THE ROLE OF SOCIAL MEDIA ON CONSUMER BEHAVIOR AND MOTIVATION TOWARDS SUSTAINABLE PRODUCTS

This research seeks to establish the role of social media in changing consumers’ buying behaviour and their motivations for purchasing sustainable products and their attitude towards sustainability. The researcher uses in-depth interviews in order to get detailed answers and then uses thematic analysis in order to analyse the data. The sampling technique that was applied in the study was purposive sampling where the participants involved were those that engaged with sustainable content in the social media platforms. The findings pointed out that Instagram, Facebook, and YouTube are strong channels that shape the consumers’ attitude and behavioural motivations toward sustainable products. The results of this study will contribute to the knowledge of the impacts of social media messages on consumers’ attitudes towards sustainability. It is seen that various types of sustainable content are needed on social media and these findings are beneficial for the brands and everyone especially those who want to spread sustainability through social media. These are findings that are useful to both brands and people interested in sustainable development. The research also reveals that social media plays a significant part in the participant’s information and social influence to make them purchase sustainable products.