Digital marketing for sustainable supply chains: integrating green strategies into the digital economy

Background: The study addresses the growing importance of digital transformation in shaping sustainable business practices. As organizations increasingly integrate digital tools into their operations, understanding how these technologies contribute to sustainability, transparency, and stakeholder trust becomes essential for long-term competitiveness. Objectives: The paper analyzes the impact of Digital Marketing Intensity (DMI) on Sustainable Supply Chain Performance (SSCP) by incorporating Green Communication Quality (GCQ), Supply Chain Transparency (SCT), and Consumer Trust (CT) as mediating factors. The topic is highly relevant as the digital transformation of global business increasingly determines how organizations communicate sustainability commitments, ensure operational transparency, and establish credibility among stakeholders. The study aims to evaluate how digital marketing functions as a strategic driver for achieving environmentally responsible, socially equitable, and economically viable supply chain performance across diverse industries. Methods/Approach: A quantitative approach was applied using primary data collected from 150 professionals employed in manufacturing, service, retail, hospitality, and logistics sectors. The theoretical framework is grounded in the Resource-Based View and Stakeholder Theory, which jointly explain how digital resources and stakeholder engagement foster sustainable value creation. Data analysis was performed through Ordinary Least Squares (OLS) regression and Partial Least Squares Structural Equation Modelling (PLS-SEM) to test eight hypotheses and assess both direct and mediating effects. Results: The empirical findings demonstrate that Digital Marketing Intensity significantly enhances Green Communication Quality and Supply Chain Transparency, which subsequently reinforce Consumer Trust. Collectively, these constructs explain 62 percent of the variance in Sustainable Supply Chain Performance. Consumer Trust emerged as the strongest mediator, transforming transparent and credible communication into tangible sustainability outcomes. Conclusions: The study concludes that digital marketing should be regarded not merely as a promotional mechanism but as a strategic capability that promotes accountability, trust, and competitive advantage. The results offer practical guidance for managers seeking to align digital transformation initiatives with sustainability objectives and long-term stakeholder relationships.