Digital Transformation and Environmental Sustainability: Environmentally Friendly Digital Marketing Solutions

This study examines the impact of digital transformation on environmental sustainability from a digital marketing perspective and explores green digital marketing solutions. Digital transformation plays a strategic role in achieving environmental sustainability goals while reshaping the business models and marketing processes of businesses. Although the relationship between digital transformation and sustainability is discussed in various dimensions in the literature, there is no holistic framework on how digital marketing can support environmental sustainability. Therefore, this study aims to fill this gap by categorizing the digital transformation process in the field of marketing from an environmental sustainability perspective. In this context, document analysis, one of the qualitative analysis techniques, was used in the study and 45 documents selected from databases such as Web of Science, Scopus, Ebsco and Google Scholar by purposive sampling method were analyzed to examine the digital transformation process in marketing from an environmental sustainability perspective and to present a holistic approach for businesses and researchers who want to develop sustainable marketing strategies.