A Study on Digital Green Marketing and Its Role in ‎Promoting Eco-Friendly Products in Urban Markets

  • Authors

    • Dr. Venkateswarlu Karumuri Assistant Professor, Department of Management Studies, Madanapalle Institute of Technology and Science, ‎Madanapalle, Andhra Pradesh, India
    • Dr. Tejaswini Bastray Assistant Professor, Department of Management, St Joseph's University, Bengaluru
    • Dr. Krishnamoorthi M. School of Commerce, Accounting and Finance, Kristu Jayanti University, Bengaluru
    • Dr. S. Ramesh Babu Associate Professor, Department of MBA, KL Business School, Koneru Lakshmaiah Education Foundation, ‎Guntur
    • Dr. K. Saketh Reddy Assistant Professor, Department of Management, International Institute of Business Studies, Bengaluru
    • Kanumuri Vinod Varma Assistant Professor, Faculty of Management, SRM Institute of Science & Technology, Deemed to be ‎a University, Ramapuram, Chennai
    • Dr. Mahabub Basha S Assistant Professor, Department of Management, International Institute of Business Studies, Bangalore
    https://doi.org/10.14419/n3q34m94

    Received date: December 29, 2025

    Accepted date: January 16, 2026

    Published date: January 23, 2026

  • Digital Green Marketing; Perceived Product Quality; Environmental Awareness; Purchase Intention; ‎Sustainability

  • Abstract

    This paper explores the Digital Green Marketing (DGM) on Purchase Intention (PI) of consumers in  ‎Bangalore city in relation to the purchase of eco-friendly products, including Perceived Product Quality (PPQ) as ‎a mediating variable and Environmental Awareness (EA) as a moderating variable. They employed a cross-‎sectional quantitative research design and gathered information on a structured questionnaire by use of five ‎points of Likert questionnaire from respondents in four major urban areas in the city zones. The SPSS statistical ‎analysis was done using descriptive statistics, reliability test, KMO, and the Bartlett test, Pearson correlation, ‎multiple regression, and mediation/moderation analysis based on the Baron and Kenny model. Findings ‎indicated that DGM plays a major positive role in PI, which confirms the fact that digital eco-marketing ‎strategies are useful in increasing the intention of consumers to buy sustainable products. Moreover, it was ‎discovered that PPQ moderated the connection between DGM and PI, partially indicating that the consumer's ‎intention to purchase rises when they perceive eco-friendly products to be of high quality. Moreover, it ‎was found that EA played a great role in moderating this relationship, meaning that consumers who are more ‎aware of environmental issues react more to digital green marketing campaigns. The results indicate that ‎properly designed electronic green marketing campaigns can contribute to sustainable consumption through the ‎development of positive consumer attitudes and improving awareness regarding environmentally friendly ‎decisions‎.

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    Karumuri , D. V. ., Bastray , D. T. ., M. , D. K., Babu , D. S. R. ., Reddy , D. K. S. ., Varma, K. V. ., & S , D. M. B. . (2026). A Study on Digital Green Marketing and Its Role in ‎Promoting Eco-Friendly Products in Urban Markets. International Journal of Accounting and Economics Studies, 13(1), 309-315. https://doi.org/10.14419/n3q34m94