Purpose The study aims to analyse sustainability in Spanish audiovisual advertising production, focusing on professional perceptions and the implementation of sustainable measures, in order to identify the main opportunities and barriers in the sector. Design/methodology/approach Mixed methodology with an exploratory-descriptive approach was used in the study. Data triangulation through literature review, in-depth interviews and questionnaires aimed at professionals who hold key positions in audiovisual production Findings The study revealed sustainability in Spanish audiovisual advertising production is in its early stages, with growing awareness but limited by a lack of resources, training, information and regulation. Despite this, the sector sees it as an opportunity rather than a barrier, highlighting the need for support policies and training to promote sustainable change Social implications The results and recommendations of this study can have a positive impact on both the advertising industry and society, promoting a shift towards more responsible and sustainable practices Originality/value This study provides an interdisciplinary approach that combines theory, practical data and actionable proposals, relevant to both academia and industry. Its key contributions are: (1) Exploring the intersection between advertising and sustainability, an emerging issue with understudied implications; (2) Incorporating the professional perspective, identifying barriers and opportunities from everyday practice; (3) Providing a critical diagnosis that highlights the gap between regulation and implementation, attributed to gaps in training and information and guides future research
Pérez-Caballero et al. (Fri,) studied this question.