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Green Advertising on Social Media: A Systematic Literature Review

Author

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  • Evangelia Ktisti

    (Department of Economics, Aristotle University of Thessaloniki, University Campus, 54124 Thessaloniki, Greece)

  • Leonidas Hatzithomas

    (Department of Business Administration, University of Macedonia, Egnatias 156, 54636 Thessaloniki, Greece)

  • Christina Boutsouki

    (Department of Economics, Aristotle University of Thessaloniki, University Campus, 54124 Thessaloniki, Greece)

Abstract

Consumer interest in environmental protection has grown in recent decades, alongside a shift in companies’ strategies to embrace a greener way of doing business. Green advertising is rapidly expanding and gaining popularity. With more and more consumers being actively involved in social media searching and purchasing products, social media advertising is transformed into a principal way of communication. Although prior research has addressed green marketing and advertising, their presence in social media has been largely neglected. Based on a systematic review approach, the present study addresses recent trends and developments in green advertising on social media. We used PRISMA for the systematic review of eighty-one articles published between 2011 and 2022. Green advertising content, and greenwashing in particular have attracted significant research interest. Green skepticism and the role of generations are gaining popularity. The descriptive analysis provides article, author, and journal-related information (i.e., citations, year of publications, journals, etc.). This systematic literature review reports the trends in the topic, highlights existing research gaps, and suggests future research avenues. Research and managerial implications are discussed.

Suggested Citation

  • Evangelia Ktisti & Leonidas Hatzithomas & Christina Boutsouki, 2022. "Green Advertising on Social Media: A Systematic Literature Review," Sustainability, MDPI, vol. 14(21), pages 1-25, November.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:21:p:14424-:d:962558
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    References listed on IDEAS

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    2. Lyndsay Mesjar & Karen Cross & Yang Jiang & Josie Steed, 2023. "The Intersection of Fashion, Immersive Technology, and Sustainability: A Literature Review," Sustainability, MDPI, vol. 15(4), pages 1-22, February.

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