Factors Influencing Human-Centric Innovation Hubs for Effective Digital Marketing of Eco-Friendly Products

Anandhu Vijayakumar and Jelena Davidova

European Journal of Interdisciplinary Studies, 2025, issue 01

Abstract: The eco-friendly products are digitally marketed through prioritising sustainable practices, adopting technological solutions, and other innovative approaches. New marketing strategies emerge better through human-centric innovation hubs since these platforms support integrated decision-making that combines data evaluation and customer experiences. These digital platforms provide a favourable environment to collaborate with policymakers and consumers for building effective sustainable product digital marketing strategies. Various elements determine how successful this collaborative approach becomes in its output. The aim of the research is to find out the factors influencing human-centric innovation hubs to enhance digital marketing of eco-friendly products. The study initiates a review of literature and a factor analysis method to determine these influential factors. Digital marketing of eco-friendly products depends on four significant elements, with data-driven elements taking the leading role at 25.715%, followed by motivational aspects at 16.675% and policy and engagement dimensions at 10.678%, along with persuasive components at 8.758%. Data-driven elements capture the most critical position among these influential factors. Digital marketing effectiveness increases for businesses and policymakers through their use of human-centric innovation hubs because these hubs offer clear insights into factors that influence eco-friendly product adoption.

Keywords: Digital marketing; eco-friendly products; factor analysis; innovation hubs; marketing (search for similar items in EconPapers)
JEL-codes: M31 O30 (search for similar items in EconPapers)
Date: 2025
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