Digital Green Accounting in the Marketing Mix of E-Business for Its Sustainable Development

This paper elaborates on the scientific and practical problem of using digital green accounting in the marketing mix of e-business companies in support of sustainable development, reduction of negative environmental impact, and stimulation of decarbonization. Theoretical foundations of e-business, evolution of the marketing mix, and integration of digital green accounting into business processes are analyzed. It is revealed that, in the conditions of digitalization, the marketing mix transforms, acquiring better flexibility and innovativeness, actively integrating environmental values into its structure, and using the potential of digital technologies. In these conditions, information acquires the status of a strategic asset of the company, which raises the competitiveness and sustainability of the e-business company. It is established that an important tool capable of ensuring objectivity, relevance, and the comprehensive character of information is green accounting.

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