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Green Startups Leveraging Omnichannel Marketing for Sustainable Growth

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Issue Abstract

Abstract

The transition toward a low-carbon and resource-efficient economy has positioned green startups as key drivers of sustainable economic transformation. However, achieving long-term growth requires not only eco-innovation but also strategic digital marketing integration. This study develops a conceptual framework examining how green startups leverage omnichannel marketing to enhance sustainable growth in the Indian context. Grounded in the Resource-Based View (RBV), Institutional Theory, and the Triple Bottom Line (TBL) framework, the study adopts a conceptual and analytical review methodology synthesizing literature from 2000–2024. The proposed framework links green finance, innovation capability, omnichannel integration, consumer trust, and sustainable performance, with institutional support as a moderating factor. The study contributes by integrating digital marketing strategy into green entrepreneurship discourse and offers policy and managerial implications for strengthening India’s green startup ecosystem.

Keywords: Green startups, Omnichannel marketing, Sustainable growth, Green finance, Circular economy, India.

Author Information
M. Ravichandran Ph. D Research Scholor (Commerce, Part-Time), Affiliated to Tiruvalluvar University,Dr. N. Fathima Thabassum Head & Assistant Professor, Supervisor & Guide, PG & Research Department of Commerce, Mazharul Uloom college, Ambur.
Issue No
7
Volume No
6
Issue Publish Date
07 Jul 2026
Issue Pages
19-31

Issue References

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