Abstract

The growing urgency of environmental sustainability and the penetration of digital media have significantly reshaped consumer behavior in the digital era. Social media has evolved beyond a communication tool into an ecosystem that shapes consumers’ psychological constructions through parasocial interactions with influencers, engagement in online communities, and trust-based information sharing. This systematic literature review aims to explore how digital communication and marketing strategies influence consumers’ attitudes and behaviors toward sustainable products. Using the Watase Uake database, 403 Scopus-indexed articles were initially identified. The selection process followed the PRISMA 2020 protocol, resulting in 54 final articles published between 2020 and 2025 that met the inclusion criteria. Thematic synthesis reveals three dominant research streams: (1) the role of social media in shaping sustainability awareness and consumer perception, (2) the effect of digital engagement such as e-word-of-mouth and green influencers on green purchase behavior, and (3) the integration of digital marketing communication to promote sustainable consumption. This review highlights the growing academic and practical importance of understanding digital engagement in fostering pro-environmental behavior, while identifying research gaps related to platform effectiveness, demographic variations, and theoretical frameworks.