Alkha ib, Sewa ; Kelle , Ve onika; Kecskés, Pe a
A icle
T ends o using social media o he g een labelling o
mode n mobile phones
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T ends o using social media o he g een
labelling o mode n mobile phones
Sewa Alkha ib, Ve onika Kelle & Pe a Kecskés
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2024, VoL. 11, no. 1, 2373357
T ends o using social media o he g een labelling o mode n
mobile phones
sewa alkha iba , Ve onika kelle b and Pe a kecskésc
aDoc o al school o Regional and Business adminis a ion, széchenyi is án uni e si y, győ , Hunga y; bDepa men o
Co po a e Leade ship and Ma ke ing, széchenyi is án uni e si y, győ , Hunga y; cDepa men o in e na ional s udies and
Communica ion, széchenyi is án uni e si y, győ , Hunga y
ABSTRACT
his s udy explo es con empo a y p ac ices by h ee majo companies, samsung, apple
and huawei, o p omo e he en i onmen ally iendly a ibu es o mobile phones by
u ilizing social media pla o ms. he esea ch employs a combina ion o li e a u e
e iew and da a analysis o in es iga e he s a egies used by hese companies in
ad e ising hei en i onmen al ini ia i es on popula social media pla o ms such as
Facebook, ins ag am, You ube and wi e . he indings unde sco e he inc easing
signi icance o social media in he ealm o g een labelling ini ia i es. he s udy e eals
he po en ial o social media o enhance cus ome awa eness and in luence pu chasing
beha iou in he dynamic mobile phone sec o . he a icle ecommends u he esea ch
in his domain o guide manu ac u e s in o mula ing e ec i e s a egies amid he
e ol ing landscape o he mobile phone indus y.
1. In oduc ion
social media pla o ms and digi al ma ke ing a e now essen ial ools businesses use o ma ke hei
goods and se ices. also, social media pla o ms a e p og essi ely ocused on gaining a p o ound unde -
s anding o he use s, esponding o hei di e se moods, whims and desi es wi h heigh ened dedica ion.
Mobile phone companies ac i ely p omo e hei en i onmen ally iendly p oduc s h ough social media
and digi al ma ke ing, in es ing in g een echnology, manu ac u ing echniques and ma e ials o mini-
mize hei ca bon oo p in and enhance sus ainabili y in esponse o en i onmen al conce ns.
companies o e en i onmen ally iendly ea u es like biodeg adable cases, ene gy-e icien cPUs and
ecyclable packaging o a ac en i onmen ally conscious cus ome s. Ye , mo e han p oducing en i on-
men ally iendly p oduc s is needed. Mobile phone i ms mus e ec i ely communica e he bene i s o
hei en i onmen ally iendly goods, u ilizing social media and digi al ma ke ing channels, which each
5.07 billion ac i e social media use s and o e 5.44 billion ac i e in e ne use s combined, as o ap il
2024; hese pla o ms ep esen a subs an ial oppo uni y o mobile phone businesses o expand hei
cus ome base and imp o e cus ome engagemen (B yła e al., 2022).
he s udy explo es con empo a y p ac ices by h ee majo companies, samsung, apple and huawei,
o p omo e he en i onmen ally iendly a ibu es o mobile phones by u ilizing social media pla o ms.
his objec i e guides he esea ch owa ds examining speci ic s a egies employed by hese companies
in p omo ing en i onmen ally iendly mobile phones h ough social media. By examining he p ac ices
o majo mobile phones companies his esea ch o e s esh pe spec i es on how hese indus y leade s
u ilize social media o ma ke ing hei en i onmen ally iendly ini ia i es. hese insigh s con ibu e o
© 2024 he au ho (s). Published by in o ma uK Limi ed, ading as aylo & F ancis g oup
CONTACT sewa alkha ib sewa .alkha ib@ou look.com Doc o al school o Regional and Business adminis a ion, széchenyi is án
uni e si y, győ , Hunga y.
h ps://doi.o g/10.1080/23311975.2024.2373357
his is an open access a icle dis ibu ed unde he e ms o he C ea i e Commons a ibu ion License (h p://c ea i ecommons.o g/licenses/by/4.0/), which
pe mi s un es ic ed use, dis ibu ion, and ep oduc ion in any medium, p o ided he o iginal wo k is p ope ly ci ed. he e ms on which his a icle has been
published allow he pos ing o he accep ed Manusc ip in a eposi o y by he au ho (s) o wi h hei consen .
ARTICLE HISTORY
ecei ed 23 Janua y 2024
e ised 29 May 2024
accep ed 23 June 2024
KEYWORDS
g een ma ke ing;
sus ainabili y; digi al
ma ke ing; g een
p oduc s; social media
REVIEWING EDITOR
elika ko d os ami, owan
Uni e si y oh e college
o Business, Uni ed s a es
SUBJECTS
in e ne ; Digi al
Ma ke ing; e-Ma ke ing;
Ma ke ing; sus ainabili y
2 s. alkha iB e al.
he exis ing li e a u e by emphasizing he impo ance o le e aging social media e ec i ely in ma ke ing
e o s wi hin he mobile phone indus y, he ho ough examina ion o con en , images and sen imen
in a ious ad e isemen s can p o ide esea che s and companies wi h aluable insigh s when hey aim
o p omo e en i onmen ally iendly p oduc s.
Mobile phone manu ac u e s can use digi al ma ke ing and social media o highligh he en i onmen-
al bene i s o hei p oduc s, p omo ing sus ainabili y and showcasing hei commi men o social
esponsibili y.
in e ms o me hodology, he esea ch ocused on in es iga ing he use o social media pla o ms
(Facebook, ins ag am, You ube and wi e ) o p omo e mobile phones as en i onmen ally iendly p od-
uc s. his in ol ed a comp ehensi e li e a u e e iew o es ablish a heo e ical ounda ion and iden i y
key concep s and a iables. addi ionally, obse a ion o social media in e ac ions was conduc ed o
ga he empi ical da a and gain insigh s in o he eal-wo ld p ac ices o mobile phone manu ac u e s in
p omo ing mobile phones as an en i onmen ally iendly p oduc . he analysis o he con en , images
and cus ome e iews on he social media pla o ms was conduc ed h ough a mul i ace ed app oach,
including comp ehensi e con en analysis and image analysis.
g een ma ke ing is cen al o he mobile phone indus y. i emphasizes en i onmen ally iendly p od-
uc s wi h ea u es like ecyclable packaging and biodeg adable cases. his app oach includes modi ying
p oduc s, al e ing he p oduc ion p ocess, making changes o packaging and adjus ing ad e ising s a -
egies (Dela ooz & a min goli, 2015). collabo a ion wi h en i onmen al o ganiza ions shows a commi -
men o social esponsibili y. Mobile phone companies use social media and digi al ma ke ing o engage
en i onmen ally conscious cus ome s. hey p omo e en i onmen ally iendly de ices and suppo
b oade sus ainabili y ini ia i es (Polonsky, 1994).
P omo ing en i onmen ally iendly phones is essen ial. i add esses en i onmen al conce ns and
educes he mobile phone indus y’s ca bon oo p in . hese phones mi iga e he nega i e impac s o
manu ac u ing, usage and disposal, con ibu ing o en i onmen al p ese a ion. addi ionally, p omo ing
en i onmen ally iendly phones enhances a company’s b and image and ma ke sha e, making i bo h
an economic and ecological necessi y (shwu-ing & Yen-Jou, 2014).
his a icle del es in o how mobile phone manu ac u e s use social media and digi al ma ke ing o
p omo e en i onmen ally iendly p oduc s. We will explo e me hods o con ince cus ome s o en i on-
men al bene i s, hei impac on pu chasing beha iou and challenges businesses ace in le e aging
social media o en i onmen ally iendly p omo ion, along wi h po en ial solu ions.
1.1. O e iew o g een ma ke ing
Digi al ma ke ing uses elec onic de ices and digi al communica ion channels (mainly he in e ne o
ex messages) o engage wi h and pe suade po en ial cus ome s o buy goods (loewenbe g, 2015).
Digi al ma ke ing is now a powe ul ool o connec ing wi h consume s, conduc ing ma ke esea ch
and unde s anding consume p e e ences and demog aphics. hanks o au oma ion, ma ke esea ch is
mo e e ec i e and cos s a e lowe , bene i ing bo h companies and consume s (nada aja e al., 2013). as
cus ome s engage wi h he company h ough digi al channels, i p omp s he company o acknowledge
he signi icance o documen ing hese in e ac ions and e alua ing pe o mance, se ing as a aluable
e e ence o shaping e ec i e ma ke ing s a egies (Feb iyan o o, 2020).
he idea o ‘g een’ is ega ded as an ex eme phenomenon compa ed o he 1960s a emp o main-
ain an en i onmen ally conscious li es yle, which included he concep o g een in consume pu chasing
habi s. his idea has signi ican ly changed oday’s ma ke ing ac i i ies and is used globally (Mukonza
e al., 2021). in he ea ly 1970s, he s udy o en i onmen al condi ions’ impac on ma ke ing ac i i ies
began wi h he p ima y goal o iden i ying en i onmen ally conscious consume s, in eg a ing en i on-
men al p inciples in o ma ke ing p ocedu es and p omo ing ecycling o encou age indus ial socie ies
o adop en i onmen ally iendly beha iou pa e ns (Öz ü k, 2020).
g een ma ke ing o e s nume ous bene i s, such as enhancing b and ecogni ion and consume us ,
educing cos s h ough en i onmen ally iendly p ac ices, mee ing he g owing demand o sus ainable
p oduc s, gaining a compe i i e edge and p omo ing sus ainable consump ion o socie al and en i on-
men al bene i (nadioo & Ve ma, 2019).
cogen BUsiness & ManageMen 3
Despi e ini ial challenges, he long- e m adop ion o g een ma ke ing in i ms yields posi i e impac s.
global ules and egula ions a e essen ial o ans o m he business landscape and comba pollu ion.
Widesp ead ecycling and ene gy e iciency should become sys ema ic p ac ices. o ganiza ions’ en i on-
men al commi men s in luence supplie s. consume s and indus ial buye s push o in eg a ing ecologi-
cal conside a ions in o co po a e cul u e o minimize impac s (chop a, 2015). g een ma ke ing aces
se e al challenges. hese include low cus ome awa eness, high &D cos s and mee ing en i onmen al
s anda ds. issues like g eenwashing and complex supply chains also pose di icul ies. o o e come hese
hu dles, s a egies should ocus on cus ome educa ion, inno a ion, anspa ency and collabo a i e alue
chain e o s (Mi yala & eddy, 2015).
Fu u e ends in g een ma ke ing include consume p e e ences o sus ainabili y, en i onmen ally
iendly p oduc s and anspa en g een claims. echnology-enabled en i onmen al moni o ing, indus y
collabo a ion, ci cula economy concep s and egula o y compliance a e also c ucial. hese ends high-
ligh shi ing consume p e e ences and he g owing impo ance o en i onmen al s ewa dship
(Babu, 2021).
1.2. Digi al ma ke ing
Wi h o e 5 billion use s globally, mobile phones a e essen ial o businesses selling goods and se ices.
hese de ices se e as c ucial channels o digi al ma ke ing, enabling companies o connec wi h hei
a ge ma ke any ime and anywhe e.
Digi al ma ke ing in ol es ma ke ing p oduc s o se ices using digi al echnologies, mainly on
he in e ne , bu also including mobile phones, displays, ad e ising and o he digi al mediums
(Desai, 2019).
oday, digi al ma ke ing is c ucial. i uses online pla o ms o each consume s, boos b and awa e-
ness, enable cus omized in e ac ions and in o m da a-d i en decisions. a s ong online p esence is i al
o g ow h, compe i i eness and measu able esul s as consume s inc easingly u n o digi al media
(singade, 2022). Digi al ma ke ing employs di e se ac ics o engage online audiences, such as seo, PPc,
social media, email, con en and mobile ma ke ing. Pla o ms like Facebook and ins ag am ha e become
o midable i als o adi ional ma ke ing channels, including ad e ising and di ec sales (Jib il e al,
2019). hese e o s enhance isibili y, a ge ads, os e connec ions, p o ide in o ma ion and each use s
on mobile de ices. hey aim o boos b and ecogni ion and websi e a ic, gene a e leads and d i e
con e sions o company expansion (saleem & siddik, 2021). echnology and e ol ing consume beha -
io shape he digi al ma ke ing landscape, inco po a ing new echnologies, audio- isual con en and
social media in luence s. Ma ke e s mus be lexible, up- o-da e and agile o engage hei a ge audi-
ence e ec i ely. his dynamic en i onmen o e s oppo uni ies and challenges, equi ing c ea i i y and
da a-d i en s a egies o s ay compe i i e (Wadhan & kuma , 2023). Many s udies ha e discussed he
challenges in digi al ma ke ing and sus ainabili y; hose challenges we e iden i ied in he s udy o
Diez-Ma in e al. (2019), as cus ome o ien a ion and alue p oposi ion, digi al consume beha iou , dig-
i al g een ma ke ing, compe i i e ad an age, supply chain and capabili ies.
1.3. Me hods o digi al g een ma ke ing
in es men s and usage o digi al g een ma ke ing a e p e alen ac oss many sec o s. a gon and Ma ia
(2021) highligh he impo ance o g een in es men s in ou ism, educing ai pollu ion and emissions
wi hou signi ican ly impac ing nonene gy p oduc s.
g een ma ke ing is i al o Bangladesh’s ou ism sec o g ow h. he go e nmen and businesses col-
labo a e on long- e m eco ou ism plans, in es ing in eco- anspo a ion, eco ou ism zones and g een
in as uc u e. his p omo es eco ou ism, o ganic es au an s and ecycling ou ism p oduc s.
Fo logis ics o ganiza ions, g een me hods and digi al ma ke ing s a egies o ic s educe en i-
onmen al haza ds by lowe ing emissions and pollu ion. his leads o ma ke sha e gains and cos
ad an ages. he epo also emphasizes in eg a ing digi al sys ems wi h g een policies (ko ucuk
e al., 2022).
4 s. alkha iB e al.
1.4. Social media and ma ke ing
social media ma ke ing is c ucial oday, wi h billions using hese pla o ms daily. Businesses engage audi-
ences, ad e ise and in e ac in eal- ime, bene i ing om b oad each, a o dabili y and cus ome loyal y
(odedi an, 2020).
social ne wo king ans o ms ad e ising by connec ing businesses wi h a la ge audience and engag-
ing cus ome s in eal- ime.
While achie ing ze o en i onmen al impac is a lo y goal, en i onmen ally iendly p oduc s aim o
conse e esou ces, educe pollu ion and minimize was e. s eng hening sus ainable consump ion habi s
is c ucial o educing en i onmen al deg ada ion and p omo ing e hical consump ion (g ubo e al., 2017).
Digi al g een ma ke ing uses social media o each a b oad audience, engage in eal- ime and a ge
ad e ising e ec i ely. i p omo es en i onmen ally iendly p oduc s and builds b and loyal y by sha ing
educa ional con en . hese pla o ms help o ganiza ions communica e hei commi men o sus ainabili y
(Pa k e al., 2021).
1.5. T ends and pa e ns
sus ainabili y is c ucial in ma ke ing as businesses adop en i onmen ally iendly s a egies due o ising
en i onmen al awa eness. Digi al ma ke ing p omo es sus ainabili y and en i onmen ally iendly p od-
uc s, engaging en i onmen ally conscious consume s (Mak idou, 2021). highligh ing en i onmen al ben-
e i s on digi al pla o ms encou ages sus ainable choices (Zia, 2012).
Wi h g owing compe i ion, b and de elopmen is essen ial. ako e al. (2022) inds ha en i onmen al
disclosu e, g een inno a ion, g een alliances and p omo ions signi ican ly impac b and de elopmen o
Uk manu ac u ing i ms, while social media ma ke ing has minimal in luence.
Mobile phone companies mee he demand o en i onmen ally iendly p oduc s by using digi al
ma ke ing, especially social media, o p omo e hei g een p oduc s and ini ia i es (ali & ahmad, 2012).
consume s seek g een op ions, so businesses mus o e en i onmen ally iendly solu ions and sha e
hei e o s o enhance b and epu a ion and a ac clien s (Za nikau, 2003).
2. Ma e ials and me hods
he me hodology was ocused on in es iga ing he use o social media pla o ms (Facebook, ins ag am,
You ube and wi e ) o p omo e mobile phones as en i onmen ally iendly p oduc s o h ee compa-
nies (samsung, apple, huawei). he esea ch p ocess in ol ed a comp ehensi e li e a u e e iew o
es ablish a heo e ical ounda ion and iden i y key concep s and a iables. in addi ion, obse a ion o
social media in e ac ions was conduc ed o ga he empi ical da a and gain insigh s in o he eal-wo ld
p ac ices o mobile manu ac u e s in p omo ing mobile phones as a g een p oduc .
2.1. Sample size and da a collec ion
he analysis included a sample size o 10 pos s and images om each company’s social media pla o ms.
P o iding a subs an ial da ase o unde s and hei p omo ional s a egies. addi ionally, 50 cus ome
e iews om each company we e analyzed o complemen he indings om pos s and images. his
app oach ensu ed a comp ehensi e unde s anding o he companies’ g een ma ke ing e o s on
social media.
2.2. Analysis me hods
he con en , images and cus ome e iews on he social media pla o ms o he h ee companies we e
analysed h ough a mul i ace ed app oach:
he analysis was guided by p ede ined ca ego ies de i ed om a simpli ied ep esen a ion o he
model employed o analyse he social media p esence o he h ee companies. hese ca ego ies included:
cogen BUsiness & ManageMen 5
• con en s a egy: con en c ea ion and Dissemina ion (in o ma i e Pos s, es imonials, Use -gene a ed
con en , sus ainabili y ini ia i es)
• engagemen and in e ac ion: likes, commen s, sha es, di ec messages
• in luence Pa ne ships: social media use s’ connec ions, ollowe s, in luence s
• Use -gene a ed con en : P oduc in o ma ion accessibili y, c edibili y, use e iews (cus ome pos s,
e iews, images, ideos)
2.2.1. Reliabili y and alidi y
o ensu e he eliabili y and alidi y o he analysis me hods, se e al measu es we e implemen ed:
• in e -code eliabili y: al hough he analysis was conduc ed by a single esea che , a igo ous p o-
cess was ollowed o main ain consis ency and objec i i y. a de ailed coding manual was de eloped
based on he p ede ined ca ego ies, p o iding clea de ini ions and examples o each ca ego y. his
manual guided he coding p ocess and minimized subjec i e in e p e a ions.
• Pilo es ing: an ini ial pilo es was conduc ed on a small sample o pos s and images using he
p ede ined ca ego ies. his pilo es helped e ine he coding p ocess and ensu ed ha he ca ego-
ies we e comp ehensi e and ele an o he s udy’s objec i es.
• Documen a ion: De ailed documen a ion o he coding p ocess, including he coding manual and
pilo es esul s, was main ained h oughou he s udy. his documen a ion ensu ed anspa ency
and eplicabili y o he s udy’s indings.
2.3. Analysis echnique
1. a comp ehensi e con en analysis me hod was employed o assess he ex ual and isual elemen s o
he pos s.
2. an image analysis echnique was used o sc u inize he isual con en , ocusing on design, aes he ics
and b and messaging.
3. cus ome e iews we e analysed h ough sen imen analysis ools, p o iding insigh s in o he public’s
pe cep ions and eedback on he companies’ p oduc s and se ices.
2.4. Resea ch design o e iew
he p ocess o he esea ch is shown in Figu e 1.
3. Analysis and discussion
his sec ion explo es and analyses he mos popula social media pla o ms (Facebook, ins ag am,
You ube & wi e ). By un a elling he in icacies o his in luen ial pla o m, we gain aluable insigh s
in o i s po en ial o p omo ing en i onmen ally iendly p oduc s and i s signi icance o businesses,
indi iduals and communi ies.
as o ap il 2023, he global digi al landscape saw signi ican g ow h, wi h 5.18 billion in e ne use s
(64.6% o he wo ld’s popula ion) and 4.8 billion people (59.9% o he global popula ion) ac i e on
social media. he in e ne is now a i al in o ma ion socie y, connec ing billions globally. no he n
eu ope leads in in e ne usage, while saudi a abia and he Uae boas 99% in e ne pene a ion.
con e sely, no h ko ea anks las globally wi h minimal in e ne usage. asia led in online use s wi h
2.93 billion, ollowed by eu ope wi h 750 million. gende dispa i ies we e e iden , wi h women making
up 63% o global use s, especially p onounced in a ab s a es and a ica. ages 15 o 24 showed he
highes global in e ne pene a ion, led by eu ope a 98%. income le el played a ole, wi h high-income
coun ies epo ing 92% in e ne usage, con as ing wi h 26% in low-income ma ke s. e e o Figu e 2
o he da a.
Facebook, owned by Me a Pla o ms, leads globally wi h 2.9 billion mon hly ac i e use s. Me a also
con ols Wha sapp, Facebook Messenge and ins ag am, each boas ing one billion o mo e mon hly
6 s. alkha iB e al.
use s. in Q4 2022, Facebook epo ed o e 3.7 billion mon hly co e Family p oduc use s. he Uni ed
s a es is a hub o many majo social ne wo ks.
o e all, social ne wo king si es a e es ima ed o each 3.96 billion use s in 2022, wi h con inued
g ow h an icipa ed as mobile de ice usage and social ne wo ks expand in p e iously unde se ed ma -
ke s. Figu e 3 ep esen s he da a p o ided.
3.1. Facebook
Facebook is a powe ul ool o eaching a la ge audience and sha ing de ailed con en , including images
and desc ip ions, which helps companies highligh hei sus ainabili y e o s.
Figu e 1. Resea ch design o e iew.
Figu e 2. numbe o in e ne and social media use s wo ldwide as o ap il 2013. (s a is a, 2023).
cogen BUsiness & ManageMen 7
3.1.1. Galaxy Z Flip 5 Pos
samsung p omo ed he galaxy Z Flip 5 wi h a pos highligh ing he phone’s sus ainabili y ea u es. he
pos was i led ‘Designed wi h he Plane in Mind’ and included an image and a de ailed desc ip ion o
he phone’s en i onmen ally iendly a ibu es, such as he ecycled ma e ials pe cen age. he pos , ea-
u ing g een hues and he mobile phone pic u e, ga ne ed signi ican engagemen wi h 5917 likes and
22 commen s. his allowed samsung o each bo h cu en and po en ial cus ome s, e ec i ely commu-
nica ing hei commi men o sus ainabili y.
3.1.2. Galaxy S23 Ul a Pos
samsung also sha ed a pos abou he galaxy s23 Ul a, showcasing i s sus ainabili y ea u es and ecycled
ma e ial pe cen ages. his pos ecei ed high engagemen wi h 10,387 likes and 79 commen s. h ough
de ailed image y and desc ip ions, samsung e ec i ely communica ed he en i onmen al iendly aspec s
o hei p oduc o hei audience, os e ing discussions and awa eness abou sus ainabili y.
3.1.3. Recycling campaign
Despi e huawei’s e o s o engage use s in ecycling hei old phones h ough a campaign o he
huawei P7 and P9, he esul s we e less han op imal. he campaign, which lacked explici en i onmen al
messaging o g een colo s, only ecei ed modes engagemen on Facebook, wi h 527 likes and 32 com-
men s. his indica es ha he campaign may no ha e e ec i ely esona ed wi h use s o mo i a ed
hem o pa icipa e in sus ainable p ac ices.
3.2. Twi e
wi e enables companies o quickly sha e upda es and achie emen s wi h hei ollowe s, os e ing
eal- ime engagemen and sp eading awa eness abou hei en i onmen al ini ia i es.
Figu e 3. Mos popula social ne wo ks wo ldwide as o Janua y 2023, anked by numbe o mon hly ac i e use s.
numbe s in millions (s a is a, 2023).
14 s. alkha iB e al.
social media use s conside accessibili y, c edibili y and use e iews when buying g een i ems (see
able 5). c ucial o huawei, samsung and apple, hey emphasize accessible in o ma ion, quick access o
p oduc de ails and eliance on o icial channels and in luence s o c edibili y. hese businesses ecog-
nize he impo ance o eadily a ailable in o ma ion, c edibili y and cus ome eedback in in luencing
consume choices o en i onmen ally iendly p oduc s.
D awing om he li e a u e e iew and indings, we can ela e ou obse a ions o exis ing heo e ical
amewo ks:
3.7.1. Theo y o planned beha io
his heo y sugges s ha consume a i udes owa ds g een p oduc s a e in luenced by social media’s
po ayal o he bene i s and ease o adop ing sus ainable p ac ices. he indings indica e ha in o ma-
i e con en on social media pla o ms can shape consume a i udes owa ds sus ainabili y, in luencing
hei pu chasing decisions.
3.7.2. Di usion o inno a ion heo y
acco ding o his heo y, social media plays a pi o al ole in accele a ing he adop ion o g een p oduc s
by a ge ing ea ly adop e s and in luence s. he widesp ead each and in luence o social media pla -
o ms enable he apid dissemina ion o in o ma ion abou en i onmen ally iendly p oduc s, os e ing
a cul u e o sus ainabili y among consume s.
3.7.3. In o ma ional social in luence heo y
social media se es as a powe ul ool o shaping consume beha io by showcasing g een ini ia i es
and p oduc s, he eby in luencing social no ms. he indings sugges ha consume s a e mo e likely o
Table 3. Engagemen and discussion insigh s on en i onmen ally iendly p oduc .
samsung apple Huawei
Le el o engagemen High in e ac ion.
Posi i e suppo om cus ome s
ac i e discussions.
s ong ad ocacy o he b and.
Raising awa eness abou he
en i onmen .
emphasis on en i onmen al
conse a ion ini ia i es.
na u e o discussion Feedback and sugges ions o
imp o emen s
en i onmen al campaigns and
calls o ac ion.
sha ing o sus ainable epo s and
in o ma ion.
sou ce: adap ed om au ho (Le el o engagemen and na u e o discussions).
Table 4. in luence pa ne ships and hei impac on company collabo a ions.
Company
in luence s pa ne ship
social media pla o m in luence example impac collabo a ion
samsung ins ag am @iamwellandgood showcasing samsung’s eco- iendly p oduc s, highligh ing
sus ainabili y ea u es and engaging he audience.
apple ins ag am @lee omame ica P omo ing apple’s en i onmen al ini ia i es, sha ing expe iences wi h
ecycling p og ams and enewable ene gy e o s.
Huawei You ube @unbox he apy Re iewing and p omo ing Huawei’s eco- iendly sma phones,
emphasizing sus ainable manu ac u ing p ac ices.
sou ce: adap ed om au ho (in luence s pa ne ship and hei celeb a ion impac ).
Table 5. analysis o use -gene a ed con en and p oduc in o ma ion.
Company
use -gene a ed con en
P oduc in o ma ion and accessibili y C edibili y use e iews on social media pla o ms
samsung easy access h ough o icial channels and
p oduc pages
Rein o ced by b and epu a ion Valuable insigh s in luencing pu chase
decisions
apple Readily a ailable on social media pla o ms
and he o icial websi e
s ong b and epu a ion in luen ial use -gene a ed con en and
ecommenda ions
Huawei accessible h ough o icial b and channels
and in luence s
Rein o ced by commi men o
sus ainabili y
engaging use -gene a ed con en and
e iews
sou ce: adap ed om au ho (use -gene a ed con en ).
cogen BUsiness & ManageMen 15
adop sus ainable p ac ices when hey pe cei e hem as socially desi able, a pe cep ion o en shaped by
he con en hey encoun e on social media pla o ms.
3.7.4. Technology accep ance model
he echnology accep ance model posi s ha consume s’ accep ance o new echnologies o p oduc s
is in luenced by hei pe cei ed use ulness and ease o use. in he con ex o g een ma ke ing, social
media pla o ms play a c ucial ole in shaping consume s’ pe cep ions o he use ulness and con e-
nience o en i onmen ally iendly p oduc s. engaging and in o ma i e con en on social media pla -
o ms can enhance consume s’ accep ance o g een p oduc s by highligh ing hei bene i s and
p ac icali y.
4. Conclusion
his a icle’s conclusion unde sco es he escala ing impo ance o social media in he g een labelling o
con empo a y mobile phones, aligning wi h heo e ical amewo ks in g een ma ke ing and consume
beha iou . he li e a u e assessmen illumina es he indus y’s moun ing emphasis on en i onmen al
esponsibili y and sus ainabili y, esona ing wi h es ablished heo ies on consume beha iou and en i-
onmen al ma ke ing. he insigh s gleaned om he analysis o da a sou ces p o ide aluable empi ical
e idence suppo ing exis ing heo e ical amewo ks. By elucida ing he me hods employed by mobile
phone manu ac u e s o p omo e hei en i onmen ally iendly ea u es and engage wi h consume s on
social media pla o ms, his s udy con ibu es o he heo e ical unde s anding o digi al g een ma ke ing
s a egies. he indings unde sco e he ans o ma i e ole o social media as a po en ool o dissemi-
na ing in o ma ion abou g een labelling ini ia i es, heigh ening consume awa eness and in luencing
consume beha iou . Fu he esea ch in his domain is impe a i e o mobile phone manu ac u e s o
le e age social media e ec i ely, guided by heo e ical insigh s, o enhance hei ma ke ing endea ou s
and shape consume pe cep ions and choices.
Au ho s’ con ibu ions
co esponding: sewa alkha ib: Played a signi ican ole in shaping he s udy’s concep ion and design; ac i ely pa -
icipa ed in acqui ing, analysing and in e p e ing da a; ook he lead in d a ing he a icle; con ibu ed c i ical e i-
sions o impo an in ellec ual con en ; commi ed o being accoun able o all aspec s o he wo k, including
da a- ela ed esponsibili ies. Ve onika kelle : P o ided o e sigh , guidance and suppo h oughou he a icle’s de el-
opmen ; ook on he ole o e iewing and di ec ing he wo k o ensu e i s quali y o publica ion; ga e inal
app o al o he e sion o be published; commi ed o being accoun able o all aspec s o he wo k, ac i ely
pa icipa ing in main aining i s in eg i y. Pe a kecskés: P o ided o e sigh , guidance and suppo h oughou he
a icle’s de elopmen ; ook on he ole o e iewing and di ec ing he wo k o ensu e i s quali y o publica ion; ga e
inal app o al o he e sion o be published; commi ed o being accoun able o all aspec s o he wo k, ac i ely
pa icipa ing in main aining i s in eg i y. all au ho s: ag ee o be accoun able o all aspec s o he wo k in ensu ing
ha ques ions ela ed o he accu acy o in eg i y o any pa o he wo k a e app op ia ely in es iga ed and
esol ed.
P o essional ela ionships
i disclose ha i ha e no p o essional ela ionships o a ilia ions ha may pose a con lic o in e es wi h he subjec
ma e o he esea ch p ojec .
In ellec ual p ope y
he e a e no pa en s, copy igh s o o he in ellec ual p ope y igh s associa ed wi h his esea ch ha could gi e
ise o a con lic o in e es . i a i m my commi men o he highes s anda ds o in eg i y, anspa ency and e hical
conduc in he execu ion o his esea ch. in he e en ha any po en ial con lic s a ise du ing he cou se o he
esea ch, i pledge o p omp ly disclose hem o he ele an pa ies. his disclosu e is made in acco dance wi h he
16 s. alkha iB e al.
policies and guidelines o széchenyi is án Uni e si y. i he e a e any ques ions o conce ns ega ding po en ial
con lic s o in e es , i am a ailable o p o ide u he cla i ica ion.
Disclosu e s a emen
i, sewa alkha ib, he eby decla e he ollowing ega ding he esea ch manusc ip i led ‘ ends o using social media
o he g een labelling o mode n mobile phones’. i a i m ha : he esea ch was conduc ed wi h he highes e hical
s anda ds. he unding sou ce (széchenyi is án Uni e si y) had no in ol emen in he s udy’s a ious s ages, ensu -
ing he independence and in eg i y o he esea ch p ocess. no addi ional ex e nal unding o sponso ship was
ecei ed o his esea ch. i unde s and he jou nal’s equi emen o men ion sponso s and hei con ibu ions.
should you ha e any u he inqui ies ega ding he unding o con ibu ions, i am commi ed o p o iding he
necessa y in o ma ion p omp ly.
Da a a ailabili y
in acco dance wi h he aylo & F ancis sha e upon easonable eques policy, he da a and ma e ials suppo ing he
ou comes o his s udy a e accessible upon eques . esea che s in e es ed in ob aining access o he da a may
con ac sewa alkha ib h ough he p o ided con ac de ails. We commi o making he da a and ma e ials a ailable
unless e hical, p i acy o secu i y conce ns necessi a e es ic ions. in cases whe e ce ain da a canno be sha ed, a
clea explana ion o he es ic ion will be p o ided o in e es ed esea che s.
Abou he au ho s
Sewa Alkha ib sewa alkha ib is a ilia ed wi h he Doc o al school o egional and Business adminis a ion in győ ,
hunga y. he esea ch ocuses on social media ma ke ing, co po a e social esponsibili y, and sus ainable business
p ac ices. Fo co espondence, she can be eached a sewa .alk[email p o ec ed].
Ve onika Kelle is a acul y membe in he Depa men o co po a e leade ship and Ma ke ing a széchenyi is án
Uni e si y, győ , hunga y. he esea ch in e es s include ma ke ing, heal h managemen , and ma ke ing esea ch.
she can be con ac ed a [email p o ec ed].
Pe a Kecskés is pa o he Depa men o in e na ional s udies and communica ion a széchenyi is án Uni e si y,
győ , hunga y. he esea ch ocuses on g een ma ke ing, digi al ma ke ing, and sus ainabili y. she can be eached
a kecskes.pe [email protected].
Funding
his esea ch ecei ed inancial suppo om széchenyi is án Uni e si y. he uni e si y has commi ed o co e ing
any publica ion ees associa ed wi h he submission and publica ion o his manusc ip . he inancial suppo p o-
ided by széchenyi is án Uni e si y does no in ol e a speci ic g an numbe . i am inancially suppo ed by
széchenyi is án Uni e si y in he o m o a schola ship, o pu sue my Ph.D. s udies. his suppo includes co e age
o publica ion ees o my esea ch pape s. he uni e si y’s suppo con ibu ed o he gene al in as uc u e and
esou ces equi ed o he esea ch. howe e , széchenyi is án Uni e si y did no ha e any di ec in ol emen in he
s udy design, da a collec ion, analysis, in e p e a ion o w i ing o he manusc ip .
ORCID
sewa alkha ib h p://o cid.o g/0009-0001-5505-2153
Ve onika kelle h p://o cid.o g/0000-0002-7759-7613
Pe a kecskés h p://o cid.o g/0000-0003-1671-8378
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