Hashtags to Habits: Investigating Social Media's Power to Promote Sustainable Consumption in India

Social media is not just shaping trends - it is rewriting behavior. In Delhi, where digital saturation runs deep, platforms like Instagram, YouTube, and X are not passive tools; they are cultural engines. They sell lifestyles, push ideas, and spark movements. But the real question is, can they turn hashtags into habits? This study dives into that question with laser focus. Based on 120 digitally active respondents from Delhi, it dissects how social media influences three pillars of sustainable consumption: awareness, intention, and action. The numbers speak. Yes, awareness is high. Yes, intention is there. But action? That is where the system breaks. Despite all the digital noise around “eco-friendly” living, people hesitate. Why? High prices. Low trust. Limited options. Social media inspires but often fails to deliver the final push. The much-hyped intention-behavior gap is not a theory here. It is Delhi’s daily truth. This paper does not romanticize digital influence. It calls it out. Social media is powerful but not enough. Without on-ground change, digital buzz fades fast. If policymakers, brands, and educators do not build real-world bridges, we will be left with a city full of conscious minds and unconscious actions. Delhi shows us the mirror. Hashtags alone will not save us. Habits will. And it is time we made that shift real.