Sustainable Digital Healthcare: Leveraging Green Marketing for a Greener Future

Abstract

The health care industry is focusing more and more on sustainability and green practices in order to combat environmental problems while providing high quality care. This study examined how integration of green marketing strategies with digital healthcare solutions will promote environmental sustainability in healthcare. This study highlights the impact of AI in increasing efficiency, minimizing environment and supporting green transition in healthcare operations.By conducting a comprehensive review of institutional reports, literature, and case-studies the paper highlights several areas where institutions can harness digital tools and green marketing to influence consumer behaviour, optimize resource use, and reduce waste. The results underscore the potential of AI enabled solutions in enabling sustainable consumption and operational efficiency through predictive analytics and smart healthcare platforms. Such as the application of telemedicine in reducing carbon footprints and AI-operated waste management systems to engage in circular economy initiatives.The study presents that upon integrating green marketing within digital and intelligent health care technologies, green marketing has a significant role to play in promoting environmental sustainability without compromising service quality. It emphasizes the need for healthcare operations to better align with overarching environmental, social and governance (ESG) objectives. This study offers practical implications for health care managers, policymakers, and marketers working towards sustainable growth in the digital age. Future research should also empirically test the proposed framework and extend the framework scope in different healthcare settings.

Keywords: Green Healthcare, Digital Health, Artificial Intelligence, Green Marketing, Sustainable Development, circular economy, ESG