IoT and Green Marketing in Sustainable Development: An Analysis of Consumer Behaviors

The environmental problems faced by the modern world that threaten future generations, as well as some of the activities carried out in the direction of the implementation of sustainable development goals, reveal a number of threats to human health. Solving important global issues such as environmental protection and green education requires widespread promotion of environmental protection concepts in green marketing with IoT application. One of the important issues here is to provide opportunities to promote green products to consumers through IoT to ensure the health of community members. From this point of view, in the research study, the attitude of consumers towards interactive advertising used for selling products and services, ecologically clean products put on the market, and green brands was determined with the application of IoT in green marketing. For this purpose, based on the results of a survey conducted among 200 randomly selected respondents from different strata, the classification of respondents according to different Machine Learning algorithms was considered in the WEKA software and consumer behaviors were analyzed.