This paper explores the synergy between digital transformation and the green economy, with a particular focus on ethical challenges and the role of sustainable marketing. Starting from global environmental and social challenges, the study analyzes the principles of the green economy and the potential of digital technologies to improve resource efficiency, transparency, and innovative business models. The methodological framework is based on a qualitative analysis of secondary sources, including academic literature, reports by international organizations, and examples of best practices from the business sector. The results indicate that digital tools can significantly contribute to sustainable development; however, their application also raises numerous ethical issues, ranging from privacy protection and data misuse to greenwashing and the manipulation of consumer values. The paper emphasizes the importance of transparency, accountability, and consistency in communicating sustainability values, highlighting sustainable marketing as a key instrument for connecting consumers and companies in the transition toward a green economy. Digital transformation can serve as a driver of sustainable change only if it is grounded in ethics, social responsibility, and a long-term strategic approach, thereby ensuring the preservation of competitiveness and trust in the contemporary business environment.