The Journey of Shared Green Consumption Promotion: A Case Study of Environmental Advocacy in China

This qualitative case study explored how social media interaction promotes shared green consumption (SGC) as an environmental advocacy strategy in China, focusing on the Civil Society Environmental Protection Public Welfare Organization (CSEPPWO) in Changsha City. Conducted from May 2024 to February 2025, the study involved 20 purposively selected informants and employed Braun and Clarke’s thematic analysis. Findings revealed that social media enabled the transition of Green Hunan from grassroots activism to national influence, expanding its advocacy to include SGC through collaboration, recycling, and sustainable living campaigns. Social media enhanced transparency, credibility, and engagement but faced challenges such as digital fatigue, misinformation, and limited inclusivity. Despite barriers, stakeholders contributed through donations, leadership, and educational initiatives. The study highlights the crucial role of inclusive and adaptive digital strategies in advancing environmental behavior and policy influence.