MÍDIAS SOCIAIS COMO INDUTORAS DO CONSUMO SUSTENTÁVEL:
UMA REVISÃO DA LITERATURA
Resumo
Este estudo objetivou analisar e sintetizar a produção científica disponível sobre a relação entre mídias sociais e consumo sustentável, identificando características metodológicas, fundamentos teóricos e principais achados das pesquisas publicadas, de modo a evidenciar tendências e lacunas da literatura, bem como oferecer subsídios para futuras investigações. Para tanto, foram revisados artigos publicados entre os anos de 2018 e 2024 nas bases Web of Science e Scopus. Os resultados demostraram que a maioria dos estudos foram desenvolvidos em países como Estados Unidos, Índia e Malásia. Além disso, verificou-se que os estudos reportados pelas bases adotaram majoritariamente abordagens quantitativas. A Teoria do Comportamento Planejado (TCP) foi o arcabouço teórico mais amplamente utilizado nos estudos. Verificou-se, ainda, a necesidade de compreender como interações espontâneas podem incentivar atitudes e práticas pró-ambientais para além do foco em estratégias promocionais. Portanto, acredita-se que este estudo oferece contribuições acadêmicas ao ampliar a compreensão sobre o impacto das mídias sociais sobre o consumo sustentável, além de evidenciar tendências e lacunas que podem ser úteis para nortear futuras pesquisas.
Palavras-chave: Consumo sustentável. Marketing digital. Mídias sociais.
This study aimed to analyze and synthesize the available scientific production on the relationship between social media and sustainable consumption, identifying methodological characteristics, theoretical foundations, and key findings of published research, in order to highlight trends and gaps in the literature as well as provide insights for future investigations. To this end, articles published between 2018 and 2024 in the Web of Science and Scopus databases were reviewed. The results showed that most studies were conducted in countries such as the United States, India, and Malaysia. Furthermore, it was found that the studies reported in the databases predominantly adopted quantitative approaches. The Theory of Planned Behavior (TPB) was the most widely used theoretical framework in these studies. It was also observed that there is a need to understand how spontaneous interactions can encourage pro-environmental attitudes and practices beyond the focus on promotional strategies. Therefore, it is believed that this study offers academic contributions by expanding the understanding of the impact of social media on sustainable consumption, while also highlighting trends and gaps that may guide future research.
Keywords: Sustainable consumption. Digital marketing. Social media.
Referências
AFRIFA, G. A.; TINGBANI, I.; YAMOAH, F.; APPIAH, G. Innovation input, governance and climate change: Evidence from emerging countries. Technological Forecasting and Social Change, v. 161, 120256, 2020. Disponível em: https://doi.org/10.1016/j.techfore.2020.120256.
ALI, M.; ULLAH, S.; AHMAD, M. S.; CHEOK, M. Y.; ALENEZI, H. Assessing the impact of green consumption behavior and green purchase intention among millennials toward sustainable environment. Environmental Science and Pollution Research, v. 30, n. 9, p. 23335–23347, 2022. Disponível em: https://doi.org/10.1007/s11356-022-23811-1.
ALMELHEM, M.; BUICS, L.; SÜLE, E. Comparison of sustainability and circularity indicators: downstream vs. upstream supply chain strategies. Discover Sustainability, v. 6, n. 1, p. 302, 2025. Disponível em: https://doi.org/10.1007/s43621-025-01158-0.
AMDA – ASSOCIAÇÃO MINEIRA DE DEFESA DO AMBIENTE. Exploração dos recursos naturais é responsável por 90% da perda de biodiversidade e estresse hídrico. 2019. Disponível em: https://amda.org.br/informacoes-ambientais/5620-exploracao-dos-recursos-naturais-e-responsavel-por-90-da-perda-de-biodiversidade-e-estresse-hidrico/. Acesso em: 15 ago. 2025.
ASFAHANI, A.; DAHLAN, D.; ALNAJEM, M. Unraveling Endogeneity: A Systematic Review of Methodologies in Digital Leadership and Remote Work Research. Electronic Journal of Business Research Methods, v. 22, n. 2, 2024. Disponível em: https://doi.org/10.34190/ejbrm.22.2.3279.
BANDURA, A. Teoria da aprendizagem social. Englewood Cliffs, NJ: Prentice Hall, 1977.
BEDARD, S. A. N.; TOLMIE, C. R. Millennials’ green consumption behaviour: Exploring the role of social media. Corporate Social Responsibility and Environmental Management, v. 25, n. 6, p. 1388–1396, 2018. Disponível em: https://doi.org/10.1002/csr.1654.
BEZERRA, L. S.; GIBERTONI, D. Mídias sociais durante a pandemia do COVID-19. Revista Interface Tecnológica, v. 18, n. 2, p. 144–156, 2022. Disponível em: https://doi.org/10.31510/infa.v18i2.1239.
CATTAPAN, T.; VILAISRI, S.; CHINCHANACHOKCHAI, S. The influence of social media influencers (SMI) on the pro-environmental behavior of Thai Generation Y regarding the purchase of electric vehicles. ABAC Journal, v. 43, n. 2, p. 77–91, 2023. Disponível em: https://doi.org/10.14456/abacj.2023.16.
CHOUDHARY, S.; NAYAK, R.; KUMARI, S.; CHOUDHURY, H. Analysing acculturation to sustainable food consumption behaviour in the social media through the lens of information diffusion. Technological Forecasting and Social Change, v.
, p. 481–492, 2019. Disponível em: https://doi.org/10.1016/j.techfore.2018.10.009.
CONFETTO, M. G.; COVUCCI, C.; ADDEO, F.; NORMANDO, M. Sustainability advocacy antecedents: how social media content influences sustainable behaviours among Generation Z. Journal of Consumer Marketing, v. 40, n. 6, p. 758–774, 2023. Disponível em: https://doi.org/10.1108/JCM-11-2021-5038.
CRESWELL, J. W. Projeto de pesquisa: métodos qualitativo, quantitativo e misto. 3. ed. Porto Alegre: Artmed, 2010.
DAVIS, F. D. Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology. MIS Quarterly, v. 13, n. 3, p. 319, 1989. Disponível em: https://doi.org/10.2307/249008.
DUCOFFE, R. H. Advertising Value and Advertising on the Web. Journal of Advertising Research, v. 36, n. 5, p. 21–35, 1996. Disponível em: https://doi.org/10.1080/00218499.1996.12466626.
HAIR, J. F. et al. Multivariate data analysis. 7. ed. Upper Saddle River: Pearson, 2010.
HASBULLAH, N. N. et al. Advertising value of online advertisement on sustainable brand purchase intention: The moderating role of user-generated video among Gen Z in Malaysia. International Journal of Electronic Commerce Studies, v. 14, n. 3, p. 49–68, 2023. Disponível em: https://doi.org/10.7903/ijecs.2260.
HASAN, N. I. A.; JAMAL, N. F.; BAHARUDDIN, M. S.; GHAFAR, N. M. A. Factors Influencing Sustainable Consumption of Malaysian Households from Perspectives of Income and Consumption Expenditure. International Journal of Research and Innovation in Social Science, v. VII, n. IX, p. 136–141, 2023. Disponível em: https://doi.org/10.47772/IJRISS.2023.70914.
HORRICH, A.; ERTZ, M.; BEKIR, I. The effect of information adoption via social media on sustainable consumption intentions: The moderating influence of gender. Current Psychology, v. 43, n. 18, p. 16349–16362, 2024. Disponível em: https://doi.org/10.1007/s12144-023-05526-9.
HA VAN, T.; LICHANG, L.; DANG THANH QUOC, T. Sustainable development in Southeast Asia: The nexus of tourism, finance, and environment. Heliyon, v. 10, n. 24, p. e40829, 2024. Disponível em: https://doi.org/10.1016/j.heliyon.2024.e40829.
ILIEVA, G.; YANKOVA, T.; RUSEVA, M.; DZHABAROVA, Y.; KLISAROVA-BELCHEVA, S.; BRATKOV, M. Social Media Influencers: Customer Attitudes and Impact on Purchase Behaviour. Information, v. 15, n. 6, p. 359, 2024. Disponível em: https://doi.org/10.3390/info15060359.
JOO, Y.; SEOK, H.; NAM, Y. The moderating effect of social media use on sustainable rural tourism: A theory of planned behavior model. Sustainability, v. 12, n. 10, p. 4095, 2020. Disponível em: https://doi.org/10.3390/su12104095.
KHAN, M. M. A.; MAHMOOD, Dr. H. Sustainable Consumption And Digital Era: A Review And Research Agenda. Migration Letters, v. 21, n. S8, p. 890–901, 2024. Disponível em: https://doi.org/10.59670/ml.v21iS8.9449.
KOTHARI, H.; CHOUDHARY, A.; JAIN, A.; SINGH, S.; PRASAD, K. D. V.; VANI, U. K. Impact of social media advertising on consumer behavior: role of credibility, perceived authenticity, and sustainability. Frontiers in Communication, v. 10, 2025. Disponível em: https://doi.org/10.3389/fcomm.2025.1595796.
LIU, X.; WANG, K. The inequality of household carbon footprint in China: A city-level analysis. Energy Policy, v. 188, p. 114098, 2024. Disponível em: https://doi.org/10.1016/j.enpol.2024.114098.
MUCCI, P. L. C.; LAENDER, A. H. F. Impacto da COVID-19 na formação de estudantes de pós-graduação no Brasil: Uma análise a partir de dados da Plataforma Lattes do CNPq. In: Simpósio Brasileiro De Banco De Dados (Sbbd), 39., 2024, São Paulo. Anais... São Paulo: SBC, 2024. p. 778–784. Disponível em: https://doi.org/10.5753/sbbd.2024.243154.
MUNTINGA, D. G.; MOORMAN, M.; SMIT, E. G. Introducing COBRAs. International Journal of Advertising, v. 30, n. 1, p. 13–46, 2011. Disponível em: https://doi.org/10.2501/IJA-30-1-013-046.
NEKMAHMUD, Md. et al. Transforming consumers’ intention to purchase green products: Role of social media. Technological Forecasting and Social Change, v. 185, p. 122067, 2022. Disponível em: https://doi.org/10.1016/j.techfore.2022.122067.
NGO, T. T. A.; BUI, C. T.; CHAU, H. K. L.; TRAN, N. P. N. Electronic word-of-mouth (eWOM) on social networking sites (SNS): Roles of information credibility in shaping online purchase intention. Heliyon, v. 10, n. 11, p. e32168, 2024. Disponível em: https://doi.org/10.1016/j.heliyon.2024.e32168.
PANOPOULOS, A. et al. Influencing green purchase intention through eco labels and user-generated content. Sustainability, v. 15, n. 1, p. 764, 2022. Disponível em: https://doi.org/10.3390/su15010764.
PEI, J. Digital Marketing and Consumer Behaviour: The Role of Social Media in Decision-making. Advances in Economics, Management and Political Sciences, v. 137, n. 1, p. 34–38, 2024. Disponível em: https://doi.org/10.54254/2754-1169/2024.18607.
PHUONG, N. Van et al. The role of social media on green food consumption intention in Hanoi, Vietnam. Agris On-Line Papers in Economics and Informatics, v. 16, n. 2, p. 107–120, 2024. Disponível em: https://doi.org/10.7160/aol.2024.160208.
PNUMA. Global Environment Outlook 6. UNEP – UN Environment Programme, 2019. Disponível em: https://www.unep.org/resources/global-environment-outlook-6. Acesso em 12 ago.2025.
RAMKISSOON, H.; GRAHAM SMITH, L. D.; WEILER, B. Testing the dimensionality of place attachment and its relationships with place satisfaction and pro-environmental behaviours: A structural equation modelling approach. Tourism Management, v. 36, p. 552–566, 2013. Disponível em: https://doi.org/10.1016/j.tourman.2012.09.003.
RANGEL, É. B. et al. Impacto da COVID-19 na produção científica: Um alerta para a disparidade de gêneros. Brazilian Journal of Transplantation, v. 24, n. 3, 2021. Disponível em: https://doi.org/10.53855/bjt.v24i3.422.
SALMAN SHAMSI, M.; NARULA, S.; SHARMA, A. Does environmental awareness via SNSs create sustainable consumption intention among the millennials? Journal of Content Community and Communication, v. 15, n. 8, p. 100–116, 2022. Disponível em: https://doi.org/10.31620/JCCC.06.22/08.
SAKSHI; TANDON, U.; ERTZ, M.; BANSAL, H. Social vacation: Proposition of a model to understand tourists’ usage of social media for travel planning. Technology in Society, v. 63, p. 101438, 2020. Disponível em: https://doi.org/10.1016/j.techsoc.2020.101438.
SEVERO, E. A. et al. Influence of the COVID-19 pandemic on the use of social media on awareness’ socio-environmental and sustainable consumption: Consolidating lessons from the pandemic. Environmental Development, v. 46, p. 100865, 2023. Disponível em: https://doi.org/10.1016/j.envdev.2023.100865.
SILVA, S. B. E.; SANTOS, J. J. A. dos. A influência das mídias sociais no processo de decisão de compra: uma revisão integrativa. Entrepreneurship, v. 4, n. 1, p. 8–16, 2020. Disponível em: https://doi.org/10.6008/CBPC2595-4318.2020.001.0002.
TEERADA, C.; SUPICHA, V.; SYDNEY, C. The influence of social media influencers (SMI) on the pro-environmental behavior of Thai Generation Y regarding the purchase of electric vehicles. ABAC Journal, v. 43, n. 2, p. 77–91, 2023. Disponível em: https://doi.org/10.14456/abacj.2023.16.
WIBOWO, A. et al. Customer behavior as an outcome of social media marketing: The role of social media marketing activity and customer experience. Sustainability, v. 13, n. 1, p. 189, 2020. Disponível em: https://doi.org/10.3390/su13010189.
WU, M.; LONG, R. How does green communication promote the green consumption intention of social media users? Environmental Impact Assessment Review, v. 106, p. 107481, 2024. Disponível em: https://doi.org/10.1016/j.eiar.2024.107481.
Downloads
Publicado
Versões
- 2025-12-16 (2)
- 2025-12-16 (1)
