Sustainable digital marketing Green branding and Consumer Engagement

In response to rising climate concerns, sustainability has become a central theme in marketing strategies. This study examines the role of sustainable digital marketing and green branding, focusing on consumer awareness, purchase decisions, platform effectiveness, and content en-gagement. A survey of 200 respondents from various age groups was conducted using a quan-titative, descriptive, and inferential approach. Key hypotheses tested included the relationship between age and green branding awareness, the influence of green branding on purchases, and variations in engagement across platforms and content types. Statistical tools such as Chi-Square, Regression, and ANOVA were used for analysis. Results showed a significant asso-ciation between age and awareness, with younger consumers more engaged. Green branding positively impacted purchasing behavior, especially when messages were seen as authentic. Platforms like Instagram and YouTube, along with user-generated content and eco-tips, proved most effective. The study concludes that authentic green branding enhances consumer trust and strengthens digital marketing outcomes.