Digital Disruption Meets Green Branding: A Transdisciplinary Marketing Outlook

Abstract This review explores the intersection of digital disruption and green branding within the marketing landscape, addressing the critical role of emerging digital technologies such as artificial intelligence, big data analytics, virtual and augmented reality, and social media platforms in transforming sustainable marketing strategies. Against a backdrop of growing environmental concerns, the paper examines evolving green marketing practices, including eco-labeling, green consumer behavior, and challenges related to greenwashing and consumer trust. By integrating transdisciplinary frameworks that span marketing, environmental science, and information technology, the review highlights how digital innovations enhance transparency, foster personalized green marketing, and drive consumer engagement through immersive technologies. Employing bibliometric analyses and behavioral theories, the paper maps current research and discusses future directions encompassing blockchain credibility, cross-cultural perspectives, and regulatory considerations. The findings underscore the potential of digital tools to amplify green branding efforts while emphasizing ethical challenges and the necessity for integrated approaches to promote sustainability in the digital era. Keywords: Digital disruption, Green branding, Sustainable marketing, Artificial intelligence, Consumer behavior, Transdisciplinary, Blockchain