Exploring the role of social media in shaping sustainable consumer behavior: a qualitative study

This study examines the impact of social media on environmental awareness, perceived environmental responsibility, and sustainable consumption aspirations among Tunisian consumers. Using a qualitative research design, semi-structured, in-depth interviews were conducted with 15 active social media users (students, professionals and retirees) who demonstrated an interest in sustainability-related content. The purposeful sampling approach ensured diversity in age, gender, and occupational backgrounds to capture varied perspectives. The findings reveal that social media plays a critical role in shaping sustainability awareness: Instagram drives aspirational consumption, Facebook fosters community engagement and YouTube serves as a key source of educational content. However, significant barriers—such as the high cost of sustainable products and limited community support—continue to hinder efforts to achieve behavioral change. Trustworthy information and community-driven initiatives on social media were identified as essential enablers of sustainable practices. This study contributes to the growing field of digital sustainability by offering platform-specific insights and practical recommendations for policymakers and marketers seeking to address socio-economic challenges. Future research should explore the long-term impact of social media–based sustainability efforts and examine the role of emerging platforms like TikTok in advancing sustainability advocacy.