Need for a Holistic Approach for Green Marketing by Leveraging the Role of Artificial Intelligence

Sustainability awareness has led to green marketing practices, which businesses have either voluntarily adopted or been compelled to embrace by competitors, consumers, and governments.To ensure the effective functioning of this green marketing approach holistically, driven by a firm's own green mission, eco-conscious consumers, green-marketing competitors, and imposed green standards, artificial intelligence (AI) has become the most crucial tool. This study investigates and discusses the driving and assisting role of AI within the complex nexus of green competition, eco-consumers, and green standards as applied in a holistic green marketing approach in businesses. Through its integration with techniques such as algorithms and machine learning, as well as systems like blockchain, AI assumes a supportive and leveraging role in businesses' green marketing strategies.