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Eco-marketing approaches for promoting green building materials through digital storytelling platforms

Year: 2024

Type: article

Abstract: Eco-marketing plays a vital role in promoting sustainable construction by raisingawareness about green building materials. This paper examines the effectiveness of digitalstorytelling platforms in enhancing consumer engagement with eco-friendly products. Using theAnalytical Hierarchy Process (AHP) and Topic Modelling, the study analyzes key factorsinfluencing consumer preferences. Data from stakeholders in construction and marketing wereused to rank the most important factors driving interest in green materials. Results indicate thatconsumer engagement is strongly influenced by the quality of storytelling and environmentalmessaging. The study highlights the significance of sustainability narratives and transparentproduct information. Integrating eco-marketing with digital storytelling can increase consumeradoption of green building materials, contributing to sustainable development goals.

Source: Zenodo (CERN European Organization for Nuclear Research)

DOI: 10.5281/zenodo.14028349

Author: Koziyev Jalaluddin Alisher oʻgʻli

Institution: Tashkent State University of Economics

Language: English

Topic: Environmental Sustainability in Business

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

SDGs: Responsible consumption and production, Climate action

Open Access status: green

OpenAlex ID: W6930305809

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