Big Data, Artificial Intelligence (D’Arco et al., 2019) and Virtual Reality (Saad and Choura, 2022), reflects a trajectory that aligns marketing transformations with societal developments. Considering such historical antecedents, leveraging technology to alleviate sustainable marketing myopia presents a viable trajectory.

So, which technical alternatives warrant exploration? While numerous technologies have found a foothold in practice, “digital twin” technology is a notably underexplored area, teetering between untapped promise and its potential, especially in marketing applications. This technology provides the capability to conduct advanced simulations and predict various business scenarios, attributes highly coveted in marketing. Despite being used at the production level (Li et al., 2020; Tao et al., 2018), its exploration within the marketing domain remains nascent.

However, steering a technological shift within the rapidly progressing domain of sustainable marketing demands adopting a specific mindset that nurtures explorative and innovative marketing ventures. This requires a holistic understanding not only of operational implications but also its potential impact on marketing strategies and, for instance, consumer behaviours. A conceivable pathway may involve amalgamating sustainability marketing with the refreshed entrepreneurial marketing strategy. This marketing paradigm has historically demonstrated the adept integration of an entrepreneurial mindset with state-of-the-art digital technologies, thus facilitating a synergetic meld between innovative technological solutions and strategic marketing applications (Seuring and Müller, 2008; Morris et al., 2002).

On the other hand, there is a call for research on marketing concepts that involve customer centricity and emphasise information and strategic decision-making. Hansen et al. (2020) suggested that future research within the Marketing and Entrepreneurship Interface is paramount, particularly emphasising the need for studies on the application of marketing and entrepreneurship in diverse contexts, and the exploration of commonalities between these domains.

Hence, this study seeks to elucidate the interaction between an entrepreneurial marketing mindset and digital twin technology in alleviating sustainable marketing myopia. The research will revolve around a pivotal question:

In today’s business landscape, sustainability and marketing are deeply intertwined through sustainable marketing practices, spanning economic, environmental, social, ethical and technological dimensions (Kotler and Armstrong, 2021; Lim, 2016). However, companies attempting to combine these elements often stumble into a trap known as “sustainable marketing myopia”, or its environmentally specific variant, “green marketing myopia”, focusing narrowly on sustainable product attributes and overlooking broader consumer benefits (Ottman et al., 2006).

Sustainable marketing myopia, an extension of Levitt's (1960) concept of “marketing myopia”, represents a narrow focus on immediate company needs at the expense of customer desires. This myopia can lead to ignoring broader sustainability opportunities, potentially resulting in strategies that are too data-driven, place too much emphasis on societal benefits or engage in unethical practices like greenwashing (cf. Pohlmann et al., 2023; Río Solano et al., 2023; Yuksekbilgili, 2022; Lim, 2016; Ottman et al., 2006).

EM is recognised for its ability to enable startups, entrepreneurs and small businesses to establish unique positions among established competitors (Sadiku-Dushi et al., 2019; Mort et al., 2012; Morris et al., 2002). It is a unique approach that values a deep understanding of customer needs and encourages innovative and risk-oriented strategies for establishing market differentiation (Mort et al., 2012). EM is characterised by its innovative, proactive and risk-taking approach, forming customer-centric strategies that adapt to dynamic market conditions and use resources and networks (Morris et al., 2002). In the context of sustainability, EM integrates environmental, social and economic values into marketing practices, addressing the holistic needs of stakeholders (Mort et al., 2012). This integration is particularly relevant in combating sustainable marketing myopia, which refers to the shortsighted focus on customer needs while neglecting broader sustainability issues (Ottman et al., 2006).

EM focuses on innovation to create unique value propositions that differentiate firms in competitive markets. Innovation in this context extends beyond developing new products or services but also about ensuring these innovations are sustainable, meet environmental standards and deliver superior value to customers. One of the primary avenues through which EM drives innovation is in green product development. This involves designing environmentally friendly products, from sourcing raw materials sustainably to ensuring that the end products are recyclable or biodegradable. This approach meets regulatory standards and aligns with the growing consumer demand for sustainable products (Kumar et al., 2012).

Innovation in EM also extends to optimising supply chains. Firms can reduce their carbon footprint and enhance operational efficiency by implementing sustainable practices throughout the supply chain. This includes responsibly sourcing materials, reducing waste through efficient production processes, and minimising transportation emissions (Tao et al., 2018).

The use of digital technologies is another crucial aspect of innovation in EM. Big data analytics, artificial intelligence and digital twin technology enable firms to gain deeper insights into customer behaviours and preferences. These insights can be used to tailor marketing strategies and create personalised customer experiences, which enhance engagement and loyalty. Digital twin technology, in particular, allows firms to simulate and optimise their operations in real time, leading to improved resource efficiency and reduced environmental impact (Tao et al., 2018; Glaessgen and Stargel, 2012).

At the heart of EM lies the principle of customer-centricity, which posits the customer as the epicentre of all marketing efforts, focusing on identifying and fulfilling their unique needs (Mort et al., 2012; Jones and Rowley, 2011; Miles et al., 2011; Morris et al., 2006). This customer-focused strategy necessitates a thorough understanding of customer behaviour and preferences, which is crucial for designing and delivering products and services that truly resonate with the target market (Baker and Sinkula, 2009).

EM emphasises continuously understanding customer needs and preferences. This involves continuous market research and advanced data analytics to gather and interpret customer data. Analysing purchasing behaviour, feedback and emerging trends, firms can better anticipate and respond to customer demands (Jones and Rowley, 2011). This proactive approach ensures that businesses remain relevant and can swiftly adapt to changes in the market environment (Miles et al., 2011).

Data analytics is crucial in EM for developing personalised marketing strategies (Hansen et al., 2020). By leveraging big data and artificial intelligence, companies can segment their customer base more precisely and tailor their marketing messages to individual preferences. This personalisation enhances the customer experience, fosters loyalty and drives engagement. Data analytics also enables firms to measure the effectiveness of their marketing efforts in real time, allowing for continuous improvement (Mort et al., 2012).

Incorporating customer feedback into product development and marketing strategies is another essential aspect of customer orientation in EM. Feedback loops, facilitated through various channels such as social media, surveys and direct interactions, provide valuable insights into customer satisfaction and areas for improvement. This iterative process helps refine products and services to meet customer expectations and build stronger relationships (Miles et al., 2011).

In sustainability, customer orientation involves promoting products and services that align with consumers’ environmental and social values. Modern consumers are increasingly aware of the impact of their purchasing decisions on the planet and society. Therefore, businesses must communicate their sustainability initiatives effectively and ensure they resonate with their target audience’s values. This involves transparent communication about sustainable practices, ethical sourcing and the environmental benefits of products (Ottman et al., 2006).

Resource leveraging is critical to EM, particularly for small and medium-sized enterprises (SMEs) that often operate with limited budgets and resources (Morris et al., 2002; Hunt, 1997). Using resources to maximise impact is essential for achieving sustainable growth and competitive advantage. Strategic partnerships with other organisations can provide access to additional resources, such as technology, expertise and networks, otherwise inaccessible or too costly for SMEs. Collaborations with non-profits, educational institutions and giant corporations can enhance the capacity for innovation and sustainability. For instance, joint ventures and alliances can facilitate knowledge transfer and sharing of best practices, thereby driving efficiency and effectiveness in marketing efforts (Baker and Sinkula, 2009).

By building solid relationships with local communities, businesses can gain valuable insights into local market needs and preferences, informing more targeted and relevant marketing strategies. Community engagement also fosters goodwill and supports social sustainability, as businesses contribute to the well-being and development of the communities they serve. Activities such as sponsoring local events, participating in community projects and supporting local suppliers can enhance brand reputation and loyalty (Miles et al., 2011).

Digital marketing tools are crucial for maximising reach and impact, especially for SMEs with constrained budgets. Digital platforms, including social media, email marketing and content marketing, provide cost-effective channels for reaching a wider audience (Taiminen and Karjaluoto, 2015).

These tools enable precise targeting and personalised communication, enhancing customer engagement and conversion rates. Additionally, digital marketing analytics provide insights into campaign performance, allowing businesses to optimise their strategies in real time (Miles et al., 2011; Baker and Sinkula, 2009). EM emphasises the efficient allocation of resources to ensure maximum impact. This involves prioritising marketing activities that offer the highest return on investment and discontinuing those that do not yield significant results. SMEs can adopt lean marketing practices, focusing on essential activities that drive growth while minimising waste. By continuously evaluating and adjusting their resource allocation, businesses can remain agile and responsive to market changes (Mort et al., 2012).

Proactivity and risk management are fundamental EM principles, underscoring the importance of anticipating market trends and addressing emerging issues (Jones and Rowley, 2011; Morris et al., 2006; Gardner, 1994; Hills, 1994). This proactive stance is vital in sustainable marketing, where businesses must navigate a complex landscape of regulatory changes, technological advancements and evolving consumer expectations.

EM highlights the need for businesses to stay ahead of market trends by continuously scanning the environment for new opportunities and threats. This involves conducting thorough market research, monitoring industry developments and analysing competitive activities. By identifying trends early, businesses can adapt their strategies to capitalise on emerging opportunities and mitigate potential risks. This foresight enables firms to remain agile and responsive in a dynamic market environment (Miles et al., 2011).

In sustainable marketing, proactivity entails adopting sustainable practices that exceed regulatory requirements and meet the growing demand for corporate social responsibility. Companies that take the initiative in sustainability can differentiate themselves from competitors and build a reputation as industry leaders. This includes implementing eco-friendly production processes, reducing carbon footprints and engaging in corporate social responsibility activities that resonate with stakeholders. Proactive sustainable initiatives enhance brand reputation and contribute to long-term business success (Mort et al., 2012).

EM advocates for a strategic approach to risk management, which involves identifying potential risks, assessing their impact and developing mitigation strategies. This includes conducting regular risk assessments, establishing contingency plans and building resilience against disruptions. By proactively managing risks, businesses can minimise adverse impacts and ensure continuity in their operations (Baker and Sinkula, 2009).

Governments and international bodies increasingly implement stringent regulations to address environmental and social issues. Businesses must monitor these regulatory developments and ensure compliance to avoid legal penalties and maintain their market position. Additionally, companies anticipating and adapting to regulatory changes can turn compliance into a competitive advantage by positioning themselves as compliant and forward-thinking (Ottman et al., 2006).

Innovations such as digital twin technology, artificial intelligence and blockchain can enhance sustainability by improving transparency, efficiency and accountability (Hansen et al., 2020; Jones and Rowley, 2011). For instance, digital twin technology can simulate environmental impacts and optimise resource use, while blockchain can ensure traceability and authenticity in supply chains. By leveraging these technologies, businesses can stay at the forefront of sustainability practices and meet the expectations of tech-savvy consumers (Tao et al., 2018; Glaessgen and Stargel, 2012).

In the vast expanse of technological advancement, digital twin technology emerges as a potent business tool offering many of the traditionally sought-after possibilities in marketing (Brown, 2019; Tao et al., 2017). This technology, embodying a virtual replica of a physical system, orchestrates and optimises entire production systems by syncing real-time data from the field level (Negri et al., 2017; Uhlemann et al., 2017; Rosen et al., 2015).

Among its myriad facets, the first, real-time process modelling, exemplifies a cornerstone for understanding the intricacies of operations and their impacts (Tao et al., 2018; Negri et al., 2017). This model not only unveils avenues for optimisation and predicts maintenance requisites but also escalates resource efficiency while diminishing environmental detriments. It is beautifully aligned with the aspirations of sustainability and the principles of a circular economy and shared services model.

Segueing into the second dimension, the enhancement of decision-making processes, digital twin technology crystallises as a harbinger of predictive capabilities, enabling firms to make proactive, data-informed decisions about both their production (Rosen et al., 2015; Glaessgen and Stargel, 2012) and the consumer market (Brown, 2019). This capacity to anticipate and address potential challenges aligns immaculately with the forward-thinking ethos of EM, fostering an uplift in sustainability performance.

Thirdly, in the realm of transparency and stakeholder engagement, digital twins enhance transparency by vividly illustrating processes and outcomes, facilitating informed discussions on sustainability strategies (Uhlemann et al., 2017). Such an elevated engagement becomes pivotal in circumnavigating resistance from stakeholders, whose focus may be blinkered towards short-term gains, providing a trajectory towards sustainable growth (cf. Río Solano et al., 2023). Finally, technology acts as a catalyst for innovation and adaptability, encouraging a setting where companies can innovate and adapt in a risk-free virtual environment, thereby driving innovation of products, services and business models (Tao et al., 2019; Kritzinger et al., 2018).

As described, the digital twin technology holds several exciting features that could contribute to sustainable marketing and remedy myopia. However, Lim (2016) cautions that improper use of technology could deteriorate other sustainability dimensions, such as creating social issues and unethical practices. Therefore, it is critical that marketers ensure technology is used responsibly to enhance overall sustainability, supporting a holistic approach to managing sustainable marketing initiatives.

With such complexity, both from the issue itself, sustainable marketing myopia, adding a possible technical solution and needing critical thinking, this expands beyond the traditional marketing mindset. Instead, EM, with its distinct emphasis on customer-centricity, innovation, resourcefulness, agility and authenticity, would be an excellent resource to strengthen the marketer in this situation.

From this conceptualisation, the article argues that integrating EM and digital twin technology can significantly boost strategies to avoid sustainable marketing myopia. Both EM and digital twin technology allow businesses to involve consumers actively in their sustainability efforts. Innovative strategies can guide consumers towards environmentally preferable products (Mort et al., 2012), while real-time modelling and virtual environments can provide an immersive experience, fostering a deeper understanding and engagement in sustainability efforts (Tao et al., 2018; Kritzinger et al., 2018).

This study uses a qualitative case study approach to explore how digital twin technology influences the entrepreneurial and sustainable marketing mindset. This involves in-depth qualitative analysis of data from multiple expert categories, including marketing, sustainability agencies and technical experts. This method is suitable for examining a relatively new phenomenon that has not been empirically studied, enabling the investigation of unknown variables and complex processes in a social context (Yin, 2014; Marshall and Rossman, 1999). The approach could advance EM theory by recontextualizing established EM processes within the framework of digital twin technology, enhancing EM strategies.

Empirical evidence on managing sustainable marketing myopia using digital twins was gathered through interviews with experts from different fields. Following Gummesson's (2017) criteria for intentional participant selection, marketing and sustainability experts were chosen via purposive sampling, focusing on market-leading agencies in Sweden, a global leader in sustainability recognised by organisations like Robeco (2025). Sweden’s commitment to environmental policies and advanced digital infrastructure (Conapto, 2025) made it an ideal setting for examining emerging technologies.

A cohort of 16 sustainability agencies fitting the selection criteria was identified, all within the SME category. Seven agencies participated in interviews, offering diverse insights into sustainable marketing practices. Although six agencies declined interviews due to non-utilisation of digital twin technology, they provided valuable insights to why they currently are not using the technology through email, which were integrated into our data. Within the seven participating companies, consultants specialising in sustainability marketing were selected in collaboration with owners and managers. Technical experts were recruited using a snowball sampling technique (Biernacki and Waldorf, 1981). Three individuals participated:

1. A technical solutions manager;

2. A data engineer; and

3. A digital twin technology researcher.

These participants were chosen for their expertise in both sustainability and digital twin technology, with the technical solutions manager and data engineer working for leading Swedish industrial companies and the researcher studying the intersection of digital twin technology and sustainability. All interviews and correspondences occurred during spring 2023.

The interview questions were based on EM principles, marketing sustainability challenges and technology-oriented questions from the literature. Following Eisenhardt's (1989) case-based data collection approach, the interview guide was tailored to participants’ roles and expertise, providing deep insights into their perspectives on EM, digital twin technology, and sustainable marketing. The results synthesised data from interviews with seven sustainable marketers and three digital twin technology experts. These semi-structured interviews were conducted in person or online, with iterative analysis of the transcripts.

The qualitative data was analysed using thematic analysis, following the grounded theory methodology (Glaser and Strauss, 2017). The analysis adhered to Braun and Clarke (2006) six phases:

1. Familiarising with data;

2. Generating initial codes;

3. Identifying themes;

4. Reviewing themes;

5. Defining themes; and

6. Writing up the results.

The interviewed marketers highlighted the critical role of sustainability in their marketing strategies and business models. One stated, “Our focus has always been on positively impacting society through our campaigns.” They noted a shift in client expectations: “Clients now expect marketing to reflect their sustainable values, a significant change from a decade ago.” The integration of sustainability communication was also emphasised: “We focus not only on sustainability data but on broader aspects like inclusion and diversity.” Additionally, several interviewees stressed the importance of “educating our audience about our sustainable practices and ensuring our communication aligns with our actions,” while also underscoring the need to understand and engage stakeholders effectively.

Several marketers touched upon the concept of sustainable marketing myopia, the tendency of companies to overlook the broader socio-environmental context of their business while focusing on immediate sales. “Avoiding sustainable marketing myopia is crucial. We should focus on long-term sustainability goals and not just immediate profits.” also, “The biggest challenge for most companies today is shifting from a myopic view of sustainable marketing to a more holistic perspective.”

Regarding EM, marketers acknowledge the necessity of innovative and customer-centric strategies. “Being a marketer in today’s fast-paced environment requires us to think like entrepreneurs—identify opportunities, take calculated risks, and above all, keep customer needs at the heart of everything we do.” Also, “It is about creating a compelling narrative that resonates with our audience while ensuring our strategies are flexible and adaptive.”

The sustainable marketing experts recognised the digital twin technology, but its adoption varied due to application limitations. Some viewed it as an emerging technology with room for broader integration, while others emphasised its potential for safe strategy testing and enhanced target group analysis. Concerns about legal and data protection issues led some to approach it cautiously, stressing compliance and strategic communication. Interestingly, none of the interviewees or additional agencies currently use digital twin technology to its full potential in sustainable marketing. The findings indicate a shift towards integrating sustainability and technology, but leading agencies have yet to fully adopt digital twin technology for marketing purposes.

The three technical experts (technical innovation manager, data engineer and digital twin researcher) each offered unique perspectives on digital twin technology. The technical innovation manager described it as a “virtual replica” enabling real-time monitoring and optimisation, with applications in personalised marketing, dynamic pricing, virtual showrooms and supply chain transparency. The researcher highlighted its use in “risk prediction, decision-making assistance, and workplace safety.” When asked about digital twin technology in sustainable marketing, they proposed applications like real-time feedback, sustainable packaging design and virtual events. The researcher suggested its potential to enhance sustainability communications and achieve sustainability goals.

The data engineer viewed digital twin technology as a tool for providing a “comprehensive view of a company’s environmental impact,” enabling data-driven decision-making. However, he also highlighted the challenges of integrating digital twin technology with other systems for a holistic view of operations.

The researcher emphasised the importance of understanding how digital twins can help companies meet sustainability objectives, predicting future developments and enhancing transparency. However, they also noted potential downsides, including high costs, data security concerns and the complexity of accurate modelling. Ethical risks, such as data privacy, were also highlighted.

The consensus among all interviewees was that digital twin technology could mitigate risks like greenwashing when used responsibly. However, challenges like data sharing between companies and the potential for model inaccuracies were noted as barriers to widespread adoption. Another consensus emerged around the potential of adopting an EM mindset when leveraging digital twins to develop personalised, data-driven marketing strategies, thereby enabling smaller firms to compete with larger players. Additionally, they noted that digital tools and AI could help mitigate issues such as sustainable marketing myopia by delivering timely insights and corrective actions.

The study findings underscore digital twin technology’s role in sustainable growth, combating sustainable marketing myopia and enhancing EM. The technology offers real-time process optimisation, improved sustainability communication, and triple-bottom-line integration, focusing on long-term sustainability and stakeholder needs. However, challenges like high initial costs, data security, integration difficulties and ethical concerns must be addressed to ensure responsible, transparent use.

In this analytical discussion, we aim to illuminate the potential exploitation of digital twin technology in mitigating sustainable marketing myopia funded by important EM principles and throwing theoretical propositions. It is common in emerging technologies and fields to have a wide range of propositions, as there is still a high degree of uncertainty.

In the interviews, sustainable marketing experts emphasised the importance of understanding diverse customer needs, aligning with EM principles. While they recognised the potential of digital twin technology in demonstrating real-time sustainability practices, its adoption and specific implementation methods remain unclear, suggesting a need for further research. The research framework (Table 1) advocates for a holistic focus on customer benefits, integrating sustainability into the overall value proposition (Ottman et al., 2006). By using EM, which leverages a deep understanding of customers to integrate sustainability benefits (Mort et al., 2012; Baker and Sinkula, 2009), and digital twin technology, which models real-time processes to showcase sustainability contributions like resource efficiency and improved product lifecycle (Tao et al., 2018; Negri et al., 2017), businesses can better align value creation with environmental and social values. This holistic approach is crucial for gaining a competitive advantage in a rapidly changing market.

Integrating EM techniques and digital twin technology can enhance a holistic customer benefit focus in sustainable marketing, aligning with the modern consumer’s multifaceted expectations and values.

The interviews with marketing and technical experts highlight the potential of innovative communication strategies and digital twin technology to visually represent environmental impacts, reflecting the adoption of EM strategies. However, the full extent of digital twin technology’s use in these strategies remains unclear, indicating a need for further exploration. Villarino and Font (2015) advocate for messages that make sustainability mainstream by emphasising its benefits to individuals and society. Similarly, Morris et al. (2002) recommend using EM to craft emotionally resonant messages and leveraging digital twin technology to visually showcase environmental impacts and sustainability efforts (Uhlemann et al., 2017). EM helps businesses create meaningful marketing experiences by focusing on customer orientation, which drives satisfaction, loyalty and supports broader sustainability goals by aligning business practices with evolving consumer values.

Sustainable marketing can focus on creating emotionally resonant messages that emphasise sustainable practices’ individual and societal benefits, leveraging EM and digital twin technology.

The study’s findings revealed the need for authenticity and transparency, suggesting that they embrace the ethos of EM and perceive the potential of digital twin technology in visualising sustainability efforts. However, the extent and manner of the usage of digital twin technology still need clarification. Research also underscores the need to avoid overstating or fabricating sustainability practices, promoting transparency and authenticity in sustainable marketing initiatives (Pendse et al., 2023; Szabo and Webster, 2021; Delmas and Burbano, 2011). It posits that EM can enhance authenticity and transparency (Morris et al., 2002), and digital twin technology can promote transparency by visualising the real effects of sustainability efforts (Uhlemann et al., 2017).

EM and digital twin technology can mitigate deceptive marketing by enhancing the authenticity and transparency of sustainability initiatives.

One of the essential outcomes of the research proposes involving consumers in sustainability efforts by guiding them towards environmentally preferable products (Stafford and Graul, 2020), using innovative EM strategies (Mort et al., 2012), and using digital twin technology for real-time process modelling and virtual environments (Tao et al., 2018; Kritzinger et al., 2018). Experts in this study also align with this strategy by using innovative strategies and recognising the role of digital twin technology in actively involving consumers. Nevertheless, more detailed exploration is needed to understand how the technology is specifically used to engage consumers. By focusing on innovative practices, EM addresses customers’ immediate needs and contributes to long-term sustainability goals.

Innovative digital twin technology for real-time process modelling fosters active consumer involvement in sustainability, enhancing consumers’ interactive experience and education.

The theoretical framework stresses engaging multiple stakeholders, including customers, regulators, NGOs, consumers and investors (Morris et al., 2002). It suggests EM for building trust and collaboration (Morris et al., 2002) and digital twin technology for visualising processes, impacts and sustainability initiatives (Uhlemann et al., 2017). The interviewees acknowledge the importance of engaging multiple stakeholders and the role of digital twin technology in enhancing stakeholder engagement, suggesting that they align with the theoretical propositions. Nevertheless, the extent and method of adopting digital twin technology for stakeholder engagement needs further investigation. Resource leveraging in EM thus encompasses a range of strategies to maximise the impact of limited resources. SMEs can achieve sustainable growth and build a competitive edge by forming strategic partnerships, engaging with communities, using digital marketing tools and ensuring efficient resource allocation. This approach supports immediate business goals and aligns with long-term sustainability objectives.

Using digital twin technology to visualise processes and impacts enhances a multi-stakeholder engagement approach in sustainable marketing, fostering collaboration and trust.

The theoretical framework suggests that companies should adapt to shifting consumer mindsets and maintain a forward-looking perspective (Kamasastry, 2020), advocating for EM to enhance agility (Mort et al., 2012) and digital twin technology for experimentation and adaptation (Tao et al., 2019; Kritzinger et al., 2018). Interviews with marketing and technical experts echoed the importance of adapting to consumer shifts and highlighted the potential of digital twin technology, though its exact use remains unclear, warranting further investigation. The findings support the framework, indicating that EM and digital twin technology are crucial in addressing sustainable marketing myopia, though their practical application is still developing, with limited current use in marketing. Companies face challenges like data security and integration, but applying this framework could lead to a comprehensive sustainability narrative, reduce deceptive marketing practices and enable agile marketing strategies.

Adaptive marketing strategies are essential in today’s dynamic market, and digital twin technology provides a platform for experimentation and facilitates rapid response to consumer mindset shifts.

The interviewed marketers highlighted the challenge of balancing strict sustainability goals with avoiding greenwashing, emphasising the need for authentic, verifiable green claims and trust-preserving stakeholder engagement. While digital twin technology enhances real-time visualisation of sustainability efforts and gathers extensive consumer data, it must navigate the tension between adhering to privacy regulations like the EU’s GDPR and meeting the EU’s Green Claims directive, which requires data to substantiate sustainability claims. Marketers face the dilemma of ensuring privacy while effectively communicating sustainability credentials. Digital twins provide valuable consumer insights for precise sustainability communication, but using this data without violating privacy laws requires careful attention. Marketers must innovate to craft sustainability messages that comply with green claims legislation while respecting privacy laws, necessitating new marketing paradigms.

Marketers must adhere to privacy regulations and provide authentic sustainability communication, a balance facilitated by the responsible use of digital twin technology.

The theoretical contributions of this research are many, offering significant insights into integrating EM with sustainability practices through the innovative use of Digital Twin technology. These contributions are pivotal in advancing the discourse on sustainable marketing strategies and addressing the prevalent issue of sustainable marketing myopia. Here are the key theoretical contributions of the paper:

• Integration of Entrepreneurial Marketing and Sustainability: The research provides a comprehensive framework that merges EM principles and strategies for avoiding sustainable myopia. Doing so highlights the importance of innovation, customer orientation, resource leveraging and value creation in developing sustainable marketing strategies. This integration helps firms align their marketing efforts with broader environmental and social values, addressing the evolving preferences of consumers (Kumar et al., 2012; Miles et al., 2011).

• Role of Digital Twin Technology in Marketing: One of the novel contributions of this research is the application of digital twin technology in the context of marketing. The research illustrates how digital twin technology can enhance marketing strategies by providing real-time insights into customer behaviour, optimising resource use and improving transparency and authenticity in sustainability claims (Tao et al., 2018). This application of digital twin technology offers a new perspective on how digital technologies can be leveraged to achieve sustainability goals in marketing (Glaessgen and Stargel, 2012).

• Addressing Sustainable Marketing Myopia: The research addresses the concept of sustainable marketing myopia, where firms overly focus on short-term customer needs while neglecting broader sustainability issues (Ottman et al., 2006). By integrating EM principles with digital twin technology, the paper proposes an inclusive approach to overcome this myopia, ensuring that marketing strategies are both consumer-centric and sustainability-oriented. This theoretical proposition expands on existing literature by providing practical solutions to a well-documented problem in sustainable marketing (Yuksekbilgili, 2022).

• Holistic Customer Benefit Focus: The research contributes to the theoretical understanding of customer orientation in EM by emphasising a holistic customer benefit focus. This involves fulfilling immediate customer needs and addressing their broader environmental and social concerns. By leveraging digital twin technology, businesses can demonstrate the comprehensive benefits of their sustainability initiatives, thereby enhancing customer engagement and loyalty (Mort et al., 2012).

• Enhanced Transparency and Authenticity in Marketing: Another significant contribution is emphasising transparency and authenticity in sustainable marketing. The research argues that digital twin technology can provide verifiable data and visual proof of sustainability claims, thus mitigating the risk of greenwashing and enhancing the credibility of marketing efforts. This contribution is critical in building trust with consumers and stakeholders, aligning with the increasing regulatory pressures for transparency in sustainability claims (Pendse et al., 2023; Uhlemann et al., 2017).

• Framework for Adaptive and Agile Marketing Strategies: The research proposes a framework for developing adaptive and agile marketing strategies that respond to dynamic market conditions and regulatory changes. By integrating EM with digital twin technology, firms can experiment with different approaches in a virtual environment, allowing for quick adjustments based on real-time feedback. This theoretical contribution is particularly relevant in today's fast-paced business environment, where agility and adaptability are crucial for success (Kritzinger et al., 2018).

These theoretical contributions underscore the innovative integration of EM with sustainability and digital technologies, offering a robust framework for addressing contemporary marketing challenges.

The research offers practical suggestions for marketers, such as using digital twin technology to demonstrate real-time sustainability benefits like resource efficiency, directly addressing consumer demand for sustainable practices. This technology allows for visual representation of sustainability initiatives, enhancing the impact and reach of sustainability communications compared to traditional marketing approaches that focus solely on product features. However, marketers face the challenge of balancing the need for detailed customer data to address sustainable marketing myopia with strict privacy regulations like GDPR.

To combat greenwashing, digital twin technology can provide transparent visualisations of a company’s environmental impact, promoting transparency and avoiding sustainable marketing myopia. The real-time modelling capabilities of digital twins enable companies to show how sustainability practices contribute to benefits like resource efficiency and improved product lifecycle, enhancing stakeholder trust and engagement. This technology supports policies like the EU Green Claims directive by ensuring transparent and credible sustainable marketing.

Marketers should leverage digital twin technology to engage consumers with immersive experiences that highlight the environmental impact of their choices, while innovating communication strategies that adhere to privacy laws and green claims legislation. Further studies are needed to explore the balance between privacy regulations and delivering authentic sustainability communications, ensuring the ethical and legal evolution of digital twin technology in marketing.

Additionally, digital twin technology can be used for stakeholder engagement, making sustainability initiatives more accessible and for simulating adaptive marketing strategies to stay ahead of consumer trends and expectations.

The study acknowledges certain limitations, primarily the relatively small sample size, the self-reported nature of the data and the geographical restriction to Swedish firms. Given the focus on large, prominent firms and the purposive selection of a few highly specialised experts, it is crucial to recognise that the results might only generalise to similar contexts within Sweden. Additionally, the selective expert recruitment process introduces potential biases, as it may not comprehensively represent the diversity of perspectives on sustainability and digital twin technologies. Despite these limitations, the study is an explorative research piece, offering valuable insights and establishing a foundation for further research about sustainable marketing and sustainable marketing myopia, EM and digital twin technology.

Given the exploratory nature of our study and the novelty of the application of digital twin technology in marketing, more research is needed to validate our findings further. Future research could focus on the following aspects: Investigating the impact of digital twin technology and EM on customer engagement and the perception of a company’s sustainability efforts and studying the barriers and facilitators to adopting digital twin technology in marketing, including but not limited to issues related to data security, privacy, integration and data accuracy and developing clear guidelines and best practices for using digital twin technology in conjunction with an EM mindset for promoting sustainable marketing. It could also use diverse sampling strategies to broaden the scope and enhance the generalisability of the results.