DIGITAL AND TECHNOLOGY INNOVATIONS AS DRIVERS OF GREEN MARKETING EFFECTIVENESS

Over the past decade, sustainability has moved from being a peripheral concern to becoming a decisive factor in business strategy.As consumers grow more conscious of environmental issues, they increasingly question the truth behind companies' eco-friendly claims.This shift has placed enormous pressure on brands to communicate their sustainability practices with honesty, clarity, and evidence.In response, organizations are turning to digital technologies to strengthen the credibility of their green marketing efforts.This review explores how modern digital tools such as blockchain, artificial intelligence (AI), big data analytics, the Internet of Things (IoT), and digital green finance contribute to more effective green marketing.These technologies help companies provide verifiable environmental information, personalize communication, and build stronger relationships with consumers.Methodology: A structured literature review was conducted using studies published between 2015 and 2025.Articles were carefully selected from academic databases and evaluated using CASP criteria to ensure high-quality insights. Key Results:Technologies like blockchain enable transparent traceability, IoT provides real-time environmental data, and AI personalizes sustainability messages.Together, they create a more convincing and trustworthy approach to green marketing.