Digital-environmental convergence in innovation marketing: new approaches to sustainable de-velopment

Abstract

The global economy is increasingly combining digital innovation with sustainable development. This study examines how digital technologies and green economy principles are transforming marketing strategies and innovation processes at the national level. Using systemic, comparative, statistical, and analytical methods, it analyzes the relationship between digital maturity (DESI), innovation capacity (GII), and environmental performance (EPI). The results show that between 2020 and 2024, DESI increased by 13.3%, GII by 13.4%, and EPI by 3.4%. A strong positive correlation was found between digital maturity and environmental per-formance (r = 0.69), supporting the concept of “digital-green growth.” Econometric modeling con-firmed a significant impact of digital innovation on environmental outcomes (R² = 0.81). The study also found that companies using big data, analytics, and AI in marketing reduce operat-ing costs by about 12% and increase customer loyalty by around 15%. The findings provide rec-ommendations for ESG-oriented marketing strategies, digitalization policies, and sustainable in-novation programs that strengthen competitiveness and long-term growth.