Bridging the Gap: How Waste Management and Green Energy Mediate the Influence of Digital Marketing Communication on Health Sustainability

This study examines the role of digital marketing communication (DMC) in promoting health sustainability within the healthcare industry, with a focus on integrating waste management and green energy practices. The study identifies the environmental challenges posed by the information and communication technology (ICT) sector, which supports DMC activities and contributes significantly to global e-waste production and energy consumption. The healthcare sector, already grappling with its substantial waste generation, faces further environmental pressures due to its reliance on fossil fuels for energy. DMC has the potential to raise awareness of sustainable practices within healthcare, particularly in waste reduction and the transition to renewable energy. However, challenges such as the high costs of implementing green energy infrastructure and inadequate waste management practices, especially in low- and middle-income countries, hinder these efforts. The findings suggest that leveraging DMC to promote responsible waste disposal and the adoption of green energy can mitigate the negative environmental impact of healthcare operations. In Indonesia, aligning DMC strategies with local values and healthcare infrastructure limitations can help drive health sustainability. This study calls for collaboration among healthcare providers, policymakers, and communication professionals to foster a sustainable future in healthcare, where patient care and environmental responsibility coexist.