Green Marketing in The Digital Era

Abstract

Environmentally conscious consumerism has elevated green marketing into a strategic priority for organisations worldwide. As consumers grow increasingly informed about ecological challenges, the corporate sector has rapidly embraced digital channels — ranging from social networking sites to influencer-led campaigns — as vehicles for communicating sustainability commitments and promoting environment-friendly offerings. This research investigates the extent to which digital marketing channels shape consumer knowledge and purchasing intentions with respect to eco-conscious products. Primary data were gathered from 153 respondents via a structured survey instrument. Key outcomes revealed that approximately 79% of participants demonstrated awareness of green marketing concepts, with 72% affirming its relevance. Social media platforms emerged as the most influential channel, cited by 54% of respondents, while influencer marketing accounted for 25%. Furthermore, 63% of surveyed individuals reported making eco-friendly purchases directly attributed to digital marketing campaigns. Persistent barriers were also identified: prohibitive product pricing (44%), insufficient public awareness (32%), and credibility concerns (24%). A Chi-square statistical test confirmed a statistically meaningful relationship between digital marketing exposure and eco-friendly purchase behaviour. The study concludes that strategically executed, transparent, and cost-sensitive digital marketing initiatives are instrumental in fostering sustainable consumer practices and advancing green business objectives.