ISSN (print) - 0131-7652

ISSN (online) - 2686-7605

Vol. 56 No. 1 (2026)
ECOLOGY AND ECONOMY

Consumer Environmental Responsibility: Social Media Feedback Analysis from 2015 to 2024

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  • N.A. Kolesnik
N.A. Kolesnik
National Research University “Higher School of Economics”
DOI: https://doi.org/10.30680/ECO0131-7652-2026-1-161-177

Published 2026-01-29

Keywords

  • ecology; food retail; social media; communication; responsible consumption; engagement rate; circular economy

How to Cite

1.
Kolesnik Н. Consumer Environmental Responsibility: Social Media Feedback Analysis from 2015 to 2024. ECO [Internet]. 2026 Jan. 29 [cited 2026 Jan. 30];56(1):161-77. Available from: https://ecotrends.ru/index.php/eco/article/view/4944

Abstract

This article analyzes the use of advertising and communications potential by large retail chains to foster consumer environmental awareness and promote responsible consumption among the population. The study was conducted using a database of social media communications from major grocery retailers for 2015–2024 and an engagement rate formula adapted by the authors to the specifics of the VKontakte social network. Over the study period, a shift was recorded from a narrow target audience to a broad mass of consumers who share the values of responsible consumption. It was found that 90% of user comments reflect a positive attitude toward eco-friendly values. However, some skeptical (negative) comments were written by people with a high degree of environmental awareness. Their well-founded criticism can be used to improve the alignment of eco-initiatives.
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