This research explores how social media influences environmental awareness, perceptions of environmental responsibility, and aspirations toward sustainable consumption among consumers in Tunisia. Using a qualitative approach, the study involved semi-structured, in-depth interviews with 15 social media users—including students, professionals, and retirees—who regularly engaged with sustainability-related content. Participants were selected through purposeful sampling to ensure a variety of ages, genders, and professional backgrounds, capturing a broad spectrum of viewpoints. Findings show that social media plays a pivotal role in shaping sustainability-related knowledge and behaviors, with different platforms serving unique functions: Instagram fosters aspirational consumption, Facebook encourages interactive community engagement, and YouTube acts as a primary source of educational content. Despite these influences, challenges such as the high price of sustainable products and limited community backing continue to impede the translation of awareness into concrete behavioral changes. The study also identifies reliable information and community-focused initiatives as crucial drivers for adopting sustainable practices. By offering insights into platform-specific effects, this research advances the field of digital sustainability and provides actionable guidance for policymakers and marketers addressing socio-economic barriers. Future research should examine the enduring effects of social media on sustainable behaviors and investigate the potential of newer platforms like TikTok to promote sustainability advocacy.
