( ISSN 2277 - 9809 (online) ISSN 2348 - 9359 (Print) ) New DOI : 10.32804/IRJMSH

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AI-DRIVEN GREEN MARKETING INNOVATION AS A CATALYST FOR SUSTAINABLE CONSUMER BEHAVIOR: A STRATEGIC MANAGEMENT PERSPECTIVE

    2 Author(s):  SAKSHI GUPTA,SAUMYA JANGID

Vol -  15, Issue- 4 ,         Page(s) : 368 - 384  (2024 ) DOI : https://doi.org/10.32804/IRJMSH

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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