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AI-DRIVEN GREEN MARKETING INNOVATION AS A CATALYST FOR SUSTAINABLE CONSUMER BEHAVIOR: A STRATEGIC MANAGEMENT PERSPECTIVE
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Author(s):
SAKSHI GUPTA,SAUMYA JANGID
Vol - 15, Issue- 4 ,
Page(s) : 368 - 384
(2024 )
DOI : https://doi.org/10.32804/IRJMSH
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Abstract
Increased environmental problems, growing consumer consciousness and a technological shift towards digitization have motivated corporations to apply sustainability practices within their marketing activities.
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