The increasing emphasis on environmental sustainability has accelerated the development of green startups, eco-innovations, and electric vehicle (EV) charging infrastructure. In this context, digital marketing practices have emerged as important mechanisms for enhancing environmental awareness, generating customer interest, and encouraging the adoption of sustainable products and services. This study examines the influence of digital marketing practices on customer interest and adoption of green startups, eco-innovations, and electric vehicle charging stations. Specifically, it investigates how digital marketing activities and sustainability-oriented online communication contribute to customer engagement, perceptions of environmental value, and adoption intentions. A quantitative research design was employed, and data were collected from 392 respondents using a random sampling method. The sample comprised 212 female and 180 male respondents. The age distribution included 188 respondents aged 20–25 years, 124 aged 25–30 years, 54 aged 30–35 years, and 26 aged above 35 years. Partial Least Squares Structural Equation Modelling (PLS-SEM) was used to analyse the relationships among the study constructs and evaluate the proposed hypotheses. The study aims to establish the role of digital marketing practices in stimulating customer interest and facilitating the adoption of sustainable business initiatives and environmentally friendly innovations. The findings are intended to provide insights into how digital platforms can support green entrepreneurship, strengthen customer engagement with eco-innovations, and promote the use of EV charging infrastructure. The study offers practical implications for green startups, sustainability-focused enterprises, EV charging service providers, and digital marketing practitioners seeking to develop effective communication strategies that align environmental awareness with customer adoption behaviour. By connecting digital marketing with sustainable innovation, this research contributes to the growing literature on green consumer behaviour and the role of digital technologies in advancing sustainable business development.