In this digital age, social media has become a main medium for companies to market their products. Online marketing strategies that influence purchase decisions encourages hyper-consumerism, causing consumers to constantly buy more than they need. This behavior harms the environment by perpetuating environmentally unsustainable practices such as encouraging the over extraction of resources and generating excessive waste. Aside from being a marketing tool, social media is also used to encourage users to become more conscious of the environment through green marketing, sustainable influencers, and online activism. This type of online content appeals towards Millennials, who consume the most products and services, as well as Generation Z, the most active social media users out of all age groups. Both generations are open and willing to express their concern toward the environment and purchase green products. However, their views and purchase decisions are often misaligned since green products and green marketing still contribute toward overconsumption. This can be helpful to further explore how environmental effects of hyper-consumerism can be reduced by constantly spreading awareness among this demographic to ensure that sustainability is not just a micro-trend but a lifestyle that consumers could adapt to.

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