Sustainable Influence: The Role of Social Media in Green Marketing

The technological and industrial growth has enhanced the working style of businesses; however, it has also led to many environmental problems like pollution, global warming, and climatic changes. The modern consumer is aware of these issues. Hence, the companies need to adopt green marketing practices. With the rise in online activities and increasing social media communication, companies want to be seen as strong followers of sustainable corporate practices and wish to care for the people, planet, and profit. They have utilised several marketing techniques to demonstrate their dedication to the environment. Many brands and businesses have opted to implement social media marketing as an initiative of green marketing. Social media has been utilised by businesses to increase green marketing claims of companies by using pictures, videos, and various other media used in real-life activities. This research is exploratory research and is based on secondary data. The objective of the research is to identify the significant green marketing strategies being followed on the different social media platforms. A case study-based research methodology has been considered to identify the significant social media-based green marketing strategies. A sample of five companies has been used working in different domains. The strategies are then mapped to the specific social media platforms like Facebook, Instagram, YouTube, etc. A conceptual framework has been developed for mapping green strategies with respect to specific social media platforms. The paper would be helpful for companies in identifying different social media channels through which they can showcase and carry out their marketing activities for sustained existence which would ultimately contribute to development of sustainable practices and hence leading to sustainable economy.