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Title: Public service system for green and sustainable development in marketing based on blockchain technology

Authors: Baitong Zhang

Addresses: School of Management, Kyung Hee University, Zhang BaiTong, Seoul, 02447, South Korea

Abstract: This paper introduces the significance of green and sustainable marketing and the strategies for green marketing. It then indicates that green marketing requires the establishment of a complete public service system, and analysed multiple factors. It also indicates that the development of a green and sustainable marketing public service system should be combined with Internet of Things (IoT) technology, and an automated marketing public service system should be constructed. Subsequently, blockchain technology (BT) is introduced. The paper introduces its core technologies, including the consensus mechanism, encryption algorithm, and smart contract. It analyses their application in the green and sustainable development (SD) of the marketing public service system. In the simulation experiment section, the effectiveness of the green marketing public service platform system based on a blockchain mechanism is tested across three aspects: the transaction volume per second over a given time period, and the numbers of successful and failed system links to customers.

Keywords: sustainable development; green marketing; blockchain technology; public service system; IoT; Internet of Things.

DOI: 10.1504/IJEP.2026.153593

International Journal of Environment and Pollution, 2026 Vol.76 No.6, pp.129 - 149

Received: 03 Jul 2025
Accepted: 21 Jan 2026
Published online: 18 May 2026 *