Year: 2025
Type: article
Study design: Observational Study
Abstract: This study analyzes digital communities of sustainable consumption in Ecuador, focusing on Instagram (67.2%) and TikTok (23.4%), with a predominance of young people under 25 years old. Through a questionnaire to 1967 participants and quantitative analysis, it identifies patterns of participation, interaction and tensions between emotional virality and critical depth in ecological communication. It concludes that digital sustainability is a visual, generational and communitarian phenomenon, essential to design effective communicative and educational strategies, and highlights the importance of future qualitative research to deepen shared motivations.
DOI: 10.71112/f7hqkq17
Institution: Central University of Ecuador
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4413241610