Digital Green Marketing and Certified Consumer Durables: A Tech-Driven Path to Sustainable Purchase Behaviour

In the rising environmental concerns and the worldwide quest of sustainability are changing consumer behaviour dramatically. Focussing particularly on certified consumer durables, this paper investigates the junction of digital technology and green marketing. As marketing strategies change with developments like Artificial Intelligence (AI), Augmented Reality (AR), and SEO-driven content, companies more and more use these technologies to promote environmentally certified goods and affect sustainable buying behaviour. Using a Systematic Literature Review and bibliometric analytic approach, this paper investigates how digital green marketing (DGM) techniques affect consumer purchase intentions for certified durable products like electronics, cars, and appliances. By means of a synthesis of scholarly literature and the identification of dominant research topics, the study emphasises important elements like perceived product quality and sustainability perception. The study looks at how the Theory of Planned Behaviour affects consumer decision-making mechanisms. Results show that DGM closes the knowledge gap on product certifications and increases consumer confidence and brand awareness. The paper ends with practical advice for marketers seeking to encourage sustainable consumption by means of technology-driven projects.