Authors:
A. Preethi, Monoo John, Kiran Steven, S. Tholkappian

Addresses:
Department of Commerce and Management, Center for Distance Education, JAIN (Deemed-to-be University), Bengaluru, Karnataka, India. Faculty of Management, CMS Business School, JAIN (Deemed-to-be University), Kochi, Kerala, India. Department of Management Studies, JAIN (Deemed-to-be University), Bengaluru, Karnataka, India. Department of Library, Vellore Institute of Technology, Chennai, Tamil Nadu, India.

Abstract:

This study explores the impact of renewable and digital marketing on sustainable intangible branding in today's consumer market, with special reference to India. This research aims to examine the impact of digital marketing strategies integrated with green technology on consumer brand image and to gain insights into the links between sustainable digital marketing transparency and consumer purchasing intent. As such, a cross-sectional quantitative research design was used to administer a 42-item questionnaire to 385 respondents across the five major metropolitan cities in India (Delhi, Mumbai, Bangalore, Chennai, and Kolkata). Data analysis consisted of descriptive statistics, reliability analysis, and Pearson correlation analysis and was conducted using SPSS Version 26.0. This hypothesis claimed that sustainable digital marketing practices have a meaningful impact on brand image and consumer trust. The results showed that 78.2% of respondents said they look for sustainability information before making purchasing decisions, while 81.0% said they trust brands that clearly report their sustainability positioning. Results indicated that sustainable digital marketing practices were highly positively correlated with brand perception (r=0.769, p<0.01) and with brand perception and purchase intention (r=0.791, p<0.01). In addition, 73.0% were willing to switch brands to a company with a stronger environmental commitment. Thus, genuine sustainability-based businesses that can use Green Technology to promote their tangible sustainability efforts will see a difference in consumer perceptions of their products, with significant competitive implications for eco-sensitive markets.

Keywords: Sustainable Digital Marketing; Brand Perception; Consumer Behaviour; Environmental Marketing; Environmental Sustainability; Technological Infrastructure; Green Technology.

Received on: 20/03/2025, Revised on: 26/06/2025, Accepted on: 24/09/2025, Published on: 03/01/2026

DOI: 10.69888/FTSTPL.2026.000631

FMDB Transactions on Sustainable Technoprise Letters, 2026 Vol. 4 No. 1, Pages: 15-22

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