Article: Digital sustainability and corporate governance: examining the integration of information technology in green marketing strategies Journal: International Journal of Global Environmental Issues (IJGENVI) 2024 Vol.23 No.4 pp.448 - 469 Abstract: This study explores the interplay between corporate governance, IT integration, and digital sustainability in green marketing strategies. Businesses face growing pressure to adopt sustainable practices due to rising environmental awareness. Through literature analysis and case studies, the research highlights IT's role in enhancing environmental accountability, stakeholder engagement, resource management, and transparency. Despite its potential, challenges like greenwashing, high costs, and measurement complexities emphasise the need for robust corporate governance to uphold ethical standards. The study underscores IT's transformative impact on sustainable business practices and its ability to strengthen consumer connections. It calls for addressing issues like the consumer attitude-behaviour gap, IT's environmental impact, and support for small businesses in green marketing. The findings advocate a balanced, ethical approach to integrating IT in corporate governance to foster sustainability. Inderscience Publishers - linking academia, business and industry through research

Title: Digital sustainability and corporate governance: examining the integration of information technology in green marketing strategies

Authors: Akshita; Samriti Mahajan; Priyanka Jarolia; Praveen Kumar Pandey

Addresses: School of Commerce and Management, Lingaya's Vidyapeeth, Faridabad, Haryana, 121002, India ' School of Commerce and Management, Lingaya's Vidyapeeth, Faridabad, Haryana, 121002, India ' Indira School of Business Studies, PGDM, Abhinavan', S. No. 89/2A, New Pune-Mumbai Highway, Tathwade, Pune – 411033, India ' School of Commerce and Management, Lingaya's Vidyapeeth, Faridabad, India

Abstract: This study explores the interplay between corporate governance, IT integration, and digital sustainability in green marketing strategies. Businesses face growing pressure to adopt sustainable practices due to rising environmental awareness. Through literature analysis and case studies, the research highlights IT's role in enhancing environmental accountability, stakeholder engagement, resource management, and transparency. Despite its potential, challenges like greenwashing, high costs, and measurement complexities emphasise the need for robust corporate governance to uphold ethical standards. The study underscores IT's transformative impact on sustainable business practices and its ability to strengthen consumer connections. It calls for addressing issues like the consumer attitude-behaviour gap, IT's environmental impact, and support for small businesses in green marketing. The findings advocate a balanced, ethical approach to integrating IT in corporate governance to foster sustainability.

Keywords: corporate governance; digital sustainability; information technology in green marketing; willingness to pay premium; WPP.

DOI: 10.1504/IJGENVI.2024.144466

International Journal of Global Environmental Issues, 2024 Vol.23 No.4, pp.448 - 469

Received: 21 May 2024
Accepted: 23 Oct 2024
Published online: 13 Feb 2025 *

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Title: Digital sustainability and corporate governance: examining the integration of information technology in green marketing strategies

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