Eco-marketing approaches for promoting green building materials through digital storytelling platforms

Eco-marketing plays a vital role in promoting sustainable construction by raisingawareness about green building materials. This paper examines the effectiveness of digitalstorytelling platforms in enhancing consumer engagement with eco-friendly products. Using theAnalytical Hierarchy Process (AHP) and Topic Modelling, the study analyzes key factorsinfluencing consumer preferences. Data from stakeholders in construction and marketing wereused to rank the most important factors driving interest in green materials. Results indicate thatconsumer engagement is strongly influenced by the quality of storytelling and environmentalmessaging. The study highlights the significance of sustainability narratives and transparentproduct information. Integrating eco-marketing with digital storytelling can increase consumeradoption of green building materials, contributing to sustainable development goals.