Abstract:

The significant role of contemporary companies are responsibility to educate customers and promote sustainable consumption. Companies’ roles in supporting sustainable development are to inform, raise awareness, educate and change consumers’ behaviour towards sustainability, environmental and social responsibility, because individuals can contribute significantly to achieving  sustainability goals by adopting sustainable consumption patterns. Promotion of sustainability idea supports alternative consumption patterns, increase consumers’ knowledge and awareness connected with environmental and social problems, change consumption and purchase behaviors, and  enhance acceptance level of sustainable consumption. Despite the increasing relevance of social media there is a lack of research literature that investigates the importance of its effect and impact on consumers purchase behavior, regarding sustainable products, brands and services. This study explores the exploitation of consumer knowledge regarding sustainability, gained from social media while making purchase decision about a particular product or brand. Additionaly, the influence of social media marketing on consumer behaviors and consumption patterns has been explored.  The objective of this research is to explain how social media impact on consumer decision making process and influence consumer's choices, beliefs and behavior when it comes to sustainable products, brands and consumption patterns. In order to achieve the stated objective, a questionnaire was created and the obtained data was analyzed using a regression analysis. The results confirm  a significant positive association between sustainability promotion in social media and consumer sustainable consumption behaviors as a result of increasing sustainability awareness.