THE ROLE OF TECHNOLOGY IN ADVANCING ECO-MARKETING IN THE RETAIL INDUSTRY.

Abstract

The retail industry is increasingly adopting eco-marketing strategies to respond to growing consumer demand for sustainable products and practices. This dissertation explores the role of technology in advancing eco-marketing in the retail sector, with a focus on how digital tools, such as artificial intelligence (AI), big data, and blockchain, are enhancing the effectiveness of sustainability efforts. By leveraging these technologies, retailers are able to optimize their marketing strategies, improve transparency in supply chains, and better engage environmentally conscious consumers. The research examines how AI-driven insights can predict consumer demand for eco-friendly products, how blockchain ensures the authenticity of sustainable sourcing, and how big data provides retailers with valuable consumer preferences. Furthermore, the study discusses the use of digital platforms and smart packaging technologies in promoting eco-friendly initiatives. Through case studies and industry analysis, this dissertation aims to demonstrate the significant impact of technological innovation on the evolution of eco-marketing, ultimately contributing to a more sustainable and consumer-responsive retail environment.