From Hashtags to Habits: The Role of Social Media in Shaping Sustainable Consumer Behavior
Abstract/Description
Purpose:
To determine the part that social media plays in developing sustainable consumer behavior, this study looks at the function of the platforms, the effect of the influencers, the efficiency of the campaigns, demographic reactions and obstacles to the use of the sustainable practices.
Study Design/Methodology/Approach
To collect the data, a qualitative research method was used and in-depth interviews and focus groups were conducted among eco conscious consumers, influencers & marketing professionals. For the analysis of the influence of social media on sustainable consumer behavior, thematic analysis was employed in order to identify key themes and patterns.
Findings:
It was found that social media improves understanding and awareness on sustainability as well as spurs the development of a sense of community and offers practical resource that helps advancement towards sustainable practices. Consumer habits are shaped by influencers who are very credible, authentic, and their influence is very important. #ZeroWaste and #SustainableLiving campaigns have proven to be successful campaigns which have pushed unstoppable changes in consumer behaviors, which different demographics will react in different ways to sustainability messages.
Originality/Value:
It provides insights to the literature about the claims how social media affects consumer behavior, and then provides practical implications for a number of stakeholders.
Research Limitations/Implications:
The study may be limited in generalization due to the qualitative nature of the study. Further research should utilize quantitative methods to elicit the role played by new platforms and contexts of culture in adoption of sustainable practices.
Practical Implications:
It provides strategies for sustainable campaigns, authenticity for brands to avoid greenwashing, social platforms for policy makers to communicate for climate, education and NGOs to raise awareness for sustainability.
Social Implications:
With the roles identification of social media as a means to enhance sustainability, the stakeholders are able to formulate more relevant and potent approaches to facilitate a more conducive future for the sustainability..
Keywords
Marketing sustainability, Ecofriendly, Hashtags To Habit, Consumer Behaviour, Consumer Influence, Sustainability
Track
Marketing
Session Number/Theme
Marketing - Session I
Start Date/Time
13-6-2025 2:10 PM
End Date/Time
13-6-2025 3:55 PM
Location
MCS-5, AMAN-CED Building
Recommended Citation
Shaikh, A. M. (2025). From Hashtags to Habits: The Role of Social Media in Shaping Sustainable Consumer Behavior. IBA SBS 4th International Conference 2025. Retrieved from https://ir.iba.edu.pk/sbsic/2025/program/17
COinS
From Hashtags to Habits: The Role of Social Media in Shaping Sustainable Consumer Behavior
MCS-5, AMAN-CED Building
Purpose:
To determine the part that social media plays in developing sustainable consumer behavior, this study looks at the function of the platforms, the effect of the influencers, the efficiency of the campaigns, demographic reactions and obstacles to the use of the sustainable practices.
Study Design/Methodology/Approach
To collect the data, a qualitative research method was used and in-depth interviews and focus groups were conducted among eco conscious consumers, influencers & marketing professionals. For the analysis of the influence of social media on sustainable consumer behavior, thematic analysis was employed in order to identify key themes and patterns.
Findings:
It was found that social media improves understanding and awareness on sustainability as well as spurs the development of a sense of community and offers practical resource that helps advancement towards sustainable practices. Consumer habits are shaped by influencers who are very credible, authentic, and their influence is very important. #ZeroWaste and #SustainableLiving campaigns have proven to be successful campaigns which have pushed unstoppable changes in consumer behaviors, which different demographics will react in different ways to sustainability messages.
Originality/Value:
It provides insights to the literature about the claims how social media affects consumer behavior, and then provides practical implications for a number of stakeholders.
Research Limitations/Implications:
The study may be limited in generalization due to the qualitative nature of the study. Further research should utilize quantitative methods to elicit the role played by new platforms and contexts of culture in adoption of sustainable practices.
Practical Implications:
It provides strategies for sustainable campaigns, authenticity for brands to avoid greenwashing, social platforms for policy makers to communicate for climate, education and NGOs to raise awareness for sustainability.
Social Implications:
With the roles identification of social media as a means to enhance sustainability, the stakeholders are able to formulate more relevant and potent approaches to facilitate a more conducive future for the sustainability..
