Journal of Intelligent Marketing Management

Journal of Intelligent Marketing Management

Exploring the Role of Digital Technologies in Promoting Environmental Sustainability

Document Type : The scientific research paper

Author
Associate Professor, Faculty of Industrial Management and Technology, Faculty of Management, University of Tehran, Tehran, Iran.
Abstract
Problem Statement: Over the past two decades, the discourse on sustainable development has encountered unprecedented challenges. On the one hand, the accelerating pace of climate change and greenhouse gas emissions has reached alarming thresholds; on the other, the digital revolution has been reshaping economic, social, and environmental structures at an unparalleled speed. This historic intersection has impelled researchers to pose a fundamental question: Is digital progress a lever for sustainability salvation, or a driving force behind new forms of unsustainability?
Objective and Novelty: Adopting a holistic, interdisciplinary approach, this study seeks to uncover the dialectical relationship between the digital economy and environmental sustainability. The novelty of this research lies in its tripartite methodological framework: (1) a meta-analytic systematic review to map the existing knowledge landscape; (2) quantitative empirical analysis using dynamic panel data; and (3) qualitative causal mechanism analysis to identify pathways of influence.
Methodology: In the first phase, a systematic search of the Scopus database was conducted, yielding 105 initial articles, from which 30 high-quality studies published between 2020 and 2025 were selected for final analysis. In the second phase, an econometric model was estimated using data from 10 selected OECD countries, employing the advanced EGLS method within EViews 11 software. The independent variable (Internet access index as a proxy for the digital economy) and the dependent variable (CO₂ emissions as a proxy for environmental sustainability) were rigorously assessed through unit root tests, cointegration tests, and sensitivity analyses.
Key Findings: The results reveal three pivotal findings:
First, the systematic review indicates that the digital economy influences sustainability through five primary channels: (a) optimization of energy consumption via smart infrastructure; (b) carbon emission reduction through substitution of physical processes; (c) development of the circular economy and waste reduction; (d) consumer empowerment and behavioral pattern shifts; and (e) green innovation and the development of clean technologies.
Second, the empirical analysis demonstrates that for every one-unit increase in the Internet access index, carbon dioxide emissions decrease by 0.592 units (β = -0.592, p < 0.001). This relationship exhibits strong explanatory power, with a coefficient of determination of 99.44% (R² = 0.9994) and an F-statistic of 17,555 (p < 0.001).
Third, supplementary analyses reveal a non-linear inverted U-shaped relationship. This implies that in the early stages of digital development, environmental pressure may intensify due to high energy consumption by infrastructure and electronic waste generation. However, beyond a certain threshold, the efficiency and productivity gains outweigh the environmental costs.
Discussion and Interpretation: These findings demonstrate considerable synergy with the most recent international research; for instance, recent studies across 37 OECD countries have similarly confirmed the inverted U-shaped relationship between digital development and ecological footprint (Xu et al., 2024). Moreover, mediation analyses indicate that the positive effect of the digital economy on sustainability is primarily realized through three pathways: (1) economic growth, mediating 85% of the effect; (2) green innovation, mediating 31%; and (3) industrial structure transformation, mediating 66%.
Policy Implications: By adopting an integrative approach, this research provides compelling evidence that the digital economy—when guided by intelligent policymaking—can serve as a powerful catalyst for the transition toward environmental sustainability. However, this transition necessitates proactive management of challenges such as energy consumption, electronic waste, and the digital divide to harness the transformative potential of the digital economy in service of sustainable development.
The research findings carry three essential policy implications: (a) Digital infrastructure development must be synergized with clean energy strategies to prevent increases in carbon emissions. (b) Investment in green innovation and low-carbon technologies substantially enhances the sustainability returns of the digital economy. (c) Given cross-border spillover effects, international cooperation in establishing digital environmental standards is imperative.
Keywords

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Volume 5, Issue 3 - Serial Number 25
Summer 2024
Pages 464-477

  • Receive Date 12 May 2024
  • Revise Date 28 June 2024
  • Accept Date 29 July 2024