Low-carbon information quality dimensions and random forest algorithm evaluation model in digital marketing

Abstract

The growing urgency for low-carbon lifestyles necessitates developing effective strategies to promote sustainable consumer choices. This study investigates key dimensions of information quality that shape consumer behavior within digital marketing to achieve this goal. Employing a mixed-methods approach that integrates grounded theory and machine learning, this study identifies three core dimensions of low-carbon information quality: matching quality, presentation quality, and interpretability quality. These dimensions underscore the importance of aligning information with consumer needs, ensuring clear and accurate presentation, and fostering transparency for trustworthiness. A Random Forest algorithm-based evaluation model is constructed to assess low-carbon information quality, demonstrating its effectiveness in identifying high-quality, sustainable content. This research provides a practical tool for digital marketers to enhance their strategies, raise consumer awareness of sustainable options, and ultimately contribute to the growth of the low-carbon consumption market.