This empirical study examines the role of digital marketing in strengthening India’s participation in sustainable global trade through an integrated quantitative and qualitative analysis of 150 firms across India and other major economies. The findings indicate that digital marketing adoption significantly enhances sustainable trade performance (β = 0.41, p < 0.001), particularly by improving export efficiency, market reach, and customer engagement through sustainability-oriented campaigns. Indian enterprises, bolstered by national initiatives such as Digital India and the Open Network for Digital Commerce (ONDC), demonstrate higher green export growth and greater inclusion in global value chains. Regression, mediation, and ANOVA analyses further confirm that robust policy infrastructure and higher levels of digital readiness amplify the positive impact of digital marketing on eco-friendly and responsible trade practices. The study concludes that digital marketing functions not merely as a promotional mechanism but as a strategic enabler of inclusive, low-carbon, and sustainable global trade for India, in alignment with the United Nations Sustainable Development Goals (SDGs 9 and 12). The study recommends enhanced policy support, targeted digital capacity building, and the integration of sustainability principles into global digital marketing strategies to strengthen India’s position in sustainable global commerce.
