Driving Digital Consumer Value With Green Marketing Approaches

As environmental awareness grows alongside rapid digital transformation, businesses are rethinking how they engage with consumers and present their value propositions. Companies are increasingly adopting green marketing approaches not only to promote eco-friendly products but also to demonstrate their commitment to sustainability through measurable and transparent practices. Digital platforms enable organizations to communicate their environmental initiatives more effectively, providing consumers with accessible and real-time information about product sourcing, production processes, and environmental impact. By leveraging digital technologies, businesses can personalize sustainability messaging, engage directly with audiences, and foster stronger emotional connections with environmentally conscious consumers. These strategies help build long-term trust, enhance brand credibility, and position organizations as responsible leaders in a sustainability-driven market. Driving Digital Consumer Value With Green Marketing Approaches explores how organizations can create meaningful consumer value by integrating digital technologies with sustainable marketing strategies. It highlights innovative practices, digital tools, and strategic frameworks that help organizations communicate sustainability initiatives effectively while strengthening brand engagement and competitive advantage. Covering topics such as artificial intelligence, the fast fashion industry, and sustainable development, this book is an excellent resource for academicians, researchers, graduate and postgraduate students, marketing managers, digital strategists, sustainability officers, brand managers, and more.

Dr. Saleem Mushtaq is a results-driven professional with 19 years of combined experience in corporate and academia, specializing in corporate training, relationship marketing, and business management. With 12 years of expertise in relationship marketing, product management, and professional training, followed by 7 years in academia, he has contributed extensively through delivering corporate workshops, executive education, teaching, research, and leading business departments.

Dr. Katerina Beta is a distinguished academic, researcher, and consultant with over 11 years of combined industry and higher education experience. Currently Associate Dean at Global University College (Ajman, UAE), she leads on academic quality, programme development, and strategic growth. She has also served as Lecturer, MBA Associate Course Director, and academic leader at Coventry University. Alongside her academic career, she delivers consultancy and training in leadership, strategy, entrepreneurship, project management, and digital transformation, with a particular focus on AI and data analytics.

Varinder Singh Rana is presently working as Department Chair of Hospitality and Tourism Management at City University Ajman, Ajman, UAE. He received his Doctorate (Ph.D.) in Hospitality from Amity University, Noida, and completed his post-graduation in Hotel Management and Catering Technology from St Peters University, Chennai. He obtained his Bachelor's in Hotel Management from Bangalore University in 2001. He has over 21 years of experience in Academia and Industry. He has provided his services to CT University, GNA University, Lovely Professional University, Punjab Tourism Development Corporation, and various reputed hotels. He has 12 National records in the Limca Book of Records. He is a member of the Board of Management and the Board of Studies of various Universities. He has authored 12 books and 32 research papers in International Journals. He has a vast experience in research and he has organized more than 20 International conferences. He has been invited as a keynote speaker, session chair, and panelist in more than 50 research conferences and seminars. He is a member of the editorial board of five International and three National Journals. He is a certified hospitality educator from American Hotel and Lodging Education Institute. He is the General Secretary of the Chefs Association of Five Rivers which is the nodal body of the Indian Federation of Culinary Associations (IFCA). He served as head chef to the honorable President of India and the President of the Republic of Afghanistan during their visit to Punjab. He is a certified Master Trainer of the Food Safety and Standards Authority of India. He has been awarded by Phagwara Administration for outstanding professional work in 2017. He has been awarded the Best Culinary Educator award by the Indian Federation of Culinary Association (A Nodal Body of the Ministry of Tourism, Government of India). He grabbed Two Silver Medals and one Bronze medal for the Republic of India at the International Culinary Challenge, Uzbekistan where 22 countries participated. He has been associated with many projects of the Punjab Heritage and Tourism Promotion Board (PHTPB).