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Factors Influencing Human-Centric Innovation Hubs for Effective Digital Marketing of Eco-Friendly Products

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  • VIJAYAKUMAR Anandhu
  • DAVIDOVA Jelena

Abstract

The eco-friendly products are digitally marketed through prioritising sustainable practices, adopting technological solutions, and other innovative approaches. New marketing strategies emerge better through human-centric innovation hubs since these platforms support integrated decision-making that combines data evaluation and customer experiences. These digital platforms provide a favourable environment to collaborate with policymakers and consumers for building effective sustainable product digital marketing strategies. Various elements determine how successful this collaborative approach becomes in its output. The aim of the research is to find out the factors influencing human-centric innovation hubs to enhance digital marketing of eco-friendly products. The study initiates a review of literature and a factor analysis method to determine these influential factors. Digital marketing of eco-friendly products depends on four significant elements, with data-driven elements taking the leading role at 25.715%, followed by motivational aspects at 16.675% and policy and engagement dimensions at 10.678%, along with persuasive components at 8.758%. Data-driven elements capture the most critical position among these influential factors. Digital marketing effectiveness increases for businesses and policymakers through their use of human-centric innovation hubs because these hubs offer clear insights into factors that influence eco-friendly product adoption.

Suggested Citation

  • VIJAYAKUMAR Anandhu & DAVIDOVA Jelena, 2025. "Factors Influencing Human-Centric Innovation Hubs for Effective Digital Marketing of Eco-Friendly Products," European Journal of Interdisciplinary Studies, Bucharest Economic Academy, issue 01, March.
    • Handle: RePEc:jis:ejistu:y:2025:i:01:id:557
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    References listed on IDEAS

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    1. Camilla Barbarossa & Patrick Pelsmacker, 2016. "Positive and Negative Antecedents of Purchasing Eco-friendly Products: A Comparison Between Green and Non-green Consumers," Journal of Business Ethics, Springer, vol. 134(2), pages 229-247, March.
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    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • O30 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - General

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