From Impulsive Consumption to Sustainable Choice: Social Media Marketing and the SDG 12 Agenda

Abstract

This study examines the relationship between social media driven impulsive consumption and responsible consumption objectives under Sustainable Development Goal 12, with specific reference to India. Secondary and archival data has been used in this study and analyses have been carried out to identify the trends in digital connectivity and material consumption and also to understand sustainability pressures linked to expanding online consumption. The findings show that rising internet penetration in India is accompanied by increasing material resource use, indicating growing consumption intensity. At the same time, major digital platforms have introduced transparency and responsible marketing initiatives, although these remain largely voluntary. The study highlights the resulting gap between rapid digital consumption growth and sustainability objectives and discusses the role of policy and marketing frameworks in guiding digital choice environments toward sustainable consumption. By linking platform-driven marketing practices with macro-level SDG 12 indicators, the study offers a policy-oriented perspective on digital consumption sustainability in emerging economies. The paper concludes that coordinated efforts among regulators, platforms, and marketers are necessary to support responsible digital consumption and long-term environmental sustainability.