Synopsis
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.
About the Authors
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.
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 currently serves as Department Chair of Hospitality and Hotel Management and also holds the position of Deputy Director – Research. He holds a PhD in Hospitality and brings over 24 years of combined academic and industry experience. His expertise includes academic governance, curriculum design, outcome-based education, AACSB accreditation, and quality assurance. Dr. Rana’s scholarly interests focus on hospitality innovation, sustainable and gastronomic tourism, and technology-enabled education. He has authored over 55 research publications, 15 academic books, and holds 9 patents along with 6 registered copyrights, reflecting strong institutional, industry, and societal impact through research, innovation, and international academic engagement.
Beenish Shameem currently serves as an Assistant Professor of Marketing at City University Ajman, UAE, and brings over 12 years of higher education teaching experience across leading institutions in the UAE. She holds a PhD in Business Management (MOE–UAE equivalency approved) and specializes in marketing strategy, integrated marketing communications, consumer behaviour, services marketing, and international marketing. Her academic expertise spans curriculum development, outcome-based education, quality assurance, and accreditation processes, including active contributions to AACSB Assurance of Learning (Standard 5) and Ministry of Education quality reviews. Dr. Shameem’s research interests focus on green marketing, AI-driven marketing, digital transformation, sustainability, and consumer behaviour, with multiple Scopus-indexed publications. She has received the Best Faculty Award (2023–2024) at City University Ajman and has played a key role in facilitating institutional MoUs with international professional bodies and national innovation networks, contributing to impactful academia–industry collaboration.
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