As consumers become more environmentally conscious, firms increasingly adopt eco-friendly methods and green advertising campaigns. Social media has become a crucial communication platform due to the rising popularity of online product exploration and purchasing. While green marketing is well-studied, its implementation and communication on social media are under-researched. This study examines how leading global corporations strategically convey their sustainable marketing strategies through social media. Using a mixed-methods approach, including netnography of 120 blogs and social media platforms and eleven in-depth interviews with industry professionals, the research reveals that companies use various social media strategies, employing terms such as Global Warming and Eco Labeling to effectively communicate their environmental goals. These messages significantly influence customer purchasing behaviors, steering them toward companies with strong green marketing strategies. The study offers an innovative framework, integrating insights into the strategic use of social media in green marketing and its impact on customer behavior.

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Green marketing,Social media,Green marketing strategies,Communication process,Green marketing promotion,Green performance

• Economia e Gestão - Ciências Sociais