With the advancement of digital technologies, the concept of marketing has been reshaped through data-driven, personalized, and algorithmic strategies. This transformation has introduced new challenges and responsibilities concerning both ethical values and environmental sustainability. As digital marketing has become central to data-based decision-making, it has improved the accuracy of understanding consumer behavior; however, it has also increased the risks associated with privacy, security, and manipulation (Zuboff, 2019; Boerman et al., 2017). Manipulative design patterns frequently encountered on digital platforms weaken the notion of informed consent and prevent users from granting permission in an open and transparent manner (BEUC, 2022). This demonstrates the necessity of establishing a data management approach grounded in ethical principles (Cavoukian, 2011).

The sustainability of digital marketing processes is crucial in terms of both environmental impact and social responsibility. Big data analytics, artificial intelligence, the Internet of Things, and blockchain technologies offer significant opportunities for improving resource management, increasing energy efficiency, and ensuring transparency in production processes (Pagoropoulos et al., 2017; Kouhizadeh et al., 2021). Nevertheless, the energy consumption of data centers and the carbon footprint of digital advertising pose serious obstacles to environmental sustainability. It is estimated that a single digital campaign can produce approximately 70 tons of CO₂ emissions. Consequently, achieving carbon neutrality in marketing strategies has become a growing priority (Arthur, 2023; CEPSA, 2023).

AI-based advertising practices present both opportunities and threats from a sustainability perspective. The term “Sustainable Artificial Intelligence” refers to minimizing the environmental impact of technology, whereas “Artificial Intelligence for Sustainability” focuses on its potential to address environmental problems (Rohde et al., 2021).

The approach to sustainability-oriented branding has strengthened the influence of environmental and ethical values on consumer behavior. Numerous studies have shown that green marketing practices positively affect consumer trust, brand image, and purchase intention (Neha & Kumar, 2024; Rastogi et al., 2024). The carbon-neutral targets, recycling policies, and circular economy initiatives of brands such as H&M and Louis Vuitton are regarded as tangible examples of sustainable marketing in the digital era (Javed, 2022).

The ethical and sustainable transformation in digital marketing reveals that social trust, environmental responsibility, and ethical legitimacy are as essential to business success as economic performance. The future of marketing depends on a digital ethical understanding that respects data privacy, embraces transparency, utilizes green technologies, and adheres to the principles of accountability. It is evident that businesses that respect people’s data, act transparently, choose technologies that do not harm the environment, and maintain their social responsibility will gain a sustainable competitive advantage in the future.