Determining Purchase Decisions: Analysis of Green Marketing and Digital Marketing (Marketing Management Literature Review)

Key Points

• Green marketing influences purchasing decisions effectively, promoting sustainable choices and consumer engagement.
• Digital marketing also impacts purchasing decisions, enhancing consumer reach through online platforms and advertising.
• The combined effect of green marketing and digital marketing on purchasing decisions indicates their synergistic potential.
• Qualitative methods and library research were used to analyze the relationship between marketing variables and consumer behavior.