Abstract
As global environmental concerns continue to rise, businesses are increasingly focusing on sustainable and eco-friendly products, giving rise to the market for green products. This paper explores the significance of social media as a powerful tool for marketing green products and fostering sustainability initiatives. The study delves into the unique characteristics of social media platforms that make them particularly effective for promoting environmentally conscious products.The research investigates the role of social media in shaping consumer perceptions, attitudes, and purchasing behaviors related to green products. A comprehensive review of existing literature highlights the diverse strategies employed by businesses to leverage social media platforms, including influencer marketing, user-generated content, and targeted advertising, to enhance the visibility and appeal of green products.Furthermore, the paper examines case studies and real-world examples of successful social media campaigns for green products, analyzing the key factors that contribute to their effectiveness. The impact of social media on building brand loyalty and fostering a sense of community around sustainability is also explored, shedding light on the long-term benefits for businesses engaging in environmentally friendly marketing practices. The study aims to provide valuable insights for marketers, businesses, and policymakers seeking to understand the dynamics of utilizing social media for the promotion of green products. By offering a nuanced perspective on the intersection of digital marketing and sustainability, this research contributes to the ongoing discourse on responsible and impactful business practices in the context of a rapidly evolving global marketplace.
Keywords: Green Marketing, Sustainable Development, Green Products, Social Media, online
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