Paper Details

Name: Rajan Singh
Country: India

Year: 2025
Volume: Volume-12, Issue-2, Year-2025(Special Issue)
Page Number: 38-46
DOI: https://doi.org/10.5281/zenodo.17659838

Social media has extensively altered the relationship between a brand and the consumer, and
has become one of the key stations to encourage sustainability within the environment. In the
face of the global issues like climate change and resource drain, consumers are also more
focused on eco-friendly values and have put brands under increased pressure to convey
authentic and transparent sustainability efforts. Although the importance of digital
sustainability communication is on the increase, there is a lack of empirical data on the extent
to which consumer experience related to social media-based sustainability content affects
attitudes, trust, and the actual behavioural intentions. This study explores the purpose of
social media in the concept of sustainable marketing and explores how various types of
interaction such as likes, comments, shares, and engagement in eco-friendly online challenges
influence consumer perception and behaviour. With a quantitative research design, 300-500
social media users who were exposed to sustainability related-content were used to collect
data. The descriptive statistics and Factor Analysis (PCA) were utilized in order to determine
the latent constructs that contribute to consumer responses. Results indicate that the key five
dimensions affect consumer engagement with sustainability content which includes:
Engagement with Content, Sustainability Perception, Purchase Intent, Brand Trust and
Authenticity, and Social Influence. Findings shows that although consumers have moderate
interaction with sustainability posts, increased interaction leads to greater positive views
about sustainability and the likelihood of making purchases on eco-product increases
substantially. The importance of transparent and credible communication with the end-user
was highlighted as brand authenticity and trust became the influential predictors of
sustainable behavioural intentions. Also, social influence, especially influencers and peer
networks, makes a considerable impact on pro-environmental decisions. Comprehensively,
the study demonstrates the promise of the social media towards becoming a driving force of
sustainability-based consumer behaviour and the need to make the digital communication
relevant, engaging, and value-based. The results provide useful recommendations to
marketers of the need to optimise a sustainable marketing strategy and help expand the
current understanding of digital sustainability, consumer engagement, and green behavioural
change.
Keywords: Social Media, Factor Analysis, Sustainability, Social Influence.