Arjun, SSArjunSalagrama, RamakrishnaRamakrishnaSalagrama2025-07-212025-07-212025-0144p.https://gnanaganga.alliance.edu.in/handle/123456789/8378This thesis explores the impact of digitization on conscious consumerism, adopting a focus on how consumer behaviors and brand strategies evolve within a digitized environment. The thesis has been majorly divided into four central areas: change in consumer awareness and purchases, impacts of conscious consumerism on brands, adapted strategies brands take, and the role of digitalization in the decision-making process of the informed consumer. Digital technology has empowered the consumer in ways never known before, with strong access to information relating to various goods, which leads to greater awareness and demand for sustainable products. Today, more and more aware consumers purchase items with a good conscience about the environmental and ethical factors involved. Such changes prompt brands to first engage in sustainable practices for both attraction and retention of eco-conscious consumers. Corporations that encourage open communication, responsible sourcing, and the principles of circular economy have delivered excellent results and customer loyalty and trust; thereby, realizing that there is an effective correlation between ethical practice and brand equity.enDigital MarketingMarketing ManagementConscious Consumerismdissertation