In the context of increasing environmental concerns and rapid digital transformation, green digital marketing has emerged as an important approach for promoting sustainable consumer behaviour. This paper examines the role of green digital marketing practices in influencing environmentally responsible consumption, with a particular focus on the importance of skill development. Using secondary data and an extensive review of existing literature, the study explores how digital tools such as social media, data analytics, and artificial intelligence can be effectively utilized to encourage sustainable purchasing decisions.
The study finds that green digital marketing enhances consumer awareness, engagement, and brand loyalty when supported by professionals possessing both digital and sustainability-related skills. It further highlights that skill development in areas such as digital marketing, ethical communication, and environmental knowledge is essential for designing credible and impactful marketing strategies. However, several challenges persist, including greenwashing, consumer scepticism, digital inequality, and lack of standardized regulatory frameworks.
The paper concludes that integrating skill development with green digital marketing practices can significantly improve sustainable consumption patterns while also generating employment opportunities. It emphasizes the need for coordinated efforts among policymakers, educational institutions, and businesses to promote green digital competencies and ensure inclusive and effective implementation of sustainability-driven marketing strategies.