Pixels to Planet: A Global Perspective on Sustainability Across Different Industries

Prachi Gupta and Shivangi Shukla Bhavsar

A chapter in Sustainability Development through Green Economics, 2024, vol. 114, pp 243-268 from Emerald Group Publishing Limited

Abstract: Purpose:This study explores the growing significance of environmentalism and sustainability in the contemporary business landscape. Focussing on aligning industries with evolving consumer expectations, the research seeks to understand the awareness surrounding environmental conservation, sustainable development, and the adoption of an environmentally conscious lifestyle. Need for the study:With environmental consciousness on the rise, understanding the initiatives taken by organisations and the utilisation of digital platforms for environmental advocacy becomes crucial. The study addresses the need to unwind the cultural shift towards sustainability and assess the effectiveness of green marketing practices in the digital age. Methodology:A triangulation approach is employed, integrating secondary data from literature research with information from company reports and databases. The literature survey provides extensive insights into green marketing practices, forming the basis for an in-depth analysis. The comparative analysis and integration of findings from both sources aim to draw a comprehensive picture, identifying areas of agreement and disagreement. Findings:The study provides robust evidence supporting the effectiveness of green marketing practices in the digital age. Convergence between academic literature and real-world corporate practices underscores the consistency in approaches adopted by companies in leveraging digital technology to advance environmental sustainability. Practical implications:The findings suggest that theory and practice converge on various aspects of green marketing, indicating its profound impact on culture, behaviours, and strategies. This research informs businesses and policymakers about the tangible benefits and shared responsibility of incorporating green practices in corporate strategies, fostering a sustainable future.

Keywords: Environmental sustainability; green consumption; digital initiatives; green practices; marketing; triangulation method; Q56; O3; M31; C12 (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:eme:csefzz:s1569-375920240000114015

DOI: 10.1108/S1569-375920240000114015

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