Sustainability communication on social media in the last decade: A review of research perspectives from Asia

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The interest has crossed over from deliberations in global summits to grassroots-level communication. Additionally, the literature points to the increasing usage of social media in communicating sustainability with an increase of interest in this area among Asian researchers. This paper aims to understand the direction of sustainability communication and the usage of social media in the communication of sustainability, in the last decade (2013-2023), from an Asian perspective – researchers and respondents from Asia. A comprehensive search of the literature by Asian researchers on sustainability communication on social media in the past decade was conducted using the Scopus database. The studies were clustered around common directions and terminologies, basis an in-depth content analysis. Based on the analysis, the study presents the current direction of research in sustainability communication on social media in the areas of brand-generated sustainability communication, cause-generated content and user-generated content. Few prominent themes that emerged were of green marketing, greenwashing, social media as a platform for active engagement and environment related discussions. The studies analyzed in the scoping review affirm that sustainability communication on social media in Asia has substantial potential to improve the environmental awareness of the public and promote actual pro-environmental behavior in the broad areas of green purchase and conservation behavior. The review provides a holistic view of the recent trends and possible future directions for sustainability communication on social media." } { "@context": "http://schema.org", "@type": "BreadcrumbList", "itemListElement": [ { "@type": "ListItem", "position": "1", "item": { "@id": "https://f1000research.com/", "name": "Home" } }, { "@type": "ListItem", "position": "2", "item": { "@id": "https://f1000research.com/browse/articles", "name": "Browse" } }, { "@type": "ListItem", "position": "3", "item": { "@id": "https://f1000research.com/articles/13-1558", "name": "Sustainability communication on social media in the last decade: A..." } } ] } Home Browse Sustainability communication on social media in the last decade: A... ALL Metrics - Views Downloads Get PDF Get XML Cite How to cite this article Shetty SV and Nayak S. Sustainability communication on social media in the last decade: A review of research perspectives from Asia [version 2; peer review: 2 approved, 1 approved with reservations] . F1000Research 2025, 13 :1558 ( https://doi.org/10.12688/f1000research.159108.2 ) NOTE: If applicable, it is important to ensure the information in square brackets after the title is included in all citations of this article. Close Copy Citation Details Export Export Citation Sciwheel EndNote Ref. Manager Bibtex ProCite Sente EXPORT Select a format first Track Share ▬ ✚ Review Revised Sustainability communication on social media in the last decade: A review of research perspectives from Asia [version 2; peer review: 2 approved, 1 approved with reservations] Shruthi V Shetty https://orcid.org/0000-0003-3905-894X 1 , Smitha Nayak https://orcid.org/0000-0001-7171-2580 2 Shruthi V Shetty https://orcid.org/0000-0003-3905-894X 1 , Smitha Nayak https://orcid.org/0000-0001-7171-2580 2 PUBLISHED 19 Mar 2025 Author details Author details 1 Manipal Institute of Communication, Manipal Academy of Higher Education, Manipal, Karnataka, 576104, India 2 Department of Humanities and Management, Manipal Institute of Technology, Manipal Academy of Higher Education, Manipal, Karnataka, 576104, India Shruthi V Shetty Roles: Conceptualization, Data Curation, Formal Analysis, Methodology, Visualization, Writing – Original Draft Preparation, Writing – Review & Editing Smitha Nayak Roles: Conceptualization, Formal Analysis, Supervision, Validation, Visualization, Writing – Original Draft Preparation, Writing – Review & Editing OPEN PEER REVIEW DETAILS REVIEWER STATUS This article is included in the Manipal Academy of Higher Education gateway. This article is included in the Political Communications gateway. This article is included in the Ecology and Global Change gateway. Abstract The past decade has been marked by increased discussions on sustainability; some of the prominent accelerators being, mounting natural disasters, vocal climate activism, and the UN Agenda 2030 for Sustainable Development. The interest has crossed over from deliberations in global summits to grassroots-level communication. Additionally, the literature points to the increasing usage of social media in communicating sustainability with an increase of interest in this area among Asian researchers. This paper aims to understand the direction of sustainability communication and the usage of social media in the communication of sustainability, in the last decade (2013-2023), from an Asian perspective – researchers and respondents from Asia. A comprehensive search of the literature by Asian researchers on sustainability communication on social media in the past decade was conducted using the Scopus database. The studies were clustered around common directions and terminologies, basis an in-depth content analysis. Based on the analysis, the study presents the current direction of research in sustainability communication on social media in the areas of brand-generated sustainability communication, cause-generated content and user-generated content. Few prominent themes that emerged were of green marketing, greenwashing, social media as a platform for active engagement and environment related discussions. The studies analyzed in the scoping review affirm that sustainability communication on social media in Asia has substantial potential to improve the environmental awareness of the public and promote actual pro-environmental behavior in the broad areas of green purchase and conservation behavior. The review provides a holistic view of the recent trends and possible future directions for sustainability communication on social media. READ ALL READ LESS Keywords sustainability communication, social media, pro-environmental behavior, green marketing, user-generated content, scoping review Corresponding Author(s) Smitha Nayak ( [email protected] ) Close Corresponding author: Smitha Nayak Competing interests: No competing interests were disclosed. Grant information: The author(s) declared that no grants were involved in supporting this work. Copyright: © 2025 Shetty SV and Nayak S. This is an open access article distributed under the terms of the Creative Commons Attribution License , which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. How to cite: Shetty SV and Nayak S. Sustainability communication on social media in the last decade: A review of research perspectives from Asia [version 2; peer review: 2 approved, 1 approved with reservations] . F1000Research 2025, 13 :1558 ( https://doi.org/10.12688/f1000research.159108.2 ) First published: 24 Dec 2024, 13 :1558 ( https://doi.org/10.12688/f1000research.159108.1 ) Latest published: 19 Mar 2025, 13 :1558 ( https://doi.org/10.12688/f1000research.159108.2 ) Revised Amendments from Version 1 The changes have been incorporated as per comments by Reviewer 1 and Reviewer 2. 1. Refined abstract 2. Strengthened introduction, discussion and conclusion 3. Two figures have been incorporated indicating types of research design and network diagram of key words 4. Updated references corresponding to the additions to the manuscript The changes have been incorporated as per comments by Reviewer 1 and Reviewer 2. 1. Refined abstract 2. Strengthened introduction, discussion and conclusion 3. Two figures have been incorporated indicating types of research design and network diagram of key words 4. Updated references corresponding to the additions to the manuscript See the authors' detailed response to the review by Fauziyah Nur Jamal See the authors' detailed response to the review by Sara Sousa READ REVIEWER RESPONSES 1. Introduction Globally, there is a growing awareness about, the imminent catastrophe due to environmental degradation as well as the steps necessary to safeguard ecology ( Crapa et al., 2023 ; Camilleri, 2017 ). Issues such as extreme weather conditions ( Chen et al., 2023 ), extinction of species ( Sousa et al., 2022 ), imbalance in biodiversity ( Correia et al., 2023 ) and increased greenhouse gas emissions ( Higueras‐Castillo et al., 2024 ) are of serious concern. A societal transformation is required to counter the environmental damage and to achieve sustainable development goals. While it is true that macro-level changes such as socio-political, technological, and economic are required; a difference can also be made by undertaking micro-level change in the form of behavior interventions ( Stieglitz et al., 2023 ) on people who consume materials and energy every day. The UN Agenda 2030 for Sustainable Development aims towards accomplishment of a balanced economic, social and environmental development. The United Nations Brundtland Commission (1987) defined sustainability as meeting the needs of the present without compromising the ability of future generations to meet their own needs. Sustainability is a buzzword today, subsumimg other often used terms such as triple bottom line, sustainable development, green business, corporate citizenship and corporate social responsibility ( Kumar & Christodoulopoulou, 2014 ; Reilly & Larya, 2018 ). Media, communication, and framing of messages have the potential to impact values and lead to behavioral changes ( Evans et al., 2022 ; Mobeen et al., 2022 ). This is true for marketing messages that are often blamed for pushing consumers towards materialism as well as social messages that have helped build awareness from Polio in India to COVID-19, globally. It can be argued that a similar effect of communication can help lead society towards a sustainable future ( Braga et al., 2024 ). While communication by itself may be insufficient in causing behavioral change ( Siegel et al., 2018 ), to generate public engagement and initiate policy change, issues like sustainability need to be communicated in the right manner ( Swenson & Olsen, 2017 ). Evidence suggests a positive correlation between positive messages on media and pro-environmental behavior (PEB) ( Agarwal et al., 2024 ; Yang et al., 2020 ). Sustainability communication originates from environmental communication ( Fischer et al. 2016 ). Sustainability communication draws from a broad field of different scientific disciplines such as psychology, sociology, media theory, and communication theory. It comprises themes related to climate, energy, consumption, conservation, and corporate sustainability communication ( Voci & Matthias Karmasin, 2023 ; Sheehy & Farneti, 2021 ). Sustainability communication by organizations has increased owing to the growing stakeholder demands; in the last decade, companies have become more invested in being vocal and visible about their pro-environment stance ( Bhardwaj et al., 2023 ). Green marketing communication has emerged as one of the leading ways in which corporates present their stance on sustainability as this fuels green purchase and proves profitable for them ( Correia et al., 2023 ; Jamal et al., 2021 , 2022 ). Brand or corporate sustainability communication engagement also manifests in the form of sustainability reporting on websites ( Stocker et al., 2020 ) branded content or brand journalism ( Swenson & Olsen, 2017 ), green marketing campaigns ( Nadanyiova et al., 2020 ; Bailey et al., 2018 ) as well as information campaigns ( Tavri, 2019 ). Organizations today increasingly prefer social media for communicating about sustainability to their stakeholders ( Gupta et al., 2021 ; Camilleri, 2017 ). Social media characterizes two-way communication as against the traditional media, this accentuates its role in influencing behavioral change ( Gupta et al., 2021 ; Loureiro & Lopes, 2019 ). The users are also increasingly connecting with their preferred brands on social media to engage with sustainability-related information ( Loureiro & Lopes, 2019 ). Independent social media influencers are engaging with the younger audience (Millennials and Gen Z) in sustainability-related dialogues in fashion, food, and travel ( Kapoor et al., 2021 , 2022a ). Culture and values play a significant role in how sustainability communication is perceived. A difference is observed between individualistic cultures and collectivist cultures and, the subsequent effect on message response ( Yang et al., 2020 ; Paul et al., 2016 ). Individualistic cultures such as the West, are driven by self-interest, hence climate-related messages with a threat component work well for behavior change. In comparison, collectivist cultures such as in Asian countries, respond to efficacy-related messages better due to the prominence given to social influence ( Han & Cheng, 2020 ). Several studies on sustainability, communication of sustainability, and the role played by the media environment in pro-environmental behavior, have emerged from Asia in the past. Researchers have analyzed various facets of media effect, both traditional and new media; media exposure and attention on PEB ( Lee & Cho, 2020 ), media’s influence on causal variables such as effects of attention towards types of environmental content ( Yang et al., 2020 ), message appeal and source of the message ( Kapoor et al., 2021 ), media usage ( Huang, 2016 ), presumed media influence on others ( Ho et al., 2014 ) media dependency ( Ho et al., 2014 ) and media exposure ( Lee, 2011 ). Social media has emerged as an important platform due to its usage among millennials and Gen Z ( Yamane & Kaneko, 2021 ; Han & Cheng, 2020 ; Xu & Han, 2019 ). It can be argued that there is a higher quantum of research from developed economies ( Chwialkowska et al., 2020 ) but studies from non-western countries such as Asia are steadily increasing and adding to the multi-dimensional discourse. Asian countries collectively are the largest contributors to global emissions ( Wahyuningrum et al., 2023 ), this makes Asia the epicenter of climate change impact. As per a 2021 McKinsey report $4.7 trillion of the Asian GDP is at risk due to climate change-related issues. The data provided by Kantar’s Asia Sustainability Foundational Study 2021 shows that 58% of Asian consumers are personally affected by environmental problems; 53% of Asians have stopped buying products and services that harm the environment and society, highlighting an opportunity for Asians to take the lead in mitigation. It is pertinent to understand how individuals from Asian countries depend on social media to seek information related to sustainability and how this consecutively influences their behavior ( Saeed et al., 2019 ). A scoping review of sustainability communication on social media in Asia, would present a more holistic perspective and help future researchers build on this premise. This scoping review aims to achieve the following goals: To map the landscape of research on sustainability communication on social media in Asia over the past decade. Additionally, utilizing the findings to identify research gaps for further evaluation. Thus, with a unique focus on sustainability communication on social media, this research article attempts to undertake a comprehensive review of all eligible empirical papers that have been published in the past decade. This study attempts to document the implications of the current research paradigms on sustainability communication on social media and identify the directions for future research. Approval for the study was received from the Doctoral Advisory Committee, Manipal Institute of Management, MAHE on March 10, 2022. This marketing study was exempt from submission to the Institutional Ethics Committee of Manipal Academy of Higher Education, by clause 6 of the circular titled “Project Exemption from Submission to IEC,” issued by the Institutional Ethics Committee on 14/01/2021. Subject to this circular, approval is obtained from the MAHE PhD protocol committee (MAHE/CDS/PHD/2022) dated March 31, 2022. 2. Method 2.1 Search strategy A comprehensive search and analysis of literature on sustainability communication on social media was conducted in May 2023. The search was conducted in the Scopus database, as high-impact journal articles are indexed here. The focus was Asian studies (respondents and researchers) in the past decade (2013-2023), a decade marked by increased discussions on sustainability. Additionally, Asian countries are seen as taking the sustainability discourse beyond the Western perspective. Focusing on Asian studies in the past decade also gives the current study a more defined focus. 2.2 Eligibility criteria The key inclusion criteria were studies from Asia that focused on Asian respondents and insights, in the past decade. The additional inclusion criteria were journal articles, full text, and those available in the English language. The exclusion criteria were studies that had respondents from non-Asian countries and studies that focused on non-social media platforms such as sustainability communication on websites or applications. 2.3 Selection of studies The first phase of the search included all keywords that were synonyms for the term sustainability communication which yielded 321 documents. The second phase of the search included all keywords that were synonyms for social media and the different platforms of social media which yielded 17,942 documents. An advanced search strategy was used to combine the two searches and filter articles. The keywords used for the search were (“sustainability communication”, “sustainable communication”, “green communication”, “environmental communication”, “corporate sustainability communication”, “climate change communication”, “pro-environmental communication”, “ecological communication”, “sustainable consumption communication”, “sustainable product communication”, “environment information”, “pro-environment information”, “green consumption communication”, “green advertising”) AND (“social media”, SNS, “social networking sites”, “Twitter”, “Facebook”, “Instagram”, “YouTube”, “WhatsApp”). The search yielded 32 documents. Two authors reviewed the studies independently, disagreements on selection were resolved after mutual discussion. The full text of these articles was assessed and evaluated against the eligibility criteria. Studies focusing on areas unrelated to the research objectives, such as disaster response, disaster literacy, and rumor detection, were further eliminated. The final list had 19 research studies that met the eligibility criteria and were included in the review. The flow diagram of the study selection process is presented in Figure 1 . Figure 1. Flow diagram of study selection. 2.4 Data extraction An in-depth content analysis was performed to examine the literature. Data from the 19 papers was extracted and entered on a pre-determined data extraction sheet. Study particulars recorded include author name, year of publication, country, study objectives, study design, key findings, and directions for future research. Figure 2 presents the types of research designs adopted in the reviewed papers. There are 10 quantitative studies, 7 qualitative studies, and two mixed method studies. Figure 3 exhibits a network graph of the keywords used in the included articles. Figure 2. Types of research design. Figure 3. Network graph of keywords. The summary of articles included in the study is presented in Table 1 . Table 1. Summary of articles included in the study. Si No. Author & Year Country Objectives of the study Study Design Findings of the study Directions for future research 1 Kwon et al., 2023 - To identify the current trend in green advertising and investigate the prevalence of misleading strategies in green advertising practice in terms of execution context and claim context. Quantitative Content Analysis Increasing environmental concerns among consumers have led to additional efforts among corporations to promote their environmental practices. More claims in green advertising on social media were misleading than acceptable. environmental efforts. Explore different types of social media platforms (e.g., Twitter, YouTube) to provide a more comprehensive understanding of green advertising on social media. Future studies should conduct cross-national content analyses. 2 Rosenthal, 2022 Singapore To investigate the correlation between perceived personal experience of climate change and different information sources (traditional & social media, interpersonal & institutional sources). Survey Perceived personal experience of climate change was associated with the use of traditional media social media & interpersonal sources but not institutional sources. Not mentioned 3 Noviyanti et al., 2022 Indonesia To analyze the use of Instagram for environmental communication of social cause. Qualitative Content Analysis Verbal and visual campaigns on Instagram proved effective in sharing environmental knowledge. Collaborations are done via action-oriented hashtags. An empirical study to examine audience awareness and behavioral change post-exposure to social media sustainability-related campaigns. 4 Briandana & Mohamad Saleh, 2022 Indonesia To analyze environmental communication strategies on social media used by environmental NGOs In-depth interviews The use of social media (Instagram and Facebook) proved effective in delivering clear messages for social influence. Use quantitative approaches such as surveys for better feedback on campaign efficiency. 5 Kapoor et al., 2022b India To investigate the effectiveness of sustainability messages by green influencers in affecting purchase intention for sustainable products. Experiment Sustainability messages by green influencers that have a concrete appeal rather than an abstract appeal are more efficacious as a determinant of the actual behavior among social media users. Due to the differences in engagement on different social media platforms, it is necessary to assess platform characteristics to understand the efficiency of sustainability messages posted by influencers on social media. 6 Yang, 2022 China To examine the role of non-English user-generated content on social media, in climate change discussion. Online Ethnography Social media promotes participatory culture in the form of citizen science communicators and facilitates audience empowerment. Not mentioned 7 Chai et al., 2022 Malaysia To investigate the awareness of university students towards environmental information presented online including types and issue presentation. Online surveys & in-depth interviews A modest fit was found between the awareness of students and environmental communication on social media. Visual communication was found to be most effective; Facebook and YouTube were identified as high-exposure platforms. Green practices among university students to be assessed. 8 Li et al., 2022 China To examine green advertising on social media and the influence of celebrities in the promotion of sustainability. Experiment Consumers’ perception of both brand and celebrity altruism is higher when social media advertisement is organic rather than sponsored. Use online field experiments to directly observe the social media users’ actual behavior. Can replicate the experiment on other social media platforms. 9 Wei et al., 2021 China To investigate the impact of an organization’s CSR communication through social media on consumer loyalty with e-WOM as the mediator. Survey A direct relationship is seen between CSR communication on social media and loyalty with e-WOM as a potential mediator. Include consumers’ PEB and organizational environmental commitment in the framework to better perceive consumer behavior. 10 Ch et al., 2021 Indonesia To examine the role of green marketing on social media in shaping green purchase behavior. Survey Significant influence of eco-labeling and green advertising on the decision to purchase green products found. Focus on a bigger sample from non-metropolitan cities and study respondents with limited knowledge of green products, to get different perspectives. 11 Wang et al., 2021 China, Singapore & South Korea To analyze the shipping industry’s sustainability communications on social media-Twitter Content Analysis There is a direct relationship between CSR communication on social media and consumer loyalty with e-WOM as a potential mediator. To examine if the emotional appeal used in organizational CSR communication on social media generates brand equity. 12 León et al., 2021 Kuwait To explore strategies used by advocacy institutions to communicate climate change on social media. Semi-structured Interviews Strategies focus more on sender–receiver models of communication rather than looking at social media as virtual meeting spaces for discussion on the environment. Possible to analyze the effectiveness of the mentioned strategies in promoting citizen participation in climate change discussion. 13 Cao et al., 2021 China To examine if the interactive nature of social media influences green purchase. Survey Green products advertised through highly social advertisements are preferred. Consumers’ green involvement acts as a moderator. Investigate audience perceptions of green ads in diverse media environments. Compare consumer purchase intentions across varied green products. 14 Kong et al., 2020 South Korea To understand the interconnection of sustainability communication and e-WOM and purchase intentions (South Korea and Germany). Experiment Sustainability advertising on social media is most effective (in terms of its influence on e-WOM and purchase intention) for non-luxury brands and among consumers who have a higher awareness of sustainability. To explore the influence of cognition and its effect on the processing of sustainability communication. 15 Chen, 2020 China To understand the factors motivating the sharing of environmental information in the Chinese context. Survey Entertainment, presentation of oneself, and having the opportunity to interact with others have a positive influence on information sharing. Awareness of the consequences also has an impact. Demographic differences can be considered (due to their influence on PEB & social media usage) to create more effective communication strategies. 16 Shafqat & Fong, 2020 Malaysia To explore the role of climate change communication by environmental NGOs in fostering PEB. Content analysis and expert interviews The information-oriented posts and posts on organizational events elicited higher engagement compared to community-building posts. Explore both drivers and barriers to PEB in Malaysia. Also understand the varied levels of audience engagement with sustainability-related content, online. 17 Luo et al., 2020 China To analyze the effect of skepticism towards social media green advertising on information utility and purchase intention. Survey Skepticism towards green advertising indirectly affects green purchase intention by mediating the perception of information utility. Undertake cross-cultural research. Also, explore the effect of eco-labeling on green purchase behavior. 18 Sulistyawati et al., 2019 Indonesia To explore the utility of social media (Facebook and Instagram) and websites to increase environmental awareness among teenagers. Content Analysis Instagram emerged as the preferred platform for climate change-related information sharing among teenagers. Not mentioned 19 Jiang et al., 2018 China To examine the key influencing factors behind climate change discussions by analyzing user-generated content (UGC) on social media. Content Analysis The UGC focus is more on human/societal issues than climate change as a natural phenomenon. Higher engagement is seen for posts on specific subjects, usage of scientific terms, and posts by people with a higher number of followers. Reduction of subjectivity by using more automated topic modeling approaches. 3. Data analysis The researchers conducted a detailed analysis of the selected 19 studies, with careful deliberation over each of the study particulars mentioned in Table 1 . To provide a coherent structure to the results, the insights were categorized into the following segments: theoretical frameworks, the direction of sustainability communication on social media in Asia, utility of social media in sustainability communication, and the prominent themes of sustainability communication on social media in Asia. 4. Results 4.1 Theoretical underpinnings The theoretical underpinnings of the analyzed studies were heterogeneous with two theories mentioned in higher frequency. Azjen’s Theory of Planned Behaviour (TPB) is largely used by researchers to predict pro-environmental behavior; the core components of subjective norms, perceived behavioral control, and specifically attitude in varying degrees correlate to environmentally significant behavior ( Correia et al., 2022 ; Sousa et al., 2022 ; Yang et al., 2020 ; Paul et al., 2016 ; Ho et al., 2014 ). The other influential model is the Value-Belief-Norm (VBN) theory by Stern. The VBN theory proposes a framework to hypothesize the effect of environmental values on environmental attitudes. According to this theory, three different value orientations guide individual attitudes: concern for the natural environment - biospheric, interest in the wellbeing of all human beings – altruistic, and self-interest – egoism ( Mamun et al., 2024 ; Huang, 2016 ; Chen, 2014 ). With increasing green consumers, green consumption value – exploring environmental protection through one’s consumption behavior, is gaining significance and affecting trust towards green marketing communication ( Bailey et al., 2018 ). The other theories used include Heider’s Attribution Theory and Gouldner’s Theory of Norm Reciprocity ( Wei et al., 2021 ), Bateson’s Framing Theory ( Kwon et al., 2023 ), Blumler and Katz’s Uses and Gratification Theory ( Chen, 2020 ), Schwartz’s Norm Activation Model ( Rosenthal, 2022 ), Elaboration Likelihood Model by Petty et al., and Theory of Social Presence by Short et al. ( Cao et al., 2021 ). 4.2 Direction of sustainability communication on social media in Asia The direction of research identifies four prominent entities and their varied usage of sustainability communication in Asia. In the first category are studies that examine brand-generated sustainability communication on social media which focus on purchase intent and building customer loyalty ( Kapoor et al., 2022b , 2023 ; Luo et al., 2020 ). This is followed by environmental non-governmental organizations (ENGOs) that use cause-generated content for building awareness in the community and fostering positive behavioral change ( Rosenthal, 2022 ; León et al., 2021 ). The third category of studies focus on user-generated content for information sharing and knowledge transfer of sustainability-related topics, used by the public or the non-scientific community ( Yang, 2022 ; Chen, 2020 ). The studies in the fourth category analyzes the awareness on the subject of online environmental information among adolescents and university students ( Chai et al., 2022 ; Sulistyawati et al., 2019 ). 4.2.1 Sustainability communication by marketers/brands Multiple factors such as eco-labeling, awareness of environmental issues, green advertisements, and price are identified to be the motivators for young buyers to make green purchase decisions ( Ch et al., 2021 ). Corporations respond to the increased environmental interest of the customers by enhancing their environmental efforts. While the quantum of sustainability communication especially in the form of green advertising has doubled over the years, some of the green claims made by brands on social media may be misleading ( Kwon et al., 2023 ). Another viewpoint is to look at its effect on purchase; consumers are more likely to purchase green products when they perceive green advertisements to be providing useful information ( Luo et al., 2020 ). Consumers are receptive in varying degrees to highly social green advertising (newsfeed advertisements on social media), this in turn influences their receptiveness to new green products ( Cao et al., 2021 ). Effective use of social media for green advertising is critical to building the pro-sustainability image of the company ( Li et al., 2022 ). One way is the selection of celebrities to convey sustainability commitment and the mode of message delivery. The results show that customers perceived greater altruism toward brands when the level of similarity between product and celebrity was high; additionally, the post was organic rather than paid. Analysis of companies’ use of Twitter to convey environmental commitment shows a positive response, with the public being able to discern the industry’s contribution towards sustainability ( Wang et al., 2021 ). Similarly, the examination of organization’s CSR-related communication on social media, points to a direct relation between CSR communication and customer loyalty, with e-WOM being a potential mediator ( Wei et al., 2021 ). External factors impact the response towards sustainability communication. European consumers were influenced more by sustainability communication compared to consumers from Asia. Additionally, non-luxury brands seem to benefit more from association with sustainability compared to luxury brands ( Kong et al., 2020 ). In the area of message content, sustainability messages by green influencers, with concrete appeal (compared to abstract appeal) were found to be more effective in influencing social media users’ intention to buy sustainable products ( Kapoor et al., 2022b ). Interviews with communication directors and community managers in several countries reveal climate change communication strategies that range from promoting environmental awareness among citizens (general benefit), to community development for the benefit of the organization ( León et al., 2021 ). Further, these organizations prefer the sender-receiver communication model instead of the more effective dialogue model that facilitates the participation of key audiences. 4.2.2 Sustainability communication by ENGOs and causes An inter-relationship between climate change beliefs, personal experience (perceived), and different sources of information (social media, traditional media, and interpersonal sources) is presented in the reviewed articles. In the absence of direct experience, people rely on information from media and interpersonal sources to understand and form climate change beliefs ( Rosenthal, 2022 ). Effective use of social media to relay sustainability-related information can yield positive results for organizations working towards cause awareness, encouraging PEB for community development ( León et al., 2021 ). Asian researchers are further looking at both these premises in detail. The social influence exerted by social media, aids in knowledge transfer for ENGOs ( Briandana & Mohamad Saleh, 2022 ). Sustainability communication on social media is an effective tool to deliver messages for behavioral change among the local community ( Noviyanti et al., 2022 ; Shafqat & Fong, 2020 ). 4.2.3 Sustainability communication as user-generated content User-generated climate change discussion and construction of sustainability-related narratives on social media is another direction taken by research on sustainability communication. Climate change dialogue on online question-and-answer communities such as Quora, points to an increased discussion about scientific research, energy crisis, and societal impact rather than the specifics of climate change, with a higher engagement seen in posts with more images ( Jiang et al., 2018 ). The primary motive for user-generated content on sustainability and climate change is the gratification of social interaction and self-presentation ( Chen, 2020 ). Acknowledgment of responsibility and awareness of consequences do have an influence on altruistic motivations for environmental information sharing. Public engagement with communication related to climate change on knowledge-sharing platforms facilitates a culture of participation and empowering the audience in the form of CSCs-citizen science communicators. The CSCs are found to be more active than the scientific community with a focus on scientific as well as grassroots or non-scientific discourse ( Yang, 2022 ). 4.2.4 Sustainability communication and youth An emerging direction in Asian research on sustainability communication is the focus on adolescents’ and university students’ awareness regarding online environmental information and its impact. Communication about climate change among teenagers is more effective on visual platforms such as Instagram ( Sulistyawati et al., 2019 ). From the perspective of issue presentation and information type, YouTube and Facebook are considered high-exposure platforms for environmental communication due to the higher incidence of visual communication ( Chai et al., 2022 ). 4.3 Utility of social media in sustainability communication Using social media to understand public opinion on climate change issues is an evolving research agenda ( Jiang et al., 2018 ). The likes, shares, and comments play a prominent role in active information sharing ( Chen, 2020 ) and getting immediate feedback ( León et al., 2021 ). Social media helps reach opinion leaders and policymakers directly and fosters dialogic discussion between experts and the public ( Yang, 2022 ). It is a virtual meeting place that can foster a feeling of community and engagement ( Rosenthal, 2022 ). The increase in conversation around green marketing on social media is evident in the research focus over the past decade. Multiple studies included in the review examine green advertising on social media and its effectiveness in conveying green product-related information ( Ch et al., 2021 ; Kong et al., 2020 ; Luo et al., 2020 ); also, to disseminate the environmental commitment of the company ( Wei et al., 2021 ; Wang et al., 2021 ) and its pro-environmental practices ( Kwon et al., 2023 ). Green newsfeeds and e-WOM have a positive effect not only on immediate green purchases but also on long-term consumer loyalty ( Cao et al., 2021 ). While few studies consider social media as a single unit, others stress on the need to look at individual platforms differently in terms of utility and engagement ( Kapoor et al., 2022b ). Twitter is the company’s preferred channel to communicate sustainability agenda ( Wang et al., 2021 ) and CSR activities ( Wei et al., 2021 ) with the public or specific stakeholder groups. Facebook communities replicate actual communities and inform members about pro-environmental lifestyles and sustainable behaviors ( Chai et al., 2022 ; Shafqat & Fong, 2020 ). Both Facebook and Instagram contribute to the transfer of pro-environmental knowledge and values ( Briandana & Mohamad Saleh, 2022 ). Instagram which is a visual-first social media platform is effective in conveying climate-centric messages that have an impact on the audience ( Kwon et al., 2023 ; Sulistyawati et al., 2019 ). It also facilitates knowledge transfer via visual and verbal campaigns and, actionable hashtags ( Noviyanti et al., 2022 ). It is interesting to note that organic posts on Instagram have more credibility than company-sponsored posts. This indicates that social media is seen as a place for users to share opinions rather than marketers ( Li et al., 2022 ). The studies that look at user-generated content, reiterate the perception that social media is primarily for active participation by the audience or users ( Yang, 2022 ; Jiang et al., 2018 ). 4.4 Prominent themes in sustainability communication on social media The direction of sustainability communication and usage of social media in this context puts forward a few prominent themes. The five frequent themes that emerged during the analysis are ‘ green marketing , ‘ greenwashing/skepticism towards green marketing’ , ‘ social media as a platform for active engagement ’, ‘ value of user-generated content on social media’ , and ‘ social media for social influence/as an awareness agent’. The themes identified and their brief overview are presented in Table 2 . These themes give an understanding of the key focus areas of Asian researchers working on sustainability communication on social media. Table 2. Overview of the themes from literature in sustainability communication on social media. Themes Overview Green Marketing Use of green advertising, green influencers, and celebrities to persuade customers to purchase green products-encourage sustainable consumption. Greenwashing Misleading claims in green advertising and customer skepticism. Social media as a platform for active engagement Promoting participatory culture, active knowledge sharing instead of being a passive audience; creation of a virtual meeting place for discussions and feedback. Value of user-generated content on social media A major platform for public participation, users as content creators, can frame issues and influence discussions, a forum for users (non-scientific community) to engage in climate change communication. Social media for social influence/as an awareness agent Possibility for social movement on social media, collaboration via hashtags, and clear messages for social influence. 5. Discussion The scoping review analyzed empirical literature on sustainability communication on social media from Asia. The purpose was to identify the direction of sustainability communication on social media in the last decade, in Asian countries. In total, 19 original research studies that met the eligibility criteria were included in this review. The methods adopted range from quantitative (n=10), qualitative (n=7), and mixed methods (n=2). Newer methods such as online ethnography point towards the growing prominence of social media-centric research ( Yang, 2022 ). The year range and inclusion criteria used in this study enabled the researchers to summarize the most recent findings of prevalent Asian studies on sustainability communication on social media. The theoretical frameworks of the norm activation model, value belief norm theory, uses and gratification theory and the theory of planned behavior was used in a few studies to uncover insights and guide further research ( Ch et al., 2021 ; Wei et al., 2021 ; Chen, 2020 ). Broadly, the research findings of these empirical studies reveal how sustainability communication is employed by different players such as companies, causes, and the public; and how social media is used to communicate and impact behavioral change. Sustainability communication on social media in Asia is multi-directional and presents specific overarching themes. Five prominent themes that emerged during the analysis are ‘green marketing, ‘greenwashing/skepticism towards green marketing’, ‘social media as a platform for active engagement’, ‘value of user-generated content on social media, and ‘social media for social influence/as an awareness agent’. The first theme indicates an increased interest in green marketing and subsequent green purchases ( Li et al., 2022 ; Kapoor et al., 2022b ; Ch et al., 2021 ). There appears to be a symbiotic relationship between the quantum of green advertisements and other forms of sustainability communication used by brands, and the growing demand for products and services that are perceived as green by consumers ( Cao et al., 2021 ; Luo et al., 2020 ). The finding is in line with studies that present green advertisement as a powerful tool to increase environmentally responsible action such as green purchases ( Nadanyiova et al., 2020 ; Bailey et al., 2018 ). Studies on brand-generated sustainability communication focussed on customer loyalty, e-WOM, brand equity, and purchase intent ( Kong et al., 2020 ; Wei, et al., 2021 ). Wei et al. (2021) has to come before Kong et al. (2020) . Misleading claims in green advertising, consumer skepticism, and impact on purchase intent are the other directions of brand sustainability communication ( Kwon et al., 2023 ; Luo et al., 2020 ) and the second dominant theme. Interestingly, the study by Kwon et al. (2023) found that even though the number of misleading green claims by brands has increased in the past few years, the direct effect of greenwashing skepticism on purchase was not discernible. This finding contrasts with a few previous studies that found a negative impact of greenwashing on purchase intention ( Braga et al., 2019 ; Akturan, 2018 ). The third theme presents social media as a platform for active engagement. Study findings on cause-generated sustainability communication emphasize the scope of social media especially Instagram and Facebook as effective platforms for community collaboration and to deliver campaigns for social change ( Briandana & Mohamad Saleh, 2022 ; Noviyanti et al., 2022 ; León et al., 2021 ; Shafqat & Fong, 2020 ). Studies on environmental awareness among youth present visual campaigns on Instagram, Facebook, and YouTube as high-exposure platforms for climate change information ( Chai et al., 2022 ; Sulistyawati et al., 2019 ). The fourth theme intersects with studies on user-generated sustainability communication indicating that the public is motivated by both self-presentation as well as altruistic reasons, to participate in sustainability-related discussions ( Chen, 2020 ; Jiang et al., 2018 ). The users discuss scientific and grassroots climate-related topics, with social media facilitating a participatory culture ( Yang, 2022 ). Testimonials on social media as a means of user-generated content are found to be more credible and effective in developing awareness as well as participation in sustainability and CSR initiatives ( Loureiro & Lopes, 2019 ). The final theme that emerged highlights social media as an agent of change. Different studies have found communication of sustainability performing a key role in shaping the pro-environmental decisions of the consumers and community ( Nadanyiova et al., 2020 ; Bailey et al., 2018 ), with media, especially social media acting as the catalyst ( Yamane & Kaneko, 2021 ; Han & Cheng, 2020 ; Xu & Han, 2019 ). Some notable points that emerged from the scoping review needs added emphasis. The role of social media influencers is being deliberated by industry professionals and researchers. In sustainability communications, green influencers and their content has the potential to be a persuasive voice of change. The pro-environmental behavior in the reviewed studies can be grouped into two main types, green purchase behavior that includes buying products that are labelled as green, and conservation behaviour such as knowledge-sharing, cause awareness and working toward protection of the environment. Sustainability communication on social media influences both the categories of PEB among Asian respondents. The influence of social media on youth or Gen Z is overarching and is true for communication of sustainability. Visual communication is seen as more effective than textual communication and it can be deduced that the effect of social media is platform agnostic; currently Instagram and YouTube take precedence, in the future any other visual-first medium may have the ability to influence pro-environmental behaviour. Social media with its participatory culture, is also evolving as an important forum for climate change discussion for both scientific and non-scientific communities, for environmentalists as well as skeptics in Asia. 6. Limitations and Conclusion The review has its limitations. Only English-language articles were considered, and the scope was restricted to research in Asia – both researchers and respondents from Asia. Future research can look at perspectives in non-English articles; also, it would be interesting to consider contributions from African and South American researchers to counterpoise American and European narratives. Further, a study could also be done on Asian researchers studying non-Asian respondents. Another limitation is that only Scopus was considered for the scoping review with the rationale that it is a comprehensive database for social science journals, however, future research can look at other databases such as JSTOR to expand the scope of the review. The findings of the scoping review suggest that sustainability communication on social media has substantial potential to improve the environmental awareness of the public and promote actual pro-environmental behavior in the two significant fields of green and conservation behavior. The study findings can be useful for researchers as it lists the current focus areas. The unique contribution of the paper is its emphasis on the Asian research perspectives on sustainability communication on social media which is evolving; with a growing understanding of its scope, this area of research will move from a nascent stage to maturity. Moreover, with social media providing newer avenues to increase reach among newer audiences, future researchers can conduct reviews to scope the maturing levels of sustainability communication on social media. The study provides a holistic view of the recent trends and possible future directions for sustainability communication on social media. The insights presented here can help in undertaking a systematic review of the literature on sustainability communication on social media in the future. Ethical consideration This marketing study was exempt from submission to the Institutional Ethics Committee of Manipal Academy of Higher Education, by clause 6 of the circular titled “Project Exemption from Submission to IEC,” issued by the Institutional Ethics Committee on 14/01/2021. Subject to this circular, approval is obtained from the MAHE PhD protocol committee (MAHE/CDS/PHD/2022) dated March 31, 2022. Corresponding author: Dr. Smitha Nayak ( [email protected] ). Data availability statement Underlying data The authors confirm that the data supporting the findings of this study are available within the article and its supplementary materials. The data extraction sheet with details of the research papers reviewed in this article has been uploaded on figshare. Figshare: Sustainability Communication on Social Media. 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Publisher Full Text Comments on this article Comments (0) Version 2 VERSION 2 PUBLISHED 24 Dec 2024 ADD YOUR COMMENT Comment Author details Author details 1 Manipal Institute of Communication, Manipal Academy of Higher Education, Manipal, Karnataka, 576104, India 2 Department of Humanities and Management, Manipal Institute of Technology, Manipal Academy of Higher Education, Manipal, Karnataka, 576104, India Shruthi V Shetty Roles: Conceptualization, Data Curation, Formal Analysis, Methodology, Visualization, Writing – Original Draft Preparation, Writing – Review & Editing Smitha Nayak Roles: Conceptualization, Formal Analysis, Supervision, Validation, Visualization, Writing – Original Draft Preparation, Writing – Review & Editing Competing interests No competing interests were disclosed. Grant information The author(s) declared that no grants were involved in supporting this work. Article Versions (2) version 2 Revised Published: 19 Mar 2025, 13:1558 https://doi.org/10.12688/f1000research.159108.2 version 1 Published: 24 Dec 2024, 13:1558 https://doi.org/10.12688/f1000research.159108.1 Copyright © 2025 Shetty SV and Nayak S. This is an open access article distributed under the terms of the Creative Commons Attribution License , which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. Download Export To Sciwheel Bibtex EndNote ProCite Ref. Manager (RIS) Sente metrics Views Downloads F1000Research - - PubMed Central info_outline Data from PMC are received and updated monthly. - - Citations open_in_new 0 open_in_new 0 open_in_new SEE MORE DETAILS CITE how to cite this article Shetty SV and Nayak S. Sustainability communication on social media in the last decade: A review of research perspectives from Asia [version 2; peer review: 2 approved, 1 approved with reservations] . F1000Research 2025, 13 :1558 ( https://doi.org/10.12688/f1000research.159108.2 ) NOTE: If applicable, it is important to ensure the information in square brackets after the title is included in all citations of this article. COPY CITATION DETAILS track receive updates on this article Track an article to receive email alerts on any updates to this article. TRACK THIS ARTICLE Share Open Peer Review Current Reviewer Status: ? Key to Reviewer Statuses VIEW HIDE Approved The paper is scientifically sound in its current form and only minor, if any, improvements are suggested Approved with reservations A number of small changes, sometimes more significant revisions are required to address specific details and improve the papers academic merit. Not approved Fundamental flaws in the paper seriously undermine the findings and conclusions Version 2 VERSION 2 PUBLISHED 19 Mar 2025 Revised Views 0 Cite How to cite this report: Bashar A. Reviewer Report For: Sustainability communication on social media in the last decade: A review of research perspectives from Asia [version 2; peer review: 2 approved, 1 approved with reservations] . F1000Research 2025, 13 :1558 ( https://doi.org/10.5256/f1000research.179115.r391460 ) The direct URL for this report is: https://f1000research.com/articles/13-1558/v2#referee-response-391460 NOTE: it is important to ensure the information in square brackets after the title is included in this citation. Close Copy Citation Details Reviewer Report 14 Aug 2025 Abu Bashar , Gulf University, Sanad, Central Governorate, Bahrain Approved VIEWS 0 https://doi.org/10.5256/f1000research.179115.r391460 Structural and Clarity Issues Abstract Structure : The abstract reads more like an introduction than a concise summary. Consider restructuring to clearly present: background, objective, methodology, key findings, and implications in a more balanced way. Lengthy Opening : The ... Continue reading READ ALL Structural and Clarity Issues Abstract Structure : The abstract reads more like an introduction than a concise summary. Consider restructuring to clearly present: background, objective, methodology, key findings, and implications in a more balanced way. Lengthy Opening : The first sentence is overly long and packed with multiple concepts. Break it into shorter, more focused sentences for better readability. Methodological Concerns Vague Methodology : The phrase "comprehensive search" and "clustered around common directions" lacks specificity. Include concrete details about search terms, inclusion/exclusion criteria, and the analytical framework used. Unclear Scope Definition : The definition of "Asian perspective" needs clarification. Does this mean studies by Asian researchers, studies conducted in Asia, or studies focusing on Asian populations? The current phrasing suggests all three, which may be too broad. Content and Language Issues Redundant Phrasing : Several phrases are repetitive (e.g., "sustainability communication" appears multiple times). Vary the language or use abbreviations after first mention. Grammatical Errors : "Few prominent themes" should be "A few prominent themes" or "Several prominent themes." Imprecise Language : Terms like "substantial potential" and "holistic view" are vague. Use more specific language to describe the actual contributions and findings. Missing Critical Elements Gap Identification : The abstract doesn't clearly articulate what gap in knowledge this review addresses or how it differs from previous reviews. Practical Implications : While mentioned briefly, the practical implications for practitioners, policymakers, or future researchers could be more explicitly stated. Limitations : Consider briefly acknowledging the study's limitations, such as the focus on one database or the geographic scope. Recommendations for Improvement Reorganize to follow a clearer abstract structure, specify the exact methodology used, define the scope more precisely, and ensure each sentence adds distinct value to the overall narrative. Is the topic of the review discussed comprehensively in the context of the current literature? Yes Are all factual statements correct and adequately supported by citations? Yes Is the review written in accessible language? Yes Are the conclusions drawn appropriate in the context of the current research literature? Yes Competing Interests: No competing interests were disclosed. Reviewer Expertise: Marketing Communications I confirm that I have read this submission and believe that I have an appropriate level of expertise to confirm that it is of an acceptable scientific standard. Close READ LESS CITE CITE HOW TO CITE THIS REPORT Bashar A. Reviewer Report For: Sustainability communication on social media in the last decade: A review of research perspectives from Asia [version 2; peer review: 2 approved, 1 approved with reservations] . F1000Research 2025, 13 :1558 ( https://doi.org/10.5256/f1000research.179115.r391460 ) The direct URL for this report is: https://f1000research.com/articles/13-1558/v2#referee-response-391460 NOTE: it is important to ensure the information in square brackets after the title is included in all citations of this article. COPY CITATION DETAILS Report a concern Respond or Comment COMMENT ON THIS REPORT Views 0 Cite How to cite this report: Sousa S. Reviewer Report For: Sustainability communication on social media in the last decade: A review of research perspectives from Asia [version 2; peer review: 2 approved, 1 approved with reservations] . F1000Research 2025, 13 :1558 ( https://doi.org/10.5256/f1000research.179115.r371696 ) The direct URL for this report is: https://f1000research.com/articles/13-1558/v2#referee-response-371696 NOTE: it is important to ensure the information in square brackets after the title is included in this citation. Close Copy Citation Details Reviewer Report 21 Mar 2025 Sara Sousa , Research Center for Natural Resources, Environment and Society (CERNAS), Polytechnic University of Coimbra, Coimbra, Portugal Approved VIEWS 0 https://doi.org/10.5256/f1000research.179115.r371696 Thank you for all ... Continue reading READ ALL Thank you for all the improvements you have made. Competing Interests: No competing interests were disclosed. Reviewer Expertise: Environmental economics, pro-environmental behavior, economic valuation of environmental impacts, renewable energy sources I confirm that I have read this submission and believe that I have an appropriate level of expertise to confirm that it is of an acceptable scientific standard. Close READ LESS CITE CITE HOW TO CITE THIS REPORT Sousa S. Reviewer Report For: Sustainability communication on social media in the last decade: A review of research perspectives from Asia [version 2; peer review: 2 approved, 1 approved with reservations] . F1000Research 2025, 13 :1558 ( https://doi.org/10.5256/f1000research.179115.r371696 ) The direct URL for this report is: https://f1000research.com/articles/13-1558/v2#referee-response-371696 NOTE: it is important to ensure the information in square brackets after the title is included in all citations of this article. COPY CITATION DETAILS Report a concern Respond or Comment COMMENT ON THIS REPORT Version 1 VERSION 1 PUBLISHED 24 Dec 2024 Views 0 Cite How to cite this report: Jamal FN. Reviewer Report For: Sustainability communication on social media in the last decade: A review of research perspectives from Asia [version 2; peer review: 2 approved, 1 approved with reservations] . F1000Research 2025, 13 :1558 ( https://doi.org/10.5256/f1000research.174791.r367103 ) The direct URL for this report is: https://f1000research.com/articles/13-1558/v1#referee-response-367103 NOTE: it is important to ensure the information in square brackets after the title is included in this citation. Close Copy Citation Details Reviewer Report 04 Mar 2025 Fauziyah Nur Jamal , Universitas Ahmad Dahlan, Yogyakarta, Special Region of Yogyakarta, Indonesia Approved with Reservations VIEWS 0 https://doi.org/10.5256/f1000research.174791.r367103 I have read it and the topic is very interesting, This is a good study. However, there are some weaknesses which need to be addressed further Abstract: Author(s) should understand that the abstract is a short note that expresses ... Continue reading READ ALL I have read it and the topic is very interesting, This is a good study. However, there are some weaknesses which need to be addressed further Abstract: Author(s) should understand that the abstract is a short note that expresses the work's contents. its contain : explored,examined,participants,surveys,measurement,result and implications. explained in more depth Abstract : Additionally, the literature points to the increasing usage of social media in the communication of sustainability with an increase of interest in this area among Asian researchers….Change the wording : Additionally, the literature points to the increasing usage of social media in communicating sustainability with an increase of interest in this area among Asian researchers. 1. The introduction must be accompanied by main results on a global scale, especially current world environmental issues that encourage sustainability which can be added by looking for the latest references. 2. Literature Review: This is fine. This could be addressed and brought to the introduction. 3. Methodology/Materials: Please describe experimental design, data sources, research methods, and other factors that influence interpretation of model in details. 4 Results and Findings: Good. 5. Discussion: good. However, it could be better to see how and why this study is better than other related and recent studies. 6. Conclusion: practical contributions are needed in this regard. Is the topic of the review discussed comprehensively in the context of the current literature? Yes Are all factual statements correct and adequately supported by citations? Yes Is the review written in accessible language? Partly Are the conclusions drawn appropriate in the context of the current research literature? Yes Competing Interests: No competing interests were disclosed. Reviewer Expertise: sustainability, green marketing,technopreneurship I confirm that I have read this submission and believe that I have an appropriate level of expertise to confirm that it is of an acceptable scientific standard, however I have significant reservations, as outlined above. Close READ LESS CITE CITE HOW TO CITE THIS REPORT Jamal FN. Reviewer Report For: Sustainability communication on social media in the last decade: A review of research perspectives from Asia [version 2; peer review: 2 approved, 1 approved with reservations] . F1000Research 2025, 13 :1558 ( https://doi.org/10.5256/f1000research.174791.r367103 ) The direct URL for this report is: https://f1000research.com/articles/13-1558/v1#referee-response-367103 NOTE: it is important to ensure the information in square brackets after the title is included in all citations of this article. COPY CITATION DETAILS Report a concern Author Response 19 Mar 2025 Shruthi V Shetty , Manipal Institute of Communication, Manipal Academy of Higher Education, Manipal, 576104, India 19 Mar 2025 Author Response Dear Ms. Jamal Thank you for reviewing the article and suggesting improvements. We have incorporated the suggestions and uploaded the new version of the manuscript. The response to the ... Continue reading Dear Ms. Jamal Thank you for reviewing the article and suggesting improvements. We have incorporated the suggestions and uploaded the new version of the manuscript. The response to the comments is listed below. Regards. Comment 1. Abstract: Author(s) should understand that the abstract is a short note that expresses the work's contents. its contain : explored,examined,participants,surveys,measurement,result and implications. explained in more depth Response: Thank you for the recommendation. The following additions have been made to improve text. Based on the analysis, the study presents the current direction of research in sustainability communication on social media in the areas of brand-generated sustainability communication, cause-generated content and user-generated content. Few prominent themes that emerged were of green marketing, greenwashing, s ocial media as a platform for active engagement and environment related discussions. The studies analyzed in the scoping review affirm that sustainability communication on social media in Asia has substantial potential to improve the environmental awareness of the public and promote actual pro-environmental behavior in the broad areas of green purchase and conservation behavior. Comment 2. Abstract : Additionally, the literature points to the increasing usage of social media in the communication of sustainability with an increase of interest in this area among Asian researchers….Change the wording : Additionally, the literature points to the increasing usage of social media in communicating sustainability with an increase of interest in this area among Asian researchers. Response: We acknowledge the suggestion. The necessary change in wording has been completed. Comment 3. The introduction must be accompanied by main results on a global scale, especially current world environmental issues that encourage sustainability which can be added by looking for the latest references. Response: We appreciate the recommendation. The following additions have been made to improve text and additional references have been incorporated. Globally, there is a growing awareness about, the imminent catastrophe due to environmental degradation as well as the steps necessary to safeguard ecology ( Crapa et al., 2023; Camilleri, 2017 ). Issues such as extreme weather conditions (Chen et al., 2023), extinction of species (Souza et al., 2022), imbalance in biodiversity (Corriea et al., 2023) and increased greenhouse gas emissions (Higueras‐Castillo et al., 2024) are of serious concern. The UN Agenda 2030 for Sustainable Development aims towards accomplishment of a balanced economic, social and environmental development. The United Nations Brundtland Commission (1987) defined sustainability as meeting the needs of the present without compromising the ability of future generations to meet their own needs. Sustainability is a buzzword today, subsumimg other often used terms such as triple bottom line, sustainable development, green business, corporate citizenship and corporate social responsibility (Kumar & Christodoulopoulou, 2013; Reilly & Larya, 2018). Green marketing communication has emerged as one of the leading ways in which corporates present their stance on sustainability as this fuels green purchase and proves profitable for them. (Corriea et al., 2023; Jamal et al., 2022; Jamal et al., 2021). Comment 4. Literature Review: This is fine. This could be addressed and brought to the introduction. Response: We acknowledge the suggestion. After deliberation, we found it more appropriate to retain the existing structure. The objective of this research endeavour was to review the literature published in the domain of sustainability communication on social media. Therefore, the introduction section of the manuscript captures the review of literature connected to the subject. The introduction has been strengthened with more references. Comment 5. Methodology/Materials: Please describe experimental design, data sources, research methods, and other factors that influence interpretation of model in details. Response: Thank you for the suggestion. In total 19 research studies have been included in the study. Details of the data sources has been highlighted in 2.1. Search Strategy. Additional figures have been added to elucidate more details of the selected studies under 2.4. Data Extraction. Figure 2. presents the types of research designs adopted in the reviewed papers. Figure 3. exhibits a network graph of the keywords used in the included articles. The details of each of the papers included in the study is presented in Table 1. Summary of articles included in the study Comment 6. Results and Findings: Good. Comment 7. Discussion: good. However, it could be better to see how and why this study is better than other related and recent studies. We acknowledge the suggestion. The following section has been added to the discussion and conclusion segment to address this. Some notable points that emerged from the scoping review needs added emphasis. The role of social media influencers is being deliberated by industry professionals and researchers. In sustainability communications, green influencers and their content has the potential to be a persuasive voice of change. The pro-environmental behavior in the reviewed studies can be grouped into two main types, green purchase behavior that includes buying products that are labelled as green, and conservation behaviour such as knowledge-sharing, cause awareness and working toward protection of the environment. Sustainability communication on social media influences both the categories of PEB among Asian respondents. The influence of social media on youth or Gen Z is overarching and is true for communication of sustainability. Visual communication is seen as more effective than textual communication and it can be deduced that the effect of social media is platform agnostic; currently Instagram and YouTube take precedence, in the future any other visual-first medium may have the ability to influence pro-environmental behaviour. Social media with its participatory culture, is also evolving as an important forum for climate change discussion for both scientific and non-scientific communities, for environmentalists as well as skeptics in Asia. Comment 8. Conclusion: practical contributions are needed in this regard. Thank you for the suggestion. The content has been reframed to highlight the practical contribution so the paper. The findings of the scoping review suggest that sustainability communication on social media has substantial potential to improve the environmental awareness of the public and promote actual pro-environmental behavior in the two significant fields of green and conservation behavior. The study findings can be useful for researchers as it lists the current focus areas. The unique contribution of the paper is its emphasis on the Asian research perspectives on sustainability communication on social media which is evolving; with a growing understanding of its scope, this area of research will move from a nascent stage to maturity. Dear Ms. Jamal Thank you for reviewing the article and suggesting improvements. We have incorporated the suggestions and uploaded the new version of the manuscript. The response to the comments is listed below. Regards. Comment 1. Abstract: Author(s) should understand that the abstract is a short note that expresses the work's contents. its contain : explored,examined,participants,surveys,measurement,result and implications. explained in more depth Response: Thank you for the recommendation. The following additions have been made to improve text. Based on the analysis, the study presents the current direction of research in sustainability communication on social media in the areas of brand-generated sustainability communication, cause-generated content and user-generated content. Few prominent themes that emerged were of green marketing, greenwashing, s ocial media as a platform for active engagement and environment related discussions. The studies analyzed in the scoping review affirm that sustainability communication on social media in Asia has substantial potential to improve the environmental awareness of the public and promote actual pro-environmental behavior in the broad areas of green purchase and conservation behavior. Comment 2. Abstract : Additionally, the literature points to the increasing usage of social media in the communication of sustainability with an increase of interest in this area among Asian researchers….Change the wording : Additionally, the literature points to the increasing usage of social media in communicating sustainability with an increase of interest in this area among Asian researchers. Response: We acknowledge the suggestion. The necessary change in wording has been completed. Comment 3. The introduction must be accompanied by main results on a global scale, especially current world environmental issues that encourage sustainability which can be added by looking for the latest references. Response: We appreciate the recommendation. The following additions have been made to improve text and additional references have been incorporated. Globally, there is a growing awareness about, the imminent catastrophe due to environmental degradation as well as the steps necessary to safeguard ecology ( Crapa et al., 2023; Camilleri, 2017 ). Issues such as extreme weather conditions (Chen et al., 2023), extinction of species (Souza et al., 2022), imbalance in biodiversity (Corriea et al., 2023) and increased greenhouse gas emissions (Higueras‐Castillo et al., 2024) are of serious concern. The UN Agenda 2030 for Sustainable Development aims towards accomplishment of a balanced economic, social and environmental development. The United Nations Brundtland Commission (1987) defined sustainability as meeting the needs of the present without compromising the ability of future generations to meet their own needs. Sustainability is a buzzword today, subsumimg other often used terms such as triple bottom line, sustainable development, green business, corporate citizenship and corporate social responsibility (Kumar & Christodoulopoulou, 2013; Reilly & Larya, 2018). Green marketing communication has emerged as one of the leading ways in which corporates present their stance on sustainability as this fuels green purchase and proves profitable for them. (Corriea et al., 2023; Jamal et al., 2022; Jamal et al., 2021). Comment 4. Literature Review: This is fine. This could be addressed and brought to the introduction. Response: We acknowledge the suggestion. After deliberation, we found it more appropriate to retain the existing structure. The objective of this research endeavour was to review the literature published in the domain of sustainability communication on social media. Therefore, the introduction section of the manuscript captures the review of literature connected to the subject. The introduction has been strengthened with more references. Comment 5. Methodology/Materials: Please describe experimental design, data sources, research methods, and other factors that influence interpretation of model in details. Response: Thank you for the suggestion. In total 19 research studies have been included in the study. Details of the data sources has been highlighted in 2.1. Search Strategy. Additional figures have been added to elucidate more details of the selected studies under 2.4. Data Extraction. Figure 2. presents the types of research designs adopted in the reviewed papers. Figure 3. exhibits a network graph of the keywords used in the included articles. The details of each of the papers included in the study is presented in Table 1. Summary of articles included in the study Comment 6. Results and Findings: Good. Comment 7. Discussion: good. However, it could be better to see how and why this study is better than other related and recent studies. We acknowledge the suggestion. The following section has been added to the discussion and conclusion segment to address this. Some notable points that emerged from the scoping review needs added emphasis. The role of social media influencers is being deliberated by industry professionals and researchers. In sustainability communications, green influencers and their content has the potential to be a persuasive voice of change. The pro-environmental behavior in the reviewed studies can be grouped into two main types, green purchase behavior that includes buying products that are labelled as green, and conservation behaviour such as knowledge-sharing, cause awareness and working toward protection of the environment. Sustainability communication on social media influences both the categories of PEB among Asian respondents. The influence of social media on youth or Gen Z is overarching and is true for communication of sustainability. Visual communication is seen as more effective than textual communication and it can be deduced that the effect of social media is platform agnostic; currently Instagram and YouTube take precedence, in the future any other visual-first medium may have the ability to influence pro-environmental behaviour. Social media with its participatory culture, is also evolving as an important forum for climate change discussion for both scientific and non-scientific communities, for environmentalists as well as skeptics in Asia. Comment 8. Conclusion: practical contributions are needed in this regard. Thank you for the suggestion. The content has been reframed to highlight the practical contribution so the paper. The findings of the scoping review suggest that sustainability communication on social media has substantial potential to improve the environmental awareness of the public and promote actual pro-environmental behavior in the two significant fields of green and conservation behavior. The study findings can be useful for researchers as it lists the current focus areas. The unique contribution of the paper is its emphasis on the Asian research perspectives on sustainability communication on social media which is evolving; with a growing understanding of its scope, this area of research will move from a nascent stage to maturity. Competing Interests: No competing interests were disclosed. Close Report a concern Respond or Comment COMMENTS ON THIS REPORT Author Response 19 Mar 2025 Shruthi V Shetty , Manipal Institute of Communication, Manipal Academy of Higher Education, Manipal, 576104, India 19 Mar 2025 Author Response Dear Ms. Jamal Thank you for reviewing the article and suggesting improvements. We have incorporated the suggestions and uploaded the new version of the manuscript. The response to the ... Continue reading Dear Ms. Jamal Thank you for reviewing the article and suggesting improvements. We have incorporated the suggestions and uploaded the new version of the manuscript. The response to the comments is listed below. Regards. Comment 1. Abstract: Author(s) should understand that the abstract is a short note that expresses the work's contents. its contain : explored,examined,participants,surveys,measurement,result and implications. explained in more depth Response: Thank you for the recommendation. The following additions have been made to improve text. Based on the analysis, the study presents the current direction of research in sustainability communication on social media in the areas of brand-generated sustainability communication, cause-generated content and user-generated content. Few prominent themes that emerged were of green marketing, greenwashing, s ocial media as a platform for active engagement and environment related discussions. The studies analyzed in the scoping review affirm that sustainability communication on social media in Asia has substantial potential to improve the environmental awareness of the public and promote actual pro-environmental behavior in the broad areas of green purchase and conservation behavior. Comment 2. Abstract : Additionally, the literature points to the increasing usage of social media in the communication of sustainability with an increase of interest in this area among Asian researchers….Change the wording : Additionally, the literature points to the increasing usage of social media in communicating sustainability with an increase of interest in this area among Asian researchers. Response: We acknowledge the suggestion. The necessary change in wording has been completed. Comment 3. The introduction must be accompanied by main results on a global scale, especially current world environmental issues that encourage sustainability which can be added by looking for the latest references. Response: We appreciate the recommendation. The following additions have been made to improve text and additional references have been incorporated. Globally, there is a growing awareness about, the imminent catastrophe due to environmental degradation as well as the steps necessary to safeguard ecology ( Crapa et al., 2023; Camilleri, 2017 ). Issues such as extreme weather conditions (Chen et al., 2023), extinction of species (Souza et al., 2022), imbalance in biodiversity (Corriea et al., 2023) and increased greenhouse gas emissions (Higueras‐Castillo et al., 2024) are of serious concern. The UN Agenda 2030 for Sustainable Development aims towards accomplishment of a balanced economic, social and environmental development. The United Nations Brundtland Commission (1987) defined sustainability as meeting the needs of the present without compromising the ability of future generations to meet their own needs. Sustainability is a buzzword today, subsumimg other often used terms such as triple bottom line, sustainable development, green business, corporate citizenship and corporate social responsibility (Kumar & Christodoulopoulou, 2013; Reilly & Larya, 2018). Green marketing communication has emerged as one of the leading ways in which corporates present their stance on sustainability as this fuels green purchase and proves profitable for them. (Corriea et al., 2023; Jamal et al., 2022; Jamal et al., 2021). Comment 4. Literature Review: This is fine. This could be addressed and brought to the introduction. Response: We acknowledge the suggestion. After deliberation, we found it more appropriate to retain the existing structure. The objective of this research endeavour was to review the literature published in the domain of sustainability communication on social media. Therefore, the introduction section of the manuscript captures the review of literature connected to the subject. The introduction has been strengthened with more references. Comment 5. Methodology/Materials: Please describe experimental design, data sources, research methods, and other factors that influence interpretation of model in details. Response: Thank you for the suggestion. In total 19 research studies have been included in the study. Details of the data sources has been highlighted in 2.1. Search Strategy. Additional figures have been added to elucidate more details of the selected studies under 2.4. Data Extraction. Figure 2. presents the types of research designs adopted in the reviewed papers. Figure 3. exhibits a network graph of the keywords used in the included articles. The details of each of the papers included in the study is presented in Table 1. Summary of articles included in the study Comment 6. Results and Findings: Good. Comment 7. Discussion: good. However, it could be better to see how and why this study is better than other related and recent studies. We acknowledge the suggestion. The following section has been added to the discussion and conclusion segment to address this. Some notable points that emerged from the scoping review needs added emphasis. The role of social media influencers is being deliberated by industry professionals and researchers. In sustainability communications, green influencers and their content has the potential to be a persuasive voice of change. The pro-environmental behavior in the reviewed studies can be grouped into two main types, green purchase behavior that includes buying products that are labelled as green, and conservation behaviour such as knowledge-sharing, cause awareness and working toward protection of the environment. Sustainability communication on social media influences both the categories of PEB among Asian respondents. The influence of social media on youth or Gen Z is overarching and is true for communication of sustainability. Visual communication is seen as more effective than textual communication and it can be deduced that the effect of social media is platform agnostic; currently Instagram and YouTube take precedence, in the future any other visual-first medium may have the ability to influence pro-environmental behaviour. Social media with its participatory culture, is also evolving as an important forum for climate change discussion for both scientific and non-scientific communities, for environmentalists as well as skeptics in Asia. Comment 8. Conclusion: practical contributions are needed in this regard. Thank you for the suggestion. The content has been reframed to highlight the practical contribution so the paper. The findings of the scoping review suggest that sustainability communication on social media has substantial potential to improve the environmental awareness of the public and promote actual pro-environmental behavior in the two significant fields of green and conservation behavior. The study findings can be useful for researchers as it lists the current focus areas. The unique contribution of the paper is its emphasis on the Asian research perspectives on sustainability communication on social media which is evolving; with a growing understanding of its scope, this area of research will move from a nascent stage to maturity. Dear Ms. Jamal Thank you for reviewing the article and suggesting improvements. We have incorporated the suggestions and uploaded the new version of the manuscript. The response to the comments is listed below. Regards. Comment 1. Abstract: Author(s) should understand that the abstract is a short note that expresses the work's contents. its contain : explored,examined,participants,surveys,measurement,result and implications. explained in more depth Response: Thank you for the recommendation. The following additions have been made to improve text. Based on the analysis, the study presents the current direction of research in sustainability communication on social media in the areas of brand-generated sustainability communication, cause-generated content and user-generated content. Few prominent themes that emerged were of green marketing, greenwashing, s ocial media as a platform for active engagement and environment related discussions. The studies analyzed in the scoping review affirm that sustainability communication on social media in Asia has substantial potential to improve the environmental awareness of the public and promote actual pro-environmental behavior in the broad areas of green purchase and conservation behavior. Comment 2. Abstract : Additionally, the literature points to the increasing usage of social media in the communication of sustainability with an increase of interest in this area among Asian researchers….Change the wording : Additionally, the literature points to the increasing usage of social media in communicating sustainability with an increase of interest in this area among Asian researchers. Response: We acknowledge the suggestion. The necessary change in wording has been completed. Comment 3. The introduction must be accompanied by main results on a global scale, especially current world environmental issues that encourage sustainability which can be added by looking for the latest references. Response: We appreciate the recommendation. The following additions have been made to improve text and additional references have been incorporated. Globally, there is a growing awareness about, the imminent catastrophe due to environmental degradation as well as the steps necessary to safeguard ecology ( Crapa et al., 2023; Camilleri, 2017 ). Issues such as extreme weather conditions (Chen et al., 2023), extinction of species (Souza et al., 2022), imbalance in biodiversity (Corriea et al., 2023) and increased greenhouse gas emissions (Higueras‐Castillo et al., 2024) are of serious concern. The UN Agenda 2030 for Sustainable Development aims towards accomplishment of a balanced economic, social and environmental development. The United Nations Brundtland Commission (1987) defined sustainability as meeting the needs of the present without compromising the ability of future generations to meet their own needs. Sustainability is a buzzword today, subsumimg other often used terms such as triple bottom line, sustainable development, green business, corporate citizenship and corporate social responsibility (Kumar & Christodoulopoulou, 2013; Reilly & Larya, 2018). Green marketing communication has emerged as one of the leading ways in which corporates present their stance on sustainability as this fuels green purchase and proves profitable for them. (Corriea et al., 2023; Jamal et al., 2022; Jamal et al., 2021). Comment 4. Literature Review: This is fine. This could be addressed and brought to the introduction. Response: We acknowledge the suggestion. After deliberation, we found it more appropriate to retain the existing structure. The objective of this research endeavour was to review the literature published in the domain of sustainability communication on social media. Therefore, the introduction section of the manuscript captures the review of literature connected to the subject. The introduction has been strengthened with more references. Comment 5. Methodology/Materials: Please describe experimental design, data sources, research methods, and other factors that influence interpretation of model in details. Response: Thank you for the suggestion. In total 19 research studies have been included in the study. Details of the data sources has been highlighted in 2.1. Search Strategy. Additional figures have been added to elucidate more details of the selected studies under 2.4. Data Extraction. Figure 2. presents the types of research designs adopted in the reviewed papers. Figure 3. exhibits a network graph of the keywords used in the included articles. The details of each of the papers included in the study is presented in Table 1. Summary of articles included in the study Comment 6. Results and Findings: Good. Comment 7. Discussion: good. However, it could be better to see how and why this study is better than other related and recent studies. We acknowledge the suggestion. The following section has been added to the discussion and conclusion segment to address this. Some notable points that emerged from the scoping review needs added emphasis. The role of social media influencers is being deliberated by industry professionals and researchers. In sustainability communications, green influencers and their content has the potential to be a persuasive voice of change. The pro-environmental behavior in the reviewed studies can be grouped into two main types, green purchase behavior that includes buying products that are labelled as green, and conservation behaviour such as knowledge-sharing, cause awareness and working toward protection of the environment. Sustainability communication on social media influences both the categories of PEB among Asian respondents. The influence of social media on youth or Gen Z is overarching and is true for communication of sustainability. Visual communication is seen as more effective than textual communication and it can be deduced that the effect of social media is platform agnostic; currently Instagram and YouTube take precedence, in the future any other visual-first medium may have the ability to influence pro-environmental behaviour. Social media with its participatory culture, is also evolving as an important forum for climate change discussion for both scientific and non-scientific communities, for environmentalists as well as skeptics in Asia. Comment 8. Conclusion: practical contributions are needed in this regard. Thank you for the suggestion. The content has been reframed to highlight the practical contribution so the paper. The findings of the scoping review suggest that sustainability communication on social media has substantial potential to improve the environmental awareness of the public and promote actual pro-environmental behavior in the two significant fields of green and conservation behavior. The study findings can be useful for researchers as it lists the current focus areas. The unique contribution of the paper is its emphasis on the Asian research perspectives on sustainability communication on social media which is evolving; with a growing understanding of its scope, this area of research will move from a nascent stage to maturity. Competing Interests: No competing interests were disclosed. Close Report a concern COMMENT ON THIS REPORT Views 0 Cite How to cite this report: Sousa S. Reviewer Report For: Sustainability communication on social media in the last decade: A review of research perspectives from Asia [version 2; peer review: 2 approved, 1 approved with reservations] . F1000Research 2025, 13 :1558 ( https://doi.org/10.5256/f1000research.174791.r368268 ) The direct URL for this report is: https://f1000research.com/articles/13-1558/v1#referee-response-368268 NOTE: it is important to ensure the information in square brackets after the title is included in this citation. Close Copy Citation Details Reviewer Report 27 Feb 2025 Sara Sousa , Research Center for Natural Resources, Environment and Society (CERNAS), Polytechnic University of Coimbra, Coimbra, Portugal Approved with Reservations VIEWS 0 https://doi.org/10.5256/f1000research.174791.r368268 The research paper is interesting, but needs some improvements, namely: In the introduction, authors should add more references and improve the text. Also in the introduction, authors should give the definition of the main ... Continue reading READ ALL The research paper is interesting, but needs some improvements, namely: In the introduction, authors should add more references and improve the text. Also in the introduction, authors should give the definition of the main concepts, such as sustainable development, sustainability, among others. I also suggest the authors to improve the text…it seems you write about different key subjects, but you do not go deeper. I suggest authors to read the work of Correia et al. and Sousa et al. These authors have published interesting papers on this subject In section 3 of data analysis, authors should develop more the subject. I am sure there is much more to write on this subject I also advice authors to enrich the paper with image, there is many interesting ways to do it, namely with clouds of keywords, etc. And the discussion needs to be improved Is the topic of the review discussed comprehensively in the context of the current literature? Partly Are all factual statements correct and adequately supported by citations? Partly Is the review written in accessible language? Yes Are the conclusions drawn appropriate in the context of the current research literature? Yes Competing Interests: No competing interests were disclosed. Reviewer Expertise: Environmental economics, pro-environmental behavior, economic valuation of environmental impacts, renewable energy sources I confirm that I have read this submission and believe that I have an appropriate level of expertise to confirm that it is of an acceptable scientific standard, however I have significant reservations, as outlined above. Close READ LESS CITE CITE HOW TO CITE THIS REPORT Sousa S. Reviewer Report For: Sustainability communication on social media in the last decade: A review of research perspectives from Asia [version 2; peer review: 2 approved, 1 approved with reservations] . F1000Research 2025, 13 :1558 ( https://doi.org/10.5256/f1000research.174791.r368268 ) The direct URL for this report is: https://f1000research.com/articles/13-1558/v1#referee-response-368268 NOTE: it is important to ensure the information in square brackets after the title is included in all citations of this article. COPY CITATION DETAILS Report a concern Author Response 19 Mar 2025 Shruthi V Shetty , Manipal Institute of Communication, Manipal Academy of Higher Education, Manipal, 576104, India 19 Mar 2025 Author Response Dear Ms. Sousa Thank you for reviewing the article and suggesting improvements. We have incorporated the suggestions and uploaded the new version of the manuscript. The response to the ... Continue reading Dear Ms. Sousa Thank you for reviewing the article and suggesting improvements. We have incorporated the suggestions and uploaded the new version of the manuscript. The response to the comments is listed below. Regards. Comment 1. In the introduction, authors should add more references and improve the text. Response: Thank you for the recommendation. The following additions have been made to improve text and additional references have been incorporated. The corresponding citations has been included in the references. Globally, there is a growing awareness about, the imminent catastrophe due to environmental degradation as well as the steps necessary to safeguard ecology ( Crapa et al., 2023; Camilleri, 2017). Issues such as extreme weather conditions (Chen et al., 2023), extinction of species (Souza et al., 2022), imbalance in biodiversity (Corriea et al., 2023) and increased greenhouse gas emissions (Higueras‐Castillo et al., 2024) are of serious concern. …a difference can also be made by undertaking micro-level change in the form of behavior interventions (Stieglitz et al., 2023) on people who consume materials and energy every day. Few more added in the relevant places of the manuscript Comment 2. Also in the introduction, authors should give the definition of the main concepts, such as sustainable development, sustainability, among others. Response: We acknowledge the suggestion; the following section has been added to the introduction. The UN Agenda 2030 for Sustainable Development aims towards accomplishment of a balanced economic, social and environmental development. The United Nations Brundtland Commission (1987) defined sustainability as meeting the needs of the present without compromising the ability of future generations to meet their own needs. Sustainability is a buzzword today, subsumimg other often used terms such as triple bottom line, sustainable development, green business, corporate citizenship and corporate social responsibility (Kumar & Christodoulopoulou, 2013; Reilly & Larya, 2018). Comment 3. I also suggest the authors to improve the text…it seems you write about different key subjects, but you do not go deeper. Response: Thank you for the suggestion. Few improvements/additions in the following sections have been carried out - Introduction, Results and the Discussion section. Comment 4. I suggest authors to read the work of Correia et al. and Sousa et al. These authors have published interesting papers on this subject Response: We appreciate the suggestion; studies by Correia et al. and Sousa et al. were referred and included in the relevant segments – 1. Introduction and 4.1. Theoretical Underpinnings. The corresponding citations has been included in the references. Green marketing communication has emerged as one of the leading ways in which corporates present their stance on sustainability as this fuels green purchase and proves profitable for them. ( Corriea et al., 2023; Jamal et al., 2022; Jamal et al., 2021). Azjen’s Theory of Planned Behaviour (TPB) is largely used by researchers to predict pro-environmental behavior; the core components of subjective norms, perceived behavioral control, and specifically attitude in varying degrees correlate to environmentally significant behavior ( Corriea et al., 2022; Souza et al., 2022; Yang et al., 2020; Paul et al., 2016; Ho et al., 2014). Comment 5: In section 3 of data analysis, authors should develop more the subject. I am sure there is much more to write on this subject Response: We acknowledge the suggestion; few more points have been added to the data analysis section. The researchers conducted a detailed analysis of the selected 19 studies, with careful deliberation over each of the study particulars mentioned in Table 1. To provide a coherent structure to the results, the insights were categorized into the following segments: theoretical frameworks, the direction of sustainability communication on social media in Asia, utility of social media in sustainability communication, and the prominent themes of sustainability communication on social media in Asia. Comment 6. I also advice authors to enrich the paper with image, there is many interesting ways to do it, namely with clouds of keywords, etc. Response: We appreciate the recommendation; two images have been added accordingly. Figure 2. presents the types of research design adopted in the reviewed papers. Figure 3. exhibits a network graph of the keywords used in the included articles. Comment 7. And the discussion needs to be improved Thank you for the suggestion. The following section has been added to the discussion segment. Some notable points that emerged from the scoping review needs added emphasis. The role of social media influencers is being deliberated by industry professionals and researchers. In sustainability communications, green influencers and their content has the potential to be a persuasive voice of change. The pro-environmental behavior in the reviewed studies can be grouped into two main types, green purchase behavior that includes buying products that are labelled as green, and conservation behaviour such as knowledge-sharing, cause awareness and working toward protection of the environment. Sustainability communication on social media influences both the categories of PEB among Asian respondents. The influence of social media on youth or Gen Z is overarching and is true for communication of sustainability. Visual communication is seen as more effective than textual communication and it can be deduced that the effect of social media is platform agnostic; currently Instagram and YouTube take precedence, in the future any other visual-first medium may have the ability to influence pro-environmental behaviour. Social media with its participatory culture, is also evolving as an important forum for climate change discussion for both scientific and non-scientific communities, for environmentalists as well as skeptics in Asia . Dear Ms. Sousa Thank you for reviewing the article and suggesting improvements. We have incorporated the suggestions and uploaded the new version of the manuscript. The response to the comments is listed below. Regards. Comment 1. In the introduction, authors should add more references and improve the text. Response: Thank you for the recommendation. The following additions have been made to improve text and additional references have been incorporated. The corresponding citations has been included in the references. Globally, there is a growing awareness about, the imminent catastrophe due to environmental degradation as well as the steps necessary to safeguard ecology ( Crapa et al., 2023; Camilleri, 2017). Issues such as extreme weather conditions (Chen et al., 2023), extinction of species (Souza et al., 2022), imbalance in biodiversity (Corriea et al., 2023) and increased greenhouse gas emissions (Higueras‐Castillo et al., 2024) are of serious concern. …a difference can also be made by undertaking micro-level change in the form of behavior interventions (Stieglitz et al., 2023) on people who consume materials and energy every day. Few more added in the relevant places of the manuscript Comment 2. Also in the introduction, authors should give the definition of the main concepts, such as sustainable development, sustainability, among others. Response: We acknowledge the suggestion; the following section has been added to the introduction. The UN Agenda 2030 for Sustainable Development aims towards accomplishment of a balanced economic, social and environmental development. The United Nations Brundtland Commission (1987) defined sustainability as meeting the needs of the present without compromising the ability of future generations to meet their own needs. Sustainability is a buzzword today, subsumimg other often used terms such as triple bottom line, sustainable development, green business, corporate citizenship and corporate social responsibility (Kumar & Christodoulopoulou, 2013; Reilly & Larya, 2018). Comment 3. I also suggest the authors to improve the text…it seems you write about different key subjects, but you do not go deeper. Response: Thank you for the suggestion. Few improvements/additions in the following sections have been carried out - Introduction, Results and the Discussion section. Comment 4. I suggest authors to read the work of Correia et al. and Sousa et al. These authors have published interesting papers on this subject Response: We appreciate the suggestion; studies by Correia et al. and Sousa et al. were referred and included in the relevant segments – 1. Introduction and 4.1. Theoretical Underpinnings. The corresponding citations has been included in the references. Green marketing communication has emerged as one of the leading ways in which corporates present their stance on sustainability as this fuels green purchase and proves profitable for them. ( Corriea et al., 2023; Jamal et al., 2022; Jamal et al., 2021). Azjen’s Theory of Planned Behaviour (TPB) is largely used by researchers to predict pro-environmental behavior; the core components of subjective norms, perceived behavioral control, and specifically attitude in varying degrees correlate to environmentally significant behavior ( Corriea et al., 2022; Souza et al., 2022; Yang et al., 2020; Paul et al., 2016; Ho et al., 2014). Comment 5: In section 3 of data analysis, authors should develop more the subject. I am sure there is much more to write on this subject Response: We acknowledge the suggestion; few more points have been added to the data analysis section. The researchers conducted a detailed analysis of the selected 19 studies, with careful deliberation over each of the study particulars mentioned in Table 1. To provide a coherent structure to the results, the insights were categorized into the following segments: theoretical frameworks, the direction of sustainability communication on social media in Asia, utility of social media in sustainability communication, and the prominent themes of sustainability communication on social media in Asia. Comment 6. I also advice authors to enrich the paper with image, there is many interesting ways to do it, namely with clouds of keywords, etc. Response: We appreciate the recommendation; two images have been added accordingly. Figure 2. presents the types of research design adopted in the reviewed papers. Figure 3. exhibits a network graph of the keywords used in the included articles. Comment 7. And the discussion needs to be improved Thank you for the suggestion. The following section has been added to the discussion segment. Some notable points that emerged from the scoping review needs added emphasis. The role of social media influencers is being deliberated by industry professionals and researchers. In sustainability communications, green influencers and their content has the potential to be a persuasive voice of change. The pro-environmental behavior in the reviewed studies can be grouped into two main types, green purchase behavior that includes buying products that are labelled as green, and conservation behaviour such as knowledge-sharing, cause awareness and working toward protection of the environment. Sustainability communication on social media influences both the categories of PEB among Asian respondents. The influence of social media on youth or Gen Z is overarching and is true for communication of sustainability. Visual communication is seen as more effective than textual communication and it can be deduced that the effect of social media is platform agnostic; currently Instagram and YouTube take precedence, in the future any other visual-first medium may have the ability to influence pro-environmental behaviour. Social media with its participatory culture, is also evolving as an important forum for climate change discussion for both scientific and non-scientific communities, for environmentalists as well as skeptics in Asia . Competing Interests: No competing interests were disclosed. Close Report a concern Respond or Comment COMMENTS ON THIS REPORT Author Response 19 Mar 2025 Shruthi V Shetty , Manipal Institute of Communication, Manipal Academy of Higher Education, Manipal, 576104, India 19 Mar 2025 Author Response Dear Ms. Sousa Thank you for reviewing the article and suggesting improvements. We have incorporated the suggestions and uploaded the new version of the manuscript. The response to the ... Continue reading Dear Ms. Sousa Thank you for reviewing the article and suggesting improvements. We have incorporated the suggestions and uploaded the new version of the manuscript. The response to the comments is listed below. Regards. Comment 1. In the introduction, authors should add more references and improve the text. Response: Thank you for the recommendation. The following additions have been made to improve text and additional references have been incorporated. The corresponding citations has been included in the references. Globally, there is a growing awareness about, the imminent catastrophe due to environmental degradation as well as the steps necessary to safeguard ecology ( Crapa et al., 2023; Camilleri, 2017). Issues such as extreme weather conditions (Chen et al., 2023), extinction of species (Souza et al., 2022), imbalance in biodiversity (Corriea et al., 2023) and increased greenhouse gas emissions (Higueras‐Castillo et al., 2024) are of serious concern. …a difference can also be made by undertaking micro-level change in the form of behavior interventions (Stieglitz et al., 2023) on people who consume materials and energy every day. Few more added in the relevant places of the manuscript Comment 2. Also in the introduction, authors should give the definition of the main concepts, such as sustainable development, sustainability, among others. Response: We acknowledge the suggestion; the following section has been added to the introduction. The UN Agenda 2030 for Sustainable Development aims towards accomplishment of a balanced economic, social and environmental development. The United Nations Brundtland Commission (1987) defined sustainability as meeting the needs of the present without compromising the ability of future generations to meet their own needs. Sustainability is a buzzword today, subsumimg other often used terms such as triple bottom line, sustainable development, green business, corporate citizenship and corporate social responsibility (Kumar & Christodoulopoulou, 2013; Reilly & Larya, 2018). Comment 3. I also suggest the authors to improve the text…it seems you write about different key subjects, but you do not go deeper. Response: Thank you for the suggestion. Few improvements/additions in the following sections have been carried out - Introduction, Results and the Discussion section. Comment 4. I suggest authors to read the work of Correia et al. and Sousa et al. These authors have published interesting papers on this subject Response: We appreciate the suggestion; studies by Correia et al. and Sousa et al. were referred and included in the relevant segments – 1. Introduction and 4.1. Theoretical Underpinnings. The corresponding citations has been included in the references. Green marketing communication has emerged as one of the leading ways in which corporates present their stance on sustainability as this fuels green purchase and proves profitable for them. ( Corriea et al., 2023; Jamal et al., 2022; Jamal et al., 2021). Azjen’s Theory of Planned Behaviour (TPB) is largely used by researchers to predict pro-environmental behavior; the core components of subjective norms, perceived behavioral control, and specifically attitude in varying degrees correlate to environmentally significant behavior ( Corriea et al., 2022; Souza et al., 2022; Yang et al., 2020; Paul et al., 2016; Ho et al., 2014). Comment 5: In section 3 of data analysis, authors should develop more the subject. I am sure there is much more to write on this subject Response: We acknowledge the suggestion; few more points have been added to the data analysis section. The researchers conducted a detailed analysis of the selected 19 studies, with careful deliberation over each of the study particulars mentioned in Table 1. To provide a coherent structure to the results, the insights were categorized into the following segments: theoretical frameworks, the direction of sustainability communication on social media in Asia, utility of social media in sustainability communication, and the prominent themes of sustainability communication on social media in Asia. Comment 6. I also advice authors to enrich the paper with image, there is many interesting ways to do it, namely with clouds of keywords, etc. Response: We appreciate the recommendation; two images have been added accordingly. Figure 2. presents the types of research design adopted in the reviewed papers. Figure 3. exhibits a network graph of the keywords used in the included articles. Comment 7. And the discussion needs to be improved Thank you for the suggestion. The following section has been added to the discussion segment. Some notable points that emerged from the scoping review needs added emphasis. The role of social media influencers is being deliberated by industry professionals and researchers. In sustainability communications, green influencers and their content has the potential to be a persuasive voice of change. The pro-environmental behavior in the reviewed studies can be grouped into two main types, green purchase behavior that includes buying products that are labelled as green, and conservation behaviour such as knowledge-sharing, cause awareness and working toward protection of the environment. Sustainability communication on social media influences both the categories of PEB among Asian respondents. The influence of social media on youth or Gen Z is overarching and is true for communication of sustainability. Visual communication is seen as more effective than textual communication and it can be deduced that the effect of social media is platform agnostic; currently Instagram and YouTube take precedence, in the future any other visual-first medium may have the ability to influence pro-environmental behaviour. Social media with its participatory culture, is also evolving as an important forum for climate change discussion for both scientific and non-scientific communities, for environmentalists as well as skeptics in Asia . Dear Ms. Sousa Thank you for reviewing the article and suggesting improvements. We have incorporated the suggestions and uploaded the new version of the manuscript. The response to the comments is listed below. Regards. Comment 1. In the introduction, authors should add more references and improve the text. Response: Thank you for the recommendation. The following additions have been made to improve text and additional references have been incorporated. The corresponding citations has been included in the references. Globally, there is a growing awareness about, the imminent catastrophe due to environmental degradation as well as the steps necessary to safeguard ecology ( Crapa et al., 2023; Camilleri, 2017). Issues such as extreme weather conditions (Chen et al., 2023), extinction of species (Souza et al., 2022), imbalance in biodiversity (Corriea et al., 2023) and increased greenhouse gas emissions (Higueras‐Castillo et al., 2024) are of serious concern. …a difference can also be made by undertaking micro-level change in the form of behavior interventions (Stieglitz et al., 2023) on people who consume materials and energy every day. Few more added in the relevant places of the manuscript Comment 2. Also in the introduction, authors should give the definition of the main concepts, such as sustainable development, sustainability, among others. Response: We acknowledge the suggestion; the following section has been added to the introduction. The UN Agenda 2030 for Sustainable Development aims towards accomplishment of a balanced economic, social and environmental development. The United Nations Brundtland Commission (1987) defined sustainability as meeting the needs of the present without compromising the ability of future generations to meet their own needs. Sustainability is a buzzword today, subsumimg other often used terms such as triple bottom line, sustainable development, green business, corporate citizenship and corporate social responsibility (Kumar & Christodoulopoulou, 2013; Reilly & Larya, 2018). Comment 3. I also suggest the authors to improve the text…it seems you write about different key subjects, but you do not go deeper. Response: Thank you for the suggestion. Few improvements/additions in the following sections have been carried out - Introduction, Results and the Discussion section. Comment 4. I suggest authors to read the work of Correia et al. and Sousa et al. These authors have published interesting papers on this subject Response: We appreciate the suggestion; studies by Correia et al. and Sousa et al. were referred and included in the relevant segments – 1. Introduction and 4.1. Theoretical Underpinnings. The corresponding citations has been included in the references. Green marketing communication has emerged as one of the leading ways in which corporates present their stance on sustainability as this fuels green purchase and proves profitable for them. ( Corriea et al., 2023; Jamal et al., 2022; Jamal et al., 2021). Azjen’s Theory of Planned Behaviour (TPB) is largely used by researchers to predict pro-environmental behavior; the core components of subjective norms, perceived behavioral control, and specifically attitude in varying degrees correlate to environmentally significant behavior ( Corriea et al., 2022; Souza et al., 2022; Yang et al., 2020; Paul et al., 2016; Ho et al., 2014). Comment 5: In section 3 of data analysis, authors should develop more the subject. I am sure there is much more to write on this subject Response: We acknowledge the suggestion; few more points have been added to the data analysis section. The researchers conducted a detailed analysis of the selected 19 studies, with careful deliberation over each of the study particulars mentioned in Table 1. To provide a coherent structure to the results, the insights were categorized into the following segments: theoretical frameworks, the direction of sustainability communication on social media in Asia, utility of social media in sustainability communication, and the prominent themes of sustainability communication on social media in Asia. Comment 6. I also advice authors to enrich the paper with image, there is many interesting ways to do it, namely with clouds of keywords, etc. Response: We appreciate the recommendation; two images have been added accordingly. Figure 2. presents the types of research design adopted in the reviewed papers. Figure 3. exhibits a network graph of the keywords used in the included articles. Comment 7. And the discussion needs to be improved Thank you for the suggestion. The following section has been added to the discussion segment. Some notable points that emerged from the scoping review needs added emphasis. The role of social media influencers is being deliberated by industry professionals and researchers. In sustainability communications, green influencers and their content has the potential to be a persuasive voice of change. The pro-environmental behavior in the reviewed studies can be grouped into two main types, green purchase behavior that includes buying products that are labelled as green, and conservation behaviour such as knowledge-sharing, cause awareness and working toward protection of the environment. Sustainability communication on social media influences both the categories of PEB among Asian respondents. The influence of social media on youth or Gen Z is overarching and is true for communication of sustainability. Visual communication is seen as more effective than textual communication and it can be deduced that the effect of social media is platform agnostic; currently Instagram and YouTube take precedence, in the future any other visual-first medium may have the ability to influence pro-environmental behaviour. Social media with its participatory culture, is also evolving as an important forum for climate change discussion for both scientific and non-scientific communities, for environmentalists as well as skeptics in Asia . Competing Interests: No competing interests were disclosed. Close Report a concern COMMENT ON THIS REPORT Comments on this article Comments (0) Version 2 VERSION 2 PUBLISHED 24 Dec 2024 ADD YOUR COMMENT Comment keyboard_arrow_left keyboard_arrow_right Open Peer Review Reviewer Status info_outline Alongside their report, reviewers assign a status to the article: Approved The paper is scientifically sound in its current form and only minor, if any, improvements are suggested Approved with reservations A number of small changes, sometimes more significant revisions are required to address specific details and improve the papers academic merit. Not approved Fundamental flaws in the paper seriously undermine the findings and conclusions Reviewer Reports Invited Reviewers 1 2 3 Version 2 (revision) 19 Mar 25 read read Version 1 24 Dec 24 read read Sara Sousa , Polytechnic University of Coimbra, Coimbra, Portugal Fauziyah Nur Jamal , Universitas Ahmad Dahlan, Yogyakarta, Indonesia Abu Bashar , Gulf University, Sanad, Bahrain Comments on this article All Comments (0) Add a comment Sign up for content alerts Sign Up You are now signed up to receive this alert Browse by related subjects keyboard_arrow_left Back to all reports Reviewer Report 0 Views copyright © 2025 Bashar A. This is an open access peer review report distributed under the terms of the Creative Commons Attribution License , which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. 14 Aug 2025 | for Version 2 Abu Bashar , Gulf University, Sanad, Central Governorate, Bahrain 0 Views copyright © 2025 Bashar A. This is an open access peer review report distributed under the terms of the Creative Commons Attribution License , which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. format_quote Cite this report speaker_notes Responses (0) Approved info_outline Alongside their report, reviewers assign a status to the article: Approved The paper is scientifically sound in its current form and only minor, if any, improvements are suggested Approved with reservations A number of small changes, sometimes more significant revisions are required to address specific details and improve the papers academic merit. Not approved Fundamental flaws in the paper seriously undermine the findings and conclusions Structural and Clarity Issues Abstract Structure : The abstract reads more like an introduction than a concise summary. Consider restructuring to clearly present: background, objective, methodology, key findings, and implications in a more balanced way. Lengthy Opening : The first sentence is overly long and packed with multiple concepts. Break it into shorter, more focused sentences for better readability. Methodological Concerns Vague Methodology : The phrase "comprehensive search" and "clustered around common directions" lacks specificity. Include concrete details about search terms, inclusion/exclusion criteria, and the analytical framework used. Unclear Scope Definition : The definition of "Asian perspective" needs clarification. Does this mean studies by Asian researchers, studies conducted in Asia, or studies focusing on Asian populations? The current phrasing suggests all three, which may be too broad. Content and Language Issues Redundant Phrasing : Several phrases are repetitive (e.g., "sustainability communication" appears multiple times). Vary the language or use abbreviations after first mention. Grammatical Errors : "Few prominent themes" should be "A few prominent themes" or "Several prominent themes." Imprecise Language : Terms like "substantial potential" and "holistic view" are vague. Use more specific language to describe the actual contributions and findings. Missing Critical Elements Gap Identification : The abstract doesn't clearly articulate what gap in knowledge this review addresses or how it differs from previous reviews. Practical Implications : While mentioned briefly, the practical implications for practitioners, policymakers, or future researchers could be more explicitly stated. Limitations : Consider briefly acknowledging the study's limitations, such as the focus on one database or the geographic scope. Recommendations for Improvement Reorganize to follow a clearer abstract structure, specify the exact methodology used, define the scope more precisely, and ensure each sentence adds distinct value to the overall narrative. Is the topic of the review discussed comprehensively in the context of the current literature? Yes Are all factual statements correct and adequately supported by citations? Yes Is the review written in accessible language? Yes Are the conclusions drawn appropriate in the context of the current research literature? Yes Competing Interests No competing interests were disclosed. Reviewer Expertise Marketing Communications I confirm that I have read this submission and believe that I have an appropriate level of expertise to confirm that it is of an acceptable scientific standard. reply Respond to this report Responses (0) Bashar A. Peer Review Report For: Sustainability communication on social media in the last decade: A review of research perspectives from Asia [version 2; peer review: 2 approved, 1 approved with reservations] . F1000Research 2025, 13 :1558 ( https://doi.org/10.5256/f1000research.179115.r391460) NOTE: it is important to ensure the information in square brackets after the title is included in this citation. The direct URL for this report is: https://f1000research.com/articles/13-1558/v2#referee-response-391460 keyboard_arrow_left Back to all reports Reviewer Report 0 Views copyright © 2025 Sousa S. This is an open access peer review report distributed under the terms of the Creative Commons Attribution License , which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. 21 Mar 2025 | for Version 2 Sara Sousa , Research Center for Natural Resources, Environment and Society (CERNAS), Polytechnic University of Coimbra, Coimbra, Portugal 0 Views copyright © 2025 Sousa S. This is an open access peer review report distributed under the terms of the Creative Commons Attribution License , which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. format_quote Cite this report speaker_notes Responses (0) Approved info_outline Alongside their report, reviewers assign a status to the article: Approved The paper is scientifically sound in its current form and only minor, if any, improvements are suggested Approved with reservations A number of small changes, sometimes more significant revisions are required to address specific details and improve the papers academic merit. Not approved Fundamental flaws in the paper seriously undermine the findings and conclusions Thank you for all the improvements you have made. Competing Interests No competing interests were disclosed. Reviewer Expertise Environmental economics, pro-environmental behavior, economic valuation of environmental impacts, renewable energy sources I confirm that I have read this submission and believe that I have an appropriate level of expertise to confirm that it is of an acceptable scientific standard. reply Respond to this report Responses (0) Sousa S. Peer Review Report For: Sustainability communication on social media in the last decade: A review of research perspectives from Asia [version 2; peer review: 2 approved, 1 approved with reservations] . F1000Research 2025, 13 :1558 ( https://doi.org/10.5256/f1000research.179115.r371696) NOTE: it is important to ensure the information in square brackets after the title is included in this citation. The direct URL for this report is: https://f1000research.com/articles/13-1558/v2#referee-response-371696 keyboard_arrow_left Back to all reports Reviewer Report 0 Views copyright © 2025 Jamal F. This is an open access peer review report distributed under the terms of the Creative Commons Attribution License , which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. 04 Mar 2025 | for Version 1 Fauziyah Nur Jamal , Universitas Ahmad Dahlan, Yogyakarta, Special Region of Yogyakarta, Indonesia 0 Views copyright © 2025 Jamal F. This is an open access peer review report distributed under the terms of the Creative Commons Attribution License , which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. format_quote Cite this report speaker_notes Responses (1) Approved With Reservations info_outline Alongside their report, reviewers assign a status to the article: Approved The paper is scientifically sound in its current form and only minor, if any, improvements are suggested Approved with reservations A number of small changes, sometimes more significant revisions are required to address specific details and improve the papers academic merit. Not approved Fundamental flaws in the paper seriously undermine the findings and conclusions I have read it and the topic is very interesting, This is a good study. However, there are some weaknesses which need to be addressed further Abstract: Author(s) should understand that the abstract is a short note that expresses the work's contents. its contain : explored,examined,participants,surveys,measurement,result and implications. explained in more depth Abstract : Additionally, the literature points to the increasing usage of social media in the communication of sustainability with an increase of interest in this area among Asian researchers….Change the wording : Additionally, the literature points to the increasing usage of social media in communicating sustainability with an increase of interest in this area among Asian researchers. 1. The introduction must be accompanied by main results on a global scale, especially current world environmental issues that encourage sustainability which can be added by looking for the latest references. 2. Literature Review: This is fine. This could be addressed and brought to the introduction. 3. Methodology/Materials: Please describe experimental design, data sources, research methods, and other factors that influence interpretation of model in details. 4 Results and Findings: Good. 5. Discussion: good. However, it could be better to see how and why this study is better than other related and recent studies. 6. Conclusion: practical contributions are needed in this regard. Is the topic of the review discussed comprehensively in the context of the current literature? Yes Are all factual statements correct and adequately supported by citations? Yes Is the review written in accessible language? Partly Are the conclusions drawn appropriate in the context of the current research literature? Yes Competing Interests No competing interests were disclosed. Reviewer Expertise sustainability, green marketing,technopreneurship I confirm that I have read this submission and believe that I have an appropriate level of expertise to confirm that it is of an acceptable scientific standard, however I have significant reservations, as outlined above. reply Respond to this report Responses (1) Author Response 19 Mar 2025 Shruthi V Shetty, Manipal Institute of Communication, Manipal Academy of Higher Education, Manipal, 576104, India Dear Ms. Jamal Thank you for reviewing the article and suggesting improvements. We have incorporated the suggestions and uploaded the new version of the manuscript. The response to the comments is listed below. Regards. Comment 1. Abstract: Author(s) should understand that the abstract is a short note that expresses the work's contents. its contain : explored,examined,participants,surveys,measurement,result and implications. explained in more depth Response: Thank you for the recommendation. The following additions have been made to improve text. Based on the analysis, the study presents the current direction of research in sustainability communication on social media in the areas of brand-generated sustainability communication, cause-generated content and user-generated content. Few prominent themes that emerged were of green marketing, greenwashing, s ocial media as a platform for active engagement and environment related discussions. The studies analyzed in the scoping review affirm that sustainability communication on social media in Asia has substantial potential to improve the environmental awareness of the public and promote actual pro-environmental behavior in the broad areas of green purchase and conservation behavior. Comment 2. Abstract : Additionally, the literature points to the increasing usage of social media in the communication of sustainability with an increase of interest in this area among Asian researchers….Change the wording : Additionally, the literature points to the increasing usage of social media in communicating sustainability with an increase of interest in this area among Asian researchers. Response: We acknowledge the suggestion. The necessary change in wording has been completed. Comment 3. The introduction must be accompanied by main results on a global scale, especially current world environmental issues that encourage sustainability which can be added by looking for the latest references. Response: We appreciate the recommendation. The following additions have been made to improve text and additional references have been incorporated. Globally, there is a growing awareness about, the imminent catastrophe due to environmental degradation as well as the steps necessary to safeguard ecology ( Crapa et al., 2023; Camilleri, 2017 ). Issues such as extreme weather conditions (Chen et al., 2023), extinction of species (Souza et al., 2022), imbalance in biodiversity (Corriea et al., 2023) and increased greenhouse gas emissions (Higueras‐Castillo et al., 2024) are of serious concern. The UN Agenda 2030 for Sustainable Development aims towards accomplishment of a balanced economic, social and environmental development. The United Nations Brundtland Commission (1987) defined sustainability as meeting the needs of the present without compromising the ability of future generations to meet their own needs. Sustainability is a buzzword today, subsumimg other often used terms such as triple bottom line, sustainable development, green business, corporate citizenship and corporate social responsibility (Kumar & Christodoulopoulou, 2013; Reilly & Larya, 2018). Green marketing communication has emerged as one of the leading ways in which corporates present their stance on sustainability as this fuels green purchase and proves profitable for them. (Corriea et al., 2023; Jamal et al., 2022; Jamal et al., 2021). Comment 4. Literature Review: This is fine. This could be addressed and brought to the introduction. Response: We acknowledge the suggestion. After deliberation, we found it more appropriate to retain the existing structure. The objective of this research endeavour was to review the literature published in the domain of sustainability communication on social media. Therefore, the introduction section of the manuscript captures the review of literature connected to the subject. The introduction has been strengthened with more references. Comment 5. Methodology/Materials: Please describe experimental design, data sources, research methods, and other factors that influence interpretation of model in details. Response: Thank you for the suggestion. In total 19 research studies have been included in the study. Details of the data sources has been highlighted in 2.1. Search Strategy. Additional figures have been added to elucidate more details of the selected studies under 2.4. Data Extraction. Figure 2. presents the types of research designs adopted in the reviewed papers. Figure 3. exhibits a network graph of the keywords used in the included articles. The details of each of the papers included in the study is presented in Table 1. Summary of articles included in the study Comment 6. Results and Findings: Good. Comment 7. Discussion: good. However, it could be better to see how and why this study is better than other related and recent studies. We acknowledge the suggestion. The following section has been added to the discussion and conclusion segment to address this. Some notable points that emerged from the scoping review needs added emphasis. The role of social media influencers is being deliberated by industry professionals and researchers. In sustainability communications, green influencers and their content has the potential to be a persuasive voice of change. The pro-environmental behavior in the reviewed studies can be grouped into two main types, green purchase behavior that includes buying products that are labelled as green, and conservation behaviour such as knowledge-sharing, cause awareness and working toward protection of the environment. Sustainability communication on social media influences both the categories of PEB among Asian respondents. The influence of social media on youth or Gen Z is overarching and is true for communication of sustainability. Visual communication is seen as more effective than textual communication and it can be deduced that the effect of social media is platform agnostic; currently Instagram and YouTube take precedence, in the future any other visual-first medium may have the ability to influence pro-environmental behaviour. Social media with its participatory culture, is also evolving as an important forum for climate change discussion for both scientific and non-scientific communities, for environmentalists as well as skeptics in Asia. Comment 8. Conclusion: practical contributions are needed in this regard. Thank you for the suggestion. The content has been reframed to highlight the practical contribution so the paper. The findings of the scoping review suggest that sustainability communication on social media has substantial potential to improve the environmental awareness of the public and promote actual pro-environmental behavior in the two significant fields of green and conservation behavior. The study findings can be useful for researchers as it lists the current focus areas. The unique contribution of the paper is its emphasis on the Asian research perspectives on sustainability communication on social media which is evolving; with a growing understanding of its scope, this area of research will move from a nascent stage to maturity. View more View less Competing Interests No competing interests were disclosed. reply Respond Report a concern Jamal FN. Peer Review Report For: Sustainability communication on social media in the last decade: A review of research perspectives from Asia [version 2; peer review: 2 approved, 1 approved with reservations] . F1000Research 2025, 13 :1558 ( https://doi.org/10.5256/f1000research.174791.r367103) NOTE: it is important to ensure the information in square brackets after the title is included in this citation. The direct URL for this report is: https://f1000research.com/articles/13-1558/v1#referee-response-367103 keyboard_arrow_left Back to all reports Reviewer Report 0 Views copyright © 2025 Sousa S. This is an open access peer review report distributed under the terms of the Creative Commons Attribution License , which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. 27 Feb 2025 | for Version 1 Sara Sousa , Research Center for Natural Resources, Environment and Society (CERNAS), Polytechnic University of Coimbra, Coimbra, Portugal 0 Views copyright © 2025 Sousa S. This is an open access peer review report distributed under the terms of the Creative Commons Attribution License , which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. format_quote Cite this report speaker_notes Responses (1) Approved With Reservations info_outline Alongside their report, reviewers assign a status to the article: Approved The paper is scientifically sound in its current form and only minor, if any, improvements are suggested Approved with reservations A number of small changes, sometimes more significant revisions are required to address specific details and improve the papers academic merit. Not approved Fundamental flaws in the paper seriously undermine the findings and conclusions The research paper is interesting, but needs some improvements, namely: In the introduction, authors should add more references and improve the text. Also in the introduction, authors should give the definition of the main concepts, such as sustainable development, sustainability, among others. I also suggest the authors to improve the text…it seems you write about different key subjects, but you do not go deeper. I suggest authors to read the work of Correia et al. and Sousa et al. These authors have published interesting papers on this subject In section 3 of data analysis, authors should develop more the subject. I am sure there is much more to write on this subject I also advice authors to enrich the paper with image, there is many interesting ways to do it, namely with clouds of keywords, etc. And the discussion needs to be improved Is the topic of the review discussed comprehensively in the context of the current literature? Partly Are all factual statements correct and adequately supported by citations? Partly Is the review written in accessible language? Yes Are the conclusions drawn appropriate in the context of the current research literature? Yes Competing Interests No competing interests were disclosed. Reviewer Expertise Environmental economics, pro-environmental behavior, economic valuation of environmental impacts, renewable energy sources I confirm that I have read this submission and believe that I have an appropriate level of expertise to confirm that it is of an acceptable scientific standard, however I have significant reservations, as outlined above. reply Respond to this report Responses (1) Author Response 19 Mar 2025 Shruthi V Shetty, Manipal Institute of Communication, Manipal Academy of Higher Education, Manipal, 576104, India Dear Ms. Sousa Thank you for reviewing the article and suggesting improvements. We have incorporated the suggestions and uploaded the new version of the manuscript. The response to the comments is listed below. Regards. Comment 1. In the introduction, authors should add more references and improve the text. Response: Thank you for the recommendation. The following additions have been made to improve text and additional references have been incorporated. The corresponding citations has been included in the references. Globally, there is a growing awareness about, the imminent catastrophe due to environmental degradation as well as the steps necessary to safeguard ecology ( Crapa et al., 2023; Camilleri, 2017). Issues such as extreme weather conditions (Chen et al., 2023), extinction of species (Souza et al., 2022), imbalance in biodiversity (Corriea et al., 2023) and increased greenhouse gas emissions (Higueras‐Castillo et al., 2024) are of serious concern. …a difference can also be made by undertaking micro-level change in the form of behavior interventions (Stieglitz et al., 2023) on people who consume materials and energy every day. Few more added in the relevant places of the manuscript Comment 2. Also in the introduction, authors should give the definition of the main concepts, such as sustainable development, sustainability, among others. Response: We acknowledge the suggestion; the following section has been added to the introduction. The UN Agenda 2030 for Sustainable Development aims towards accomplishment of a balanced economic, social and environmental development. The United Nations Brundtland Commission (1987) defined sustainability as meeting the needs of the present without compromising the ability of future generations to meet their own needs. Sustainability is a buzzword today, subsumimg other often used terms such as triple bottom line, sustainable development, green business, corporate citizenship and corporate social responsibility (Kumar & Christodoulopoulou, 2013; Reilly & Larya, 2018). Comment 3. I also suggest the authors to improve the text…it seems you write about different key subjects, but you do not go deeper. Response: Thank you for the suggestion. Few improvements/additions in the following sections have been carried out - Introduction, Results and the Discussion section. Comment 4. I suggest authors to read the work of Correia et al. and Sousa et al. These authors have published interesting papers on this subject Response: We appreciate the suggestion; studies by Correia et al. and Sousa et al. were referred and included in the relevant segments – 1. Introduction and 4.1. Theoretical Underpinnings. The corresponding citations has been included in the references. Green marketing communication has emerged as one of the leading ways in which corporates present their stance on sustainability as this fuels green purchase and proves profitable for them. ( Corriea et al., 2023; Jamal et al., 2022; Jamal et al., 2021). Azjen’s Theory of Planned Behaviour (TPB) is largely used by researchers to predict pro-environmental behavior; the core components of subjective norms, perceived behavioral control, and specifically attitude in varying degrees correlate to environmentally significant behavior ( Corriea et al., 2022; Souza et al., 2022; Yang et al., 2020; Paul et al., 2016; Ho et al., 2014). Comment 5: In section 3 of data analysis, authors should develop more the subject. I am sure there is much more to write on this subject Response: We acknowledge the suggestion; few more points have been added to the data analysis section. The researchers conducted a detailed analysis of the selected 19 studies, with careful deliberation over each of the study particulars mentioned in Table 1. To provide a coherent structure to the results, the insights were categorized into the following segments: theoretical frameworks, the direction of sustainability communication on social media in Asia, utility of social media in sustainability communication, and the prominent themes of sustainability communication on social media in Asia. Comment 6. I also advice authors to enrich the paper with image, there is many interesting ways to do it, namely with clouds of keywords, etc. Response: We appreciate the recommendation; two images have been added accordingly. Figure 2. presents the types of research design adopted in the reviewed papers. Figure 3. exhibits a network graph of the keywords used in the included articles. Comment 7. And the discussion needs to be improved Thank you for the suggestion. The following section has been added to the discussion segment. Some notable points that emerged from the scoping review needs added emphasis. The role of social media influencers is being deliberated by industry professionals and researchers. In sustainability communications, green influencers and their content has the potential to be a persuasive voice of change. The pro-environmental behavior in the reviewed studies can be grouped into two main types, green purchase behavior that includes buying products that are labelled as green, and conservation behaviour such as knowledge-sharing, cause awareness and working toward protection of the environment. Sustainability communication on social media influences both the categories of PEB among Asian respondents. The influence of social media on youth or Gen Z is overarching and is true for communication of sustainability. Visual communication is seen as more effective than textual communication and it can be deduced that the effect of social media is platform agnostic; currently Instagram and YouTube take precedence, in the future any other visual-first medium may have the ability to influence pro-environmental behaviour. Social media with its participatory culture, is also evolving as an important forum for climate change discussion for both scientific and non-scientific communities, for environmentalists as well as skeptics in Asia . View more View less Competing Interests No competing interests were disclosed. reply Respond Report a concern Sousa S. Peer Review Report For: Sustainability communication on social media in the last decade: A review of research perspectives from Asia [version 2; peer review: 2 approved, 1 approved with reservations] . F1000Research 2025, 13 :1558 ( https://doi.org/10.5256/f1000research.174791.r368268) NOTE: it is important to ensure the information in square brackets after the title is included in this citation. The direct URL for this report is: https://f1000research.com/articles/13-1558/v1#referee-response-368268 Alongside their report, reviewers assign a status to the article: Approved - the paper is scientifically sound in its current form and only minor, if any, improvements are suggested Approved with reservations - A number of small changes, sometimes more significant revisions are required to address specific details and improve the papers academic merit. Not approved - fundamental flaws in the paper seriously undermine the findings and conclusions Adjust parameters to alter display View on desktop for interactive features Includes Interactive Elements View on desktop for interactive features Competing Interests Policy Provide sufficient details of any financial or non-financial competing interests to enable users to assess whether your comments might lead a reasonable person to question your impartiality. Consider the following examples, but note that this is not an exhaustive list: Examples of 'Non-Financial Competing Interests' Within the past 4 years, you have held joint grants, published or collaborated with any of the authors of the selected paper. You have a close personal relationship (e.g. parent, spouse, sibling, or domestic partner) with any of the authors. You are a close professional associate of any of the authors (e.g. scientific mentor, recent student). You work at the same institute as any of the authors. 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