Countermeasures against global warming in the beauty market: focusing on the role of internet memes in good ditto consumption

Purpose This systematic review introduces a novel approach that leverages responsible consumption practices, specifically through ditto consumption, as a key strategy in the beauty market. This study aims to offer consumers sustainable, safe and enjoyable experiences in response to the growing global concern over climate change. Design/methodology/approach A systematic review was conducted by individually setting related keywords according to the Preferred Reporting Items of the Systematic Reviews and Meta-Analyses flowchart guidelines. The authors searched PubMed, Scopus, Riss and medical-related databases using a series of search terms, such as “global warming,” “cosmetics,” “good consumption,” “ditto consumption” and “Internet memes.” Accordingly, 63 documents were selected in the final stage and ultimately used in this review. Findings This systematic review is the first to highlight the potential use of internet memes to change perceptions in the beauty market in response to the social issues caused by global warming through ditto consumption. Past research has analyzed the formation of public opinion, political discourse and the spread and influence of meme culture, focusing on social media, especially Twitter, and has comprehensively illuminated the communication structure and social implications of the digital age. Practical implications Given rising global temperatures and the importance of consumer awareness, further research is needed to clarify how internet memes suited to the Web 3.0 era can be effectively used to address climate change and consumption issues. Originality/value To the best of the authors’ knowledge, this study is the first to highlight the potential use of internet memes to change perceptions of the beauty market in response to global social problems caused by global warming.