Since consumers are demanding more sustainable products and business practices which alleviate global environmental challenges. Simultaneously, the digitalization of commerce has changed how brands express their green strategies. The association between green digital marketing and consumers’ sustainable purchase intention: The article attempts. Based on the Theory of Planned Behavior and signaling theory, this conceptual paper proposes a dual-mediation model. It contends that green digital marketing does not merely serve as a direct trigger of purchase intention. However, green digital marketing is reliant on two important mediating variables: environmental concern and brand trust. Through this, consumers can be educated about the issues that can improve their eco-concern. At the same time, a transparent and authentic digital communication mitigates scepticism and greenwashing concern to generate brand trust. The combination of the increase in environmental concern and established brand trust increases sustainable purchase intention. This paper presents a comprehensive literature review on the modern digital marketplace. Also, the paper formulates several testable propositions. Further, the paper provides significant theoretical and managerial implications.