The Power of Online Buzz: Social Media Comments to Shape Consumer Perception of Sustainable Products

Abstract

This study examined how social media comments influence consumer perceptions of sustainable products using a mixed-method approach with qualitative content analysis and quantitative survey research. Comments from Instagram and Twitter were analysed for sentiment, identifying key factors such as consumer trust in sustainability claims, the role of social media influencers, the impact of transparent communication, and the influence of educational content. An online survey of 500 socially engaged consumers evaluated their perceptions of brand sustainability claims, trust in influencers, and their intentions to purchase sustainable products. Findings revealed that the trustworthiness of sustainability claims, influencer endorsements, transparent communication, and educational content significantly impacted consumer attitudes. The study highlights the importance for brands to communicate sustainability efforts authentically, collaborate with credible influencers, and provide educational content. Future research should explore longitudinal and cross-cultural studies to understand how changing consumer perceptions and cultural contexts affect sustainable consumption.