Role of Social Media in Shaping Consumer Attitudes Toward Green Products

Abstract

This study investigates the pivotal role of social media in influencing customer attitudes toward eco-friendly products, emphasizing the impact of digital platforms on sustainable consumer behavior.  Social media has become a potent instrument for disseminating awareness of sustainable practices, enhancing consumer engagement, and advocating for the acquisition of eco-friendly products.  This research examines the influence of social media content and campaigns on customer perceptions and purchasing decisions related to green products, emphasizing the elements that foster consumer trust, including transparency and influencer credibility.  The objective of the study is to elucidate the correlation among social media interactions, consumer trust, and sustainable consumption behaviors.  The study emphasizes that social media is crucial for enhancing consumer knowledge, shaping buying intentions, and fostering confidence in sustainable products.  The study's results indicate that social media influencers, user-generated content, and transparent communication substantially influence consumer behavior.  Moreover, social media platforms facilitate instantaneous involvement, allowing consumers to contact with firms, pose inquiries, and express concerns, thereby strengthening their dedication to sustainability.  Notwithstanding the beneficial impact of social media, the study reveals deficiencies in consumer awareness and persistent mistrust concerning the veracity of sustainability assertions, underscoring the necessity for transparent and credible information.  The research enhances both scholarly literature and practical implementations by providing insights into how digital platforms may promote sustainable consumption and refine green branding tactics.  The research indicates that utilizing social media's influence for transparency, education, and consumer participation will be crucial in advancing sustainable practices.  The study recognizes its limitations and proposes that subsequent research might further examine the long-term effects of social media on consumer loyalty to eco-friendly products and analyze the influence of upcoming platforms like as TikTok and Instagram Reels on promoting sustainable purchase.