Eco-marketing approaches for promoting green building materials through digital storytelling platforms

Abstract

Eco-marketing plays a vital role in promoting sustainable construction by raising
awareness about green building materials. This paper examines the effectiveness of digital
storytelling platforms in enhancing consumer engagement with eco-friendly products. Using the
Analytical Hierarchy Process (AHP) and Topic Modelling, the study analyzes key factors
influencing consumer preferences. Data from stakeholders in construction and marketing were
used to rank the most important factors driving interest in green materials. Results indicate that
consumer engagement is strongly influenced by the quality of storytelling and environmental
messaging. The study highlights the significance of sustainability narratives and transparent
product information. Integrating eco-marketing with digital storytelling can increase consumer
adoption of green building materials, contributing to sustainable development goals.