Digital Transformation as A Catalyst

Abstract

Examining the Impact on Green Marketing Effectiveness for Eco-Brands in India The confluence of increasing environmental awareness and rapid digital penetration necessitates a critical re-evaluation of marketing strategies for sustainable businesses. While many studies have looked at green marketing and digital transformation separately, very few have explored how specific digital tools like social media, e-commerce platforms, and data Analytics shape the success of green marketing efforts. Most of the existing research also focuses on developed countries, leaving little understanding of how these tools work in emerging markets like India. This study aims to fill that gap by examining how these digital Platforms can enhance the effectiveness of green marketing for Indian eco-brands.