Relevance of Green Marketing Research in the Context of Industry 5.0

Olena Yu. Chygryn (), Anastasia Illiashenko () and Timilehin Olasoji Olubiyi ()
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Olena Yu. Chygryn: Sumy State University
Anastasia Illiashenko: Sumy State University
Timilehin Olasoji Olubiyi: West Midlands Open University, Department of Business Administration, Faculty of Management and Social Sciences

Chapter Chapter 8 in Vulnerability and the Future of Small Business in Industry 5.0, 2026, pp 163-184 from Springer

Abstract: Abstract The emergence of Industry 5.0 a human-centric, sustainable and technology-driven industrial revolution has introduced a new era for environmental management and marketing practices. In this context, green marketing has evolved beyond a corporate social responsibility initiative into a strategic imperative for achieving long-term ecological and economic balance. This study examines the relevance of green marketing research within the Industry 5.0 paradigm, highlighting how intelligent technologies such as artificial intelligence (AI), the Internet of Things (IoT) and robotics can enhance sustainability communication, consumer engagement and ethical business transformation. The article considers the relevance of research on ‘green’ marketing in the context of the emergence of Industry 5.0, which combines digital technologies, sustainable development and social responsibility of business. The theoretical foundations of the formation of the concept of green marketing are analysed, and its evolution in the context of changes in consumer values, environmental policy and the development of digital technologies is determined. Modern approaches to using innovative tools, such as artificial intelligence, blockchain, the Internet of Things (IoT) and Big Data, to increase the environmental efficiency of enterprises and strengthen consumer trust are summarised. It is shown that integrating green marketing principles into sustainable business strategies contributes to reducing CO₂ emissions, forming a culture of responsible consumption and increasing the competitiveness of companies in the digital age. The chapter recommends the need for the urgency of re-envisioning green marketing as a strategic pathway towards inclusive, transparent and technology-enabled sustainability in the era of Industry 5.0.

Keywords: Artificial intelligence; Big data; Circular economy; Digital transformation; Environmental responsibility; Sustainable development (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-031-98431-0_8

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DOI: 10.1007/978-3-031-98431-0_8

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