Green marketing and sustainability in the online environment

Sustainability is becoming a central aspect of consumer values and corporate responsibility but marketing is evolving to incorporate concepts such as "green marketing", "sustainable" and "smart", which are increasingly facilitated and amplified through the use of modern digital technologies. In the context of accelerated digitalization, green marketing strategies are gaining new dimensions through online platforms, social networks and e-commerce. Green marketing represents a set of promoting practices of products and services that adhere to sustainable development principles and minimize negative environmental impact. This article analyzes ways through which companies can integrate sustainability into digital marketing strategies and theirs effects on consumer behavior.