Green Marketing and Social Media: A Contemporary Perspective

Abstract

In the digital era, green marketing has risen as a significant business strategy with social media platforms acting as a significant mechanism for communicating environmental information and establishing sustainable brands. This paper discusses the interrelationship of green marketing practices with the role of social media, and how organizations use digital platforms to engage with consumers regarding environmental responsibility and promoting sustainable consumption. To do this, contemporary literature was reviewed, and current trends in the social media-green marketing space were analyzed, in order to identify key strategies, challenges, and opportunities in the green marketing/social media space. The discussion of the study indicate that social media engagement, transparency, and storytelling play a role in shaping attitudes toward brands that act in an environmentally responsible manner; and that Green washing and skepticism toward brands and organizations remain significant obstacles to the effectiveness of green marketing in the social media context.