THE INFLUENCE OF DIGITALIZATIONON GREEN MARKETING

Abstract

The emergence of E-commerce worldwide along with internet penetration is increasing significantly. At the same time green marketing is a phenomenon which has developed particular important in the modern market. Such marketing techniques will be explained as a direct result of movement in the minds of the consumer market. Such a product or service should be eco-friendly in itself or produced in an eco-friendly way. In today's
environmentally conscious world the word “Green” has become a buzz word. This paper tries to find the influence of digitalization on green purchase behaviour for marketing strategy formulation. Based on young consumers view and green marketing literature review marketing approaches are proposed. 

This paper discusses how digitalization has increased their rate of targeting green consumers, those who are concerned about the environment and allow it to affect their purchasing decisions. The contribution of the paper to academics and practitioners is increased understanding of how green marketing can be applied with increasing digitalization or internet of things.