A Systematic Literature Review on Sustainable Marketing: Trends, Challenges, and Future Directions

Author(s)	Ms. ANUSREE C V, Dr. SIRAJ P P
Country	India
Abstract	Rapid advancements in digital technology have transformed marketing strategies and given businesses creative ways to interact with customers while maintaining sustainability. This paper specifically examines the relationship between digitalisation and environmental, social, and economic sustainability. The results suggest that big data analytics, blockchain, and artificial intelligence (AI) can be leveraged to develop sustainable business models and foster ethical consumption. This review includes 430 research articles from the time frame between 2020 and 2024, which were indexed in the Scopus database and analysed following PRISMA guidelines. Additionally, the study highlights the role of data analytics, blockchain, and artificial intelligence in improving transparency and traceability within the organic food sector. The analysis concludes with a research agenda that calls for multidisciplinary, policy-interventionist and technologically inventive initiatives to advance sustainability in the digital economy.
Keywords	sustainable marketing, corporate success, digital economy, and systematic literature review.
Field	Sociology > Administration / Law / Management
Published In	Volume 7, Issue 3, May-June 2025
Published On	2025-06-25
DOI	https://doi.org/10.36948/ijfmr.2025.v07i03.48773
Short DOI	https://doi.org/g9rn4p

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International Journal For Multidisciplinary Research