Sustainable consumption in the digital world: The role of social media on consumer behavior towards a more sustainable society.

This research investigates the impact of social media on consumers' willingness to purchase sustainable goods and services. The scientific contribution of this research lies in the comparison of the effectiveness of different social media advertisements in promoting sustainable consumption and the analysis of the relationship between social media and consumers' willingness to purchase sustainable products. It also examines the factors associated with social media that influence consumers' attitudes and behaviors towards sustainability. The scientific findings reveal outcomes that provide valuable insights into the complex relationship between social media and sustainable consumer behavior. In contrast to previous studies, the research demonstrates that trust and social media influencers have minimal impact on consumer decisions regarding sustainable purchases. However, it uncovers the positive influence of status and reputation on social media and the information availability on consumer behavior, highlighting the importance of individuals' perception of their social reputation and their access to relevant information in driving sustainable choices. Furthermore, the research examines the effects of different social media advertisements on sustainable behavior. Interestingly, exposure to advertisements featuring conventional products increases the likelihood of sustainable behavior compared to advertisements solely promoting sustainable products. Additionally, presenting the advertisement for a sustainable product before the advertisement for a conventional product enhances the likelihood of sustainable behavior. These findings have significant implications for companies seeking to develop sustainabilityfocused marketing strategies. By understanding the factors that shape consumer attitudes and behaviors related to sustainability and social media, businesses can align their advertising efforts with consumer values and interests, effectively promoting sustainable consumption. Moreover, policymakers and stakeholders can leverage social media platforms to facilitate behavior change towards sustainability, considering the impact of social media on consumer willingness to embrace sustainable goods and services