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The Future of Green Marketing: Leveraging Virtual Currencies and Blockchain Technology
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Author(s): S. Shreyas (Dayananda Sagar College of Engineering, India), Varsha Reddy B. Veda (Dayananda Sagar College of Engineering, India)and Ganesha K. S. (Dayananda Sagar College of Engineering, India)
Copyright: 2026
Pages: 22
Source title:
Sustainable Service Marketing with Virtual Currencies
Source Author(s)/Editor(s): Arjun J. Nair (St. Lawrence College, Canada), Sridhar Manohar (Chitkara Business School, Chitkara University, India), Yam B. Limbu (Montclair State University, USA)and Bruce A. Huhmann (Virginia Commonwealth University, USA)
DOI: 10.4018/979-8-3373-0315-4.ch008
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Abstract
As consumers increasingly demand environmentally responsible practices from businesses, green marketing has become a crucial strategy for companies to communicate their eco-friendly credentials. However, the effectiveness of traditional green marketing approaches is being challenged by growing concerns about greenwashing and the lack of transparency in environmental claims. By leveraging the decentralized, transparent, and secure nature of blockchain technology, companies can create tamper-proof records of their environmental impact, enabling consumers to make informed purchasing decisions. Furthermore, virtual currencies can incentivize sustainable behaviors and provide a new revenue stream for eco-friendly businesses. This chapter discusses the opportunities and challenges of integrating virtual currencies and blockchain technology into green marketing strategies and presents a framework for companies to leverage these innovations and enhance their environmental credibility.
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