Sustainable Digital Customer Experience

This conceptual paper aims to explore literature gaps in the streams of marketing and sustainability, in particular exploring how could sustainability be included in customer experience, within a digital customer journey. This topic seems to recently receive growing attention by consumers and companies, and this could be a signal of a short-term new trend of mass market demand. If firms do not anticipate new needs they could lose new market opportunities and weaken their competitive advantage. In this scenario, in order to identify theoretical gaps and as such to help future contributions and proposal of new frameworks, a structured literature review has been taken. This short paper, in summary describes method and results of two scoping studies and proposes, as an initial step of a theory building research, some findings to contribute to the discussion about the Sustainable Digital Customer Experience.