From Likes to Lives: How Social Media Shapes Sustainable Consumption Choices

ABSTRACT This research investigates how participation in two large international online communities (one on Facebook, the other on Reddit) focused on exchanging advice on eco‐friendly living is associated with behavioral shifts toward sustainable consumption (SC) among their members. Results indicate that increased social media engagement is associated with positive changes in SC. This relationship is mediated by both intrinsic and extrinsic motives for sustainable behavior, and moderated by homophily—the degree of perceived commonality between an individual and fellow group participants. Furthermore, the analytical model considers the impact of individuals' environmental views and their demographical attributes, encompassing sex, age, income level, educational background, and the length of their affiliation with the social network. This study finds that the sense of shared identity with other community members (homophily) stands out as the most critical element in fostering SC changes. The social dynamics addressed in this research are relevant not only for SC‐themed groups but also for business‐managed brand communities.