E-Commerce as A Catalyst for Green Consumerism: Female Buying Behavior in the Era of Social Media Marketing

This study explores the role of e-commerce as a transformative catalyst in promoting green consumerism, with a specific focus on female consumers’ buying behavior in the era of social media marketing. As sustainability becomes a growing concern, green cosmetics are witnessing rising adoption. Social media platforms and digital marketplaces play a vital role in influencing perceptions, awareness, and purchase decisions. This paper draws on secondary literature, surveys, and consumer behavior theories to examine how e-commerce integrates social media marketing to create awareness, shape preferences, and enhance trust in green products. Findings suggest that women consumers are highly responsive to eco-branding, peer reviews, influencer endorsements, and convenience-driven online shopping. The paper concludes with recommendations for marketers to leverage e-commerce and social media synergy in building long-term consumer loyalty toward sustainable products.