Smart, sustainable, and green: the digital transformation of green-marketing

As Sustainability becomes a central aspect of consumer values and corporate responsibility, marketing has evolved to incorporate concepts such as “green,” “sustainable,” and “smart” marketing, which are now being increasingly facilitated and amplified by digital technologies. This research investigates the intersection of digital transformation and green marketing, particularly emphasizing the transformative impact of technologies such as the Internet of Things (IoT), blockchain, artificial intelligence (AI), and digital platforms on sustainable marketing practices. The authors employ Latent Dirichlet allocation (LDA), a topic modeling technique, to analyze 2,061 research publications on green marketing from the Scopus database from 1991 to 2025. The analysis identifies the most prevalent themes and research clusters, which include sustainable consumption, digital marketing techniques, consumer purchasing intention, and green supply chains. An in-depth comprehension of contemporary research trends is provided by coherence-based evaluations, which generate solutions that encompass two, five, and ten topics. The primary scientific contribution of this work is the systematic mapping of fragmented literature and the identification of research voids, which has resulted in the proposal of a Theory–Context–Methodology (TCM) framework to guide future research. This investigation bolsters the theoretical underpinnings of green marketing and underscores the transformative influence of digital technology on promoting environmental Sustainability through marketing innovation.