Tel: +998901234567
Search

No. 5 (2025)
Marketing

Articles

DIGITAL MARKETING FOR THE GREEN ECONOMY: TRENDS AND INNOVATIONS

Published 2025-05-31

Authors
Salayeva Quvonchoy Rustam qizi
Affiliation
Bachelorʼs student at Tashkent State University of Economics Economics faculty
PDF Google Scholar Google Scholar

Abstract

This paper explores the role of digital marketing in promoting the green economy, focusing on current trends and innovative strategies. It analyzes how companies use digital platforms to raise environmental awareness, promote eco-friendly products, and engage sustainable consumers. The study highlights tools such as social media campaigns, influencer marketing, SEO, and green content marketing as effective instruments for environmental communication. Results indicate that integrating sustainability values into digital marketing not only enhances brand reputation but also drives consumer behavior towards greener choices.

Keywords

green economy, digital marketing, sustainability, eco-branding, content marketing

References

  1. Kotler, P., & Armstrong, G. (2021). Principles of Marketing (18th ed.). Pearson.
  2. Saura, J. R., Palos -Sanchez, P., & Rodríguez Herráez, B. Digital marketing for sustainable growth: Business models and online campaigns using sustainable strategies. Sustainability, 2020, 12(3), 1003. doi:10.3390/su12031003.
  3. Arantes, L. Digital marketing and sustainability: a study on consumer perceptions. ICIEMC Proceedings, 2022, 3, 40-49. DOI 10.34624/iciemc.v0i3.29641.
  4. Hidayat, M., Salam, R., Hidayat, Y. S., Sutira, A., & Nugrahanti, T. P. Sustainable Digital Marketing Strategy in the Perspective of Sustainable Development Goals. Komitmen: Jurnal Ilmiah Manajemen, 2022, 3(2), 100- 106. DOI:10.15575/jim.v3i2.22687.
  5. Peattie, K., & Crane, A. (2005). Green marketing: Legend, myth, farce or prophesy? Qualitative Market Research, 8(4), 357–370.
  6. Asonitou, S., & Kottara, C. Sustainable development of skills for the tourism sector and its financial impact. Paper presented at the Springer Proceedings in Business and Economics, 2019, 1121 -1129. doi:10.1007/978 - 3-030-12453 -3_129.
  7. Dimitrov, I., & Koprinkova -Noncheva, N. E-commerce, as a modulating possibility for application of the drop-shipping model. Paper presented at the 3rd International Conference on High Technology for Sustainable Development, HiTech, 2020, — Proceedings, doi:10.1109/HiTech51434.2020.9363980.
  8. Haryati, N. Business model analysis of mushroom agroindustry and its sustainable development strategy in covid -19 pandemic. Paper presented at the IOP Conference Series: Earth and Environmental Science, 2021, 733(1) doi:10.1088/1755 - 1315/733/1/012125.
  9. Kamenidou, I. C., Mamalis, S. A., Mylona, I., & Bara, E. Z. Environmental impact assessment of sustainable food practices: Insights from the generation Z cohort. Paper presented at the CEUR Workshop Proceedings, 2020, 294-299.
  10. Mensah, J. Sustainable development: Meaning, history, principles, pillars, and implications for human action: Literature review. Cogent social sciences, 2019, 5(1),
  11. https://doi.org/10.1080/23311886.2019.1653531 .
  12. Kuzior, A., Lyulyov, O., Pimonenko, T., Kwilinski, A., & Krawczyk, D. Post- industrial tourism as a driver of sustainable development. Sustainability (Switzerland), 2021, 13(15) doi:10.3390/su13158145.
  13. Nagano, A. An integrated index towards sustainable digital transformation. Paper presented at the Proceedings of the 3rd World Conference on Smart Trends in Systems, Security and Sustainability, WorldS4, 2019, 228-234. doi:10.1109/WorldS4.2019.8904031.
  14. Malchyk, M. V ., Popko, O. V ., Oplachko, I. O., Martyniuk, O. V ., & Hontarenko, N. A. Tools for marketing management of industrial enterprises in Ukraine based on the principles of sustainable development. International Journal of Management, 2020, 11(4), 385-394. doi:10.34218/IJM.11.4.2020.038.
  15. Nielsen (2023). The rise of sustainable consumerism. [Report]
  16. Zakić, N., Ćurčić, N., & Leković, K. Hospitality digital marketing and technology transformation challenges. International Journal for Quality Research, 2022, 16(4), 1133 -1148. doi:10.24874/IJQR16.04 -12.
  17. Wut, T., Chan, W., & Lee, S. W. Unconventional entrepreneurship: Women handicraft entrepreneurs in a market -driven economy. Sustainability (Switzerland), 2021, 13(13) doi:10.3390/su13137261.
  18. . Zhou, Y. The application trend of digital finance and technological innovation in the development of green economy. Journal of Environmental and Public Health, 2022, doi:10.1155/2022/1064558.
  19. Ghalwash, S., Ismail, A., & Maurya, M. Scarabaeus sacer: An iconic green brand advocating sustainability in the era of digital economy and connectivity. Emerald Emerging Markets Case Studies, 2022, 12(4), 1-34. doi:10.1108/EEMCS -10-2021 -
  20. Imran, M., Khan, I., Nassani, A. A., Binsaeed, R. H., Khan, H. U. R., Abro, M. M. Q., Haffar, M. A green perspective: Investigating the optical effects of e- commerce, renewable energy demand, and services trade on carbon emissions. Optik, 2023, 283. doi:10.1016/j.ijleo.2023.170918.
  21. Smith, N. C. (2020). Sustainability Marketing: A Global Perspective. Wiley.
  22. de Freitas Netto, S. V ., Sobral, M. F. F., Ribeiro, A. R. B., & Soares, G. R. D. L. Concepts and forms of greenwashing: A systematic review. Environmental Sciences Europe, 2020, 32(1), 1-12. https://doi.org/10.1186/s12302 -020-0300 -3.
  23. Gustavo, J. U., Trento, L. R., de Souza, M., Pereira, G. M., Lopes de Sousa Jabbour, A. B., Ndubisi, N. O., . . . Zvirtes, L. Green marketing in supermarkets: Conventional and digitized marketing alternatives to reduce waste. Journal of Cleaner Production, 2021, 29, doi:10.1016/j.jclepro.2021.126531.
  24. . Tkachuk, V. I., Zinovchuk, V. V ., Tarasovych, L. V ., & Yaremova, M. I. A significance of digital marketing for promoting bio-economy in Ukrainian economy. International Journal of Advanced Science and Technology, 2020, 29(6 Special Issue), 1043 -1049.
  25. Karyotakis, M., & Antonopoulos, N. Web communication: A content analysis of green hosting companies. Sustainability (Switzerland), 2021, 13(2), 1-15. doi:10.3390/su13020495.
  26. Henkin, Z., & Ramzy, A. Consumer EV education lessons learned — A pacific northwest approach to Emobility -. Paper presented at the 31st International Electric Vehicle Symposium and Exhibition, EVS 2018 and International Electric Vehicle Technology Conference, 2018, EVTeC 2018.
  27. Tunji -Olayeni, P., Osabuohien, E., Yabkwa, I., & Ademola, A. Youth employment creation as an inclusive solution for sustainable development: Lessons from the 'double you digital skills initiativeʼ in Nigeria. Paper presented at the IOP Conference Series: Earth and Environmental Science, 2021, 665(1), doi:10.1088/1755 - 1315/665/1/012019.
  28. Muangasame, K., & Tan, E. Phygital rural cultural heritage: A digitalization approach for destination recovery and resilience. Worldwide Hospitality and Tourism Themes, 2023, 15(1), 8-17. doi:10.1108/WHATT -08-2022 -0096.
  29. file:///Users/macbookpro/Downloads/The_Digital_Marketing_for_Sustainab le_Development.pdf

Downloads

Download data is not yet available.