Social Media Influence on Green Marketing: Promoting Sustainable Products and Practices

Abstract

This study examines how Social Media's Effects on Green Marketing Practices (SIGMP) influence sustainable product purchases. We sent 174 respondents structured questionnaires and utilized association and regression studies to analyze the data. The key finding is that Social Media's Influence of Green Marketing Practices (SIGMP) positively affects consumer purchase decisions. Effective social media green marketing methods affect consumers' feelings about sustainable products and what they purchase. The research helps us understand online behaviour and provides organisations with green marketing suggestions on social media. Even though the study has some helpful information, it does have some problems, like group bias and a cross-sectional design. Future research is encouraged to expand on these findings with a more diverse demographic and in different cultural contexts. The study concludes that integrating authentic and engaging green marketing strategies on social media platforms can significantly influence consumer behaviour towards sustainability.