International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

A Widely Indexed Open Access Peer Reviewed Multidisciplinary Bi-monthly Scholarly International Journal

Call for Paper Volume 8, Issue 3 (May-June 2026) Submit your research before last 3 days of June to publish your research paper in the issue of May-June.
Submit Research Paper Join as a Reviewer

Plagiarism is checked by the leading plagiarism checker TurnItIn

Call for Paper

Volume 8 Issue 3
May-June 2026

Submit your research paper

Indexing Partners
Academia Advanced Sciences Index Bielefeld Academic Search Engine CiteSeer DRJI Google Scholar Independent Search Engine & Directory Network ISI (International Scientific Indexing) Issuu Mendeley Research Networks
RefSeek ResearcherId - Thomson Reuters ResearchGate Scirus Scribd Semantic Scholar UTeM - Universiti Teknikal Malaysia Melaka Wiki for Call for Papers WorldCat Zenodo

Hashtags to Habits: Investigating Social Media's Power to Promote Sustainable Consumption in India

Author(s) Ms. Mriganka Tripathi, Dr. Pratibha Gautam
Country India
Abstract Social media is not just shaping trends - it is rewriting behavior. In Delhi, where digital saturation runs deep, platforms like Instagram, YouTube, and X are not passive tools; they are cultural engines. They sell lifestyles, push ideas, and spark movements. But the real question is, can they turn hashtags into habits?
This study dives into that question with laser focus. Based on 120 digitally active respondents from Delhi, it dissects how social media influences three pillars of sustainable consumption: awareness, intention, and action. The numbers speak. Yes, awareness is high. Yes, intention is there. But action? That is where the system breaks.
Despite all the digital noise around “eco-friendly” living, people hesitate. Why? High prices. Low trust. Limited options. Social media inspires but often fails to deliver the final push. The much-hyped intention-behavior gap is not a theory here. It is Delhi’s daily truth.
This paper does not romanticize digital influence. It calls it out. Social media is powerful but not enough. Without on-ground change, digital buzz fades fast. If policymakers, brands, and educators do not build real-world bridges, we will be left with a city full of conscious minds and unconscious actions.
Delhi shows us the mirror. Hashtags alone will not save us. Habits will. And it is time we made that shift real.
Keywords Sustainable Consumption, Social Media, Consumer Behavior, Digital Influence, India, Intention-Behavior Gap
Published In Volume 7, Issue 4, July-August 2025
Published On 2025-08-29
DOI https://doi.org/10.36948/ijfmr.2025.v07i04.54698
View / Download PDF File

Share this



E-ISSN 2582-2160
CrossRef

CrossRef DOI is assigned to each research paper published in our journal.

IJFMR DOI prefix is
10.36948/ijfmr

Downloads
Research Paper Format Copyright Permission Form and Undertaking Form Cover Page Vol 8 Isu 2Cover Page Vol 8 Isu 1Cover Page Vol 7 Isu 6

All research papers published on this website are licensed under Creative Commons Attribution-ShareAlike 4.0 International License, and all rights belong to their respective authors/researchers.

CC-BY-SA Open Access

About IJFMR
Fees & Payment
Current Issue
Publication Archive 		Submit Research Paper
Track Submission Status
Publication Guidelines
Publication Ethics
Peer Review & Plagiarism 		Join as a Reviewer
Editors & Reviewers
Reviewer Referral Program
Get Reviewer Membership Certi. 		Website/Journal Policies
Usage Policy
Content Policies
Privacy Policy
Contact Us +91-9687-828-838 editor@ijfmr.com
Powered by Sky Research Publication and Journals