The Integration Between Green Marketing and Artificial Intelligence to Achieve Corporate Sustainability

This research analyzed the role of Green Marketing (GM) and Artificial Intelligence (AI) in promoting Corporate Sustainability (CS) across the environmental, social, and economic dimensions within the industrial sector in the Palestinian territories. Given the limited empirical evidence from developing and resource-constrained contexts, an explanatory sequential mixed-methods design was employed. The quantitative phase involved a survey of 500 valid respondents, and the data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The quantitative findings were complemented by fifteen in-depth semi-structured interviews to further interpret and validate the survey results. The results indicate that GM showed the largest effect size and functions as a strategic approach for embedding sustainability values into organizational activities. AI also demonstrated a positive and supportive role by enhancing operational efficiency and monitoring capabilities within industrial processes. The interaction between AI and GM showed a statistically significant but relatively small effect, particularly in the social sustainability dimension, suggesting that AI may help reinforce the effectiveness of green marketing practices. The qualitative findings further illustrate how GM contributes to internal accountability, eco-design initiatives, stakeholder trust, and competitive positioning, while AI supports waste management, resource optimization, employee safety monitoring, forecasting accuracy, and sustainability reporting verification. Overall, the results suggest that GM and AI jointly contribute to improving corporate sustainability practices, with GM providing strategic direction and AI supporting operational implementation. This study contributes to the literature on sustainability, marketing, and digital transformation by providing empirical evidence on the interaction between green marketing and artificial intelligence in promoting corporate sustainability within a developing-country context.