Beneath the hashtag: multifaceted insights into sustainable consumption and production from historical Twitter data

This research contributes to the ongoing dialogue on sustainable product categorization and representation in social media. Companies and consumers are increasingly favoring eco-friendly, green, or sustainable products due to their environmentally friendly lifecycle. This study examines a dataset of more than 30,000 tweets labeled with hashtags such as #sustainableproducts, #ecoproducts, #ecofriendlyproducts, and #greenproducts. The dataset covers ten years and includes Twitter data from around the world. The study employs content and sentiment analysis to reveal that conversations around sustainable and green products often emphasize environmental impact and responsible consumption, reflecting consumer preferences and business strategies. Discussions on eco-friendly and eco-products center on sustainable materials and waste reduction, highlighting consumer choices and the need for eco-conscious product design. The general sentiment expressed in these tweets is primarily positive or neutral, although negative sentiments are frequently associated with environmental concerns such as plastic pollution. The study not only highlights the significance of digital platforms in influencing public discussions on sustainability but also emphasizes the informative power of social media in shaping sustainable narratives. It suggests the need for a comprehensive strategy encompassing transparent and balanced communication, active consumer and business engagement, and collaborative efforts among stakeholders to promote sustainable consumption on digital platforms, thereby contributing to the achievement of climate neutrality. By shedding light on the complexities and nuances of online discourse, it provides a foundation for future scholarly inquiries and informs practical efforts to promote sustainable consumption and production in the digital age.