The growing emphasis on sustainability has transformed organizational strategies across digital platforms, requiring businesses to integrate transparent governance mechanisms and environmentally responsible practices into their operational frameworks. In platform-based work environments, algorithmic governance and green marketing practices have emerged as important determinants of worker engagement, trust, and long-term sustainability. This study investigates the influence of algorithmic transparency and green marketing practices on learning motivation among gig workers and examines the mediating role of perceived fairness in these relationships. A quantitative research design was adopted using survey data collected from 680 gig workers engaged in major digital labor platforms. A structured questionnaire employing five-point Likert scales was used to measure algorithmic transparency, green marketing practices, perceived fairness, and learning motivation. Structural Equation Modeling (SEM) using SmartPLS 4 was employed to evaluate the measurement and structural models. Reliability, convergent validity, discriminant validity, and mediation effects were assessed through composite reliability, average variance extracted (AVE), HTMT ratios, and bootstrapping procedures. The findings indicate that algorithmic transparency significantly enhances workers’ perceptions of fairness, while green marketing practices positively influence both fairness perceptions and learning motivation. Perceived fairness demonstrates a strong positive effect on learning motivation and partially mediates the relationships between algorithmic transparency, green marketing practices, and worker learning outcomes. The results suggest that transparent algorithmic governance combined with sustainability-oriented marketing initiatives creates a fair and trustworthy work environment that encourages continuous learning and skill development among gig workers. This study contributes to the emerging literature on sustainable platform management by integrating organizational justice theory, sustainability principles, and motivational perspectives within the gig economy context. The findings provide empirical evidence that organizations can foster sustainable workforce development through transparent algorithmic systems and authentic green marketing practices. By strengthening fairness perceptions and promoting learning motivation, these practices support the achievement of long-term economic, social, and environmental sustainability objectives in digital labor platforms.