Published Paper Details:

This paper examines the integration of sustainability within digital marketing, with a focus on identifying and evaluating green marketing strategies in the online environment. It explores how businesses can mitigate the environmental footprint of their digital operations while effectively integrating eco-friendly messaging into digital campaigns. Utilizing a mixed-methods approach combining a consumer survey (n=500) and multiple case studies, this research identifies a significant consumer willingness to reward authentic green strategies and penalize greenwashing. The findings suggest that sustainability in digital marketing is not just a trend but a strategic necessity driven by increasing consumer expectations, regulatory pressures, and the urgent need for environmental preservation. The study concludes that a framework combining technological efficiency, transparent communication, and ethical data practices is essential for credible sustainable digital marketing.