The Impact of Social Media Marketing on Sustainable Consumption: A Study

Abstract

In the age of digitization, social media marketing has evolved as an effective instrument for influencing customer behaviour and promoting sustainable consumption. This study looks into the impact of social media marketing on sustainable consumption patterns, specifically how marketing methods on social media platforms influence customers' preferences for environmentally friendly and ethically manufactured goods. The study's goal is to determine how effective social media advertisements are at raising awareness, changing perceptions, and driving long-term consumer behaviour. The study uses a quantitative survey with participants from various demographic categories. The quantitative component is polling 250 social media users to determine their exposure to sustainable marketing messages and the subsequent impact on their purchasing decisions. The findings show a substantial link between exposure to social media marketing and greater understanding and implementation of sustainable consumption practices. Users who are exposed to consistent and interesting content about sustainability are more likely to adopt eco-friendly practices in their daily lives and make purchasing decisions that reflect these ideals. The research indicates that social media marketing has significant potential to drive sustainable consumption if campaigns are deliberately planned to be informed, engaging, and honest. It emphasizes the value of transparency and authenticity in marketing messages in order to foster trust and favourably affect consumer behaviors. This study adds to the increasing body of knowledge on sustainable marketing and provides actionable insights for marketers looking to use social media to promote sustainable consumption.