Bridging Sustainability and Digitalization in Green Marketing for Digital Marketplace
Keywords:
Keywords: Green Marketing, Digitalization, Sustainability, Marketplace, Consumer TrustAbstract
Digital transformation has significantly reshaped the communication, perception, and implementation of sustainability values in marketplaces. This study systematically reviews and synthesizes the evolution of green marketing in the digital era using the Preferred Reporting Items for (PRISMA) method. Data were obtained from major academic databases—Scopus, Web of Science, ScienceDirect, and MDPI covering studies published between 2019 and 2025. The objective is to explore conceptual trends, theoretical integration, and research gaps linking digitalization with sustainable marketing practices. The review identifies five dominant themes: (1) digital green stimuli, (2) green trust and credibility signals, (3) perceived green value and consumer experience, (4) behavioural outcomes such as purchase intention and loyalty, and (5) marketplace sustainability features. The integration of the Stimulus–Organism–Response (S–O–R) framework with the Theory of Planned Behaviour (TPB), Signalling Theory, and Value–Belief–Norm (VBN) Theory provides a robust foundation for explaining how digital cues enhance trust and encourage sustainable consumer behaviour. Theoretically, this review bridges sustainability and digitalization into a cohesive conceptual framework, while practically, it offers insights for brands and digital platforms to design transparent, credible, ethically sustainable marketing strategies aligned with global sustainability goals.
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