This study examines the effectiveness and potential benefits of active viral marketing over traditional viral marketing methods in promoting green products. This study identifies the factors that influence people’s willingness to purchase green products and the impact of others on their purchasing decisions. In addition, this study proposes a more efficient approach by categorizing customers using demographic data to overcome computational challenges in active viral marketing. The present study contributes to the field of green marketing by demonstrating the potential of active viral marketing as an attractive method for marketing various green products. This study investigates the role of gender, academic degree, age, and favorite social network in the marketing of green products using active viral marketing. A descriptive survey method was adopted, and data were collected through library research, electronic sources, and a Likert scale questionnaire. Face validity and reliability were evaluated using Cronbach’s α test. Data analysis and identification of factors affecting green product purchase were performed using the decision tree algorithm. The findings of this study provide valuable insights into the relationships among demographic variables, social network preferences, and various aspects related to green product marketing. No significant relationship was observed between gender and favorite social network, which is consistent with previous studies. However, there was a significant relationship between age and the favorite social network, indicating that they depended on each other. This study highlights the potential of active viral marketing to increase product acceptance rates and offers a more efficient approach through customer categorization based on demographic data. These findings impact marketers and practitioners in the development of targeted marketing campaigns for green products. This study contributes to our understanding of the effectiveness and relevance of active viral marketing in the context of green marketing. In conclusion, this study demonstrates the importance of active viral marketing in green product promotion. This study identifies the influence of demographic variables and social network preferences on people’s willingness to purchase green products. The findings of this study provide valuable insights for marketers and contribute to the field of green marketing by showcasing the potential of active viral marketing as an effective marketing strategy for various products, including green products.
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