Analysing The Role Of Social Platforms In Promoting Eco-Friendly Products And Sustainable Consumer Behaviour
Shaline Samuel & Yazin Sangeeth Harold, BA LLB, St. Joseph’s College of Law, Bangalore
ABSTRACT
The increasing global shift towards sustainable and eco-friendly products has inspired a surge in demand for nature-inspired organic beauty products, including animal-free and environmentally conscious alternatives. The Indian market is no exception to this trend, with a considerable portion of consumers willing to pay a premium for sustainable products and expecting to increase spending on planet-friendly brands. To address the growing demand for eco- friendly products and promote environmental sustainability, the Indian government introduced the Eco Mark, a voluntary certification issued by the Bureau of Indian Standards (BIS) to indicate products that comply with India's ecology requirements. The research also delves into the role of social media in influencing the usage of Eco Mark products. Social media has emerged as a powerful tool in shaping consumer behaviour and marketing strategies. It directly impacts purchasing decisions by integrating social interactions and capturing consumers' attention. These environmental social media stars have emerged as effective change agents, utilising their platforms to inspire and educate others on the need of environmental conservation. Their commitment, inventiveness, and ability to connect with audiences have propelled them to the forefront of the fight against climate change and other environmental challenges. Let us continue to support and magnify their voices as they negotiate the ever- changing landscape of social media, paving the way for a greener, more sustainable future for all of us.
Keywords: Eco mark, Environmental awareness, Social Media effect, Influencers role
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