Beyond Green Claims: How Different Content and Visual Media Shape Sustainability Communication on Social Media Platforms
Beyond Green Claims: How Different Content and Visual Media Shape Sustainability Communication on Social Media Platforms

Summary/Abstract: Purpose: This study examines the types of green marketing content that drive consumer engagement onsocial media, focusing on content categories, visual media effectiveness, and platform-specific strategies.Design/methodology/approach: Employing a mixed-method content analysis, the research analysed3,138 posts from six FMCG companies’ corporate accounts on Facebook and X (formerly Twitter) overone year. Posts were coded for green marketing relevance, content type, visual media, and engagementmetrics (likes, comments/replies, shares/reposts).Findings: Green marketing content, comprising 38.4% of posts, outperformed non-green content inengagement across all metrics. Content highlighting environmentally responsible practices and greenproduct promotion drove the highest interaction, with videos being the most effective visual medium.Platform-specific differences revealed X favoured environmental news while Facebook emphasized pro-duct promotion.Research limitations/implications: The study excludes posting timing, frequency, and sentiment ana-lysis, and focuses solely on company-generated content. Future research should explore cross-industryapplicability, user-generated content, and sentiment dynamics.Originality/value: This paper introduces a novel four‑category classification of green marketing con-tent, empirically evaluates platform‑specific engagement patterns, and offers actionable insights forbusinesses to refine sustainable communication strategies on social media.

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