Green Advertising on Social Media: A Systematic Literature Review

Evangelia Ktisti (), Leonidas Hatzithomas and Christina Boutsouki
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Evangelia Ktisti: Department of Economics, Aristotle University of Thessaloniki, University Campus, 54124 Thessaloniki, Greece
Leonidas Hatzithomas: Department of Business Administration, University of Macedonia, Egnatias 156, 54636 Thessaloniki, Greece
Christina Boutsouki: Department of Economics, Aristotle University of Thessaloniki, University Campus, 54124 Thessaloniki, Greece

Sustainability, 2022, vol. 14, issue 21, 1-25

Abstract: Consumer interest in environmental protection has grown in recent decades, alongside a shift in companies’ strategies to embrace a greener way of doing business. Green advertising is rapidly expanding and gaining popularity. With more and more consumers being actively involved in social media searching and purchasing products, social media advertising is transformed into a principal way of communication. Although prior research has addressed green marketing and advertising, their presence in social media has been largely neglected. Based on a systematic review approach, the present study addresses recent trends and developments in green advertising on social media. We used PRISMA for the systematic review of eighty-one articles published between 2011 and 2022. Green advertising content, and greenwashing in particular have attracted significant research interest. Green skepticism and the role of generations are gaining popularity. The descriptive analysis provides article, author, and journal-related information (i.e., citations, year of publications, journals, etc.). This systematic literature review reports the trends in the topic, highlights existing research gaps, and suggests future research avenues. Research and managerial implications are discussed.

Keywords: green advertising; consumer behavior; social media; systematic literature review (SLR); research agenda; citation; greenwashing (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (4)

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