Sustainable Green Customers’ Engagement through Social Media for Business Development

In line with the Sustainable Development Goals given by United Nations, many countries are now working to integrate environmental consideration into the business decision-making process to amplify economic growth along with sustainable environmental protection. Hence, organizations have begun to adopt an environmental-friendly business process. However, it can be safe to state that any sustainable success of these ‘greening’ activities could be impossible without engaging and involving customers in the business process. Many companies started this strategy through different media, including social media. But, Sustainable Green Customer Engagement through social media is still an elusive term for the industry. There are questions around what would work for Sustainable Green Customer Engagement that requires scholarly effort. Hence, the primary aim of this study was to provide an in-depth understanding of this fundamental issue and then propose an appropriate implication of SGCE. There is a significant gap in the literature of SGCE, especially in the social media platform. The thematic analysis from this study will assist researchers in understanding the managing process of SGCE towards further development. Moreover, the implication from this study can help the organizations and policymakers to strategize enhancing greening initiatives, which eventually will improve environmental awareness and social wellbeing.