Green Digital Marketing in 5.0 era: Today, State-of-The-Art and Future Research Trends

Abstract

The Society 5.0 era is transforming green digital marketing into a smart, human-centered, and ethically oriented strategy. This study aims to map the current state, state-of-the-art, and future research trends through a systematic literature synthesis for the 2019–2024 period. The findings show that the implementation of disruptive technologies delivers measurable results: AI achieves 98.7% accuracy in environmental attitude classification through green nudging, while Blockchain improves supply chain visibility by up to 50%. Furthermore, Digital Twins can reduce operational costs by 15–30% through accurate life cycle assessments (real-time LCA). The study also highlights the crucial role of Multi-Criteria Decision Making (MCDM) methods such as AHP, ANP, and ISM in aligning complex economic and sustainability criteria. Despite significant technical advances, research gaps remain on AI ethical frameworks, consumer data privacy in the IoT ecosystem, and the lack of standardized KPIs for the digital circular economy. The study concludes that transparent and ethical technology integration is key to building sustainable brand equity in the Society 5.0 era.