Hashtagging concerns: an examination of influence work and the practice of sustainable behaviour

This research employs market studies as a conceptual lens, drawing from Harrison and Kjellberg (2016), to explore how social media users organise themselves for sustainability activism, using the #ditchthestraw campaign as a case study. The work addresses how digital influence shapes activism, particularly in stimulating sustainable practices, crucial for addressing environmental concerns. This is significant because market studies provides a structured approach to understand the complex dynamics of digital activism such as #ditchthestraw. Market studies allows researchers to examine how markets are constituted, how they function, and their social impact (Harrison and Kjellberg, 2016). Using issue mapping in a multi-modal research approach, the findings identify micro-interactions in sustainability influence work on social media, moving beyond effectiveness discussions to understand practices. In utilising Callon's (1986) translation process, this research reveals how influence work reconfigures, contributing to understanding transformative processes in sustainability activism. Research Implications of this research include how actors shape sustainable markets through influence work, emphasising the role of hashtags and tagging in driving environmental advocacy. Moreover, the implication of this research extends to elucidate the transformative processes in sustainability activism, specifically how market actors employ digital tools such as hashtags to curate and influence sustainable markets. This research underscores the potency of social media in catalysing environmental advocacy, offering novel insights into mechanisms through which social media platforms can facilitate significant shifts in sustainable consumer practices and market trends. Furthermore, this research contributes to the fields of consumer behaviour by shedding light on how sustainability influence work on social media can promote sustainable consumer practices. Additionally, it contributes to the field of activism research by offering insights into how social media can serve as an effective tool for advocacy. The research offers insights into the mechanisms of sustainability influence work, aiding comprehension, and strategic planning for digital activism. Further exploration is needed to fully understand the dynamics between actors and digital devices in sustainability influence work, particularly regarding issue mapping in the digital realm. Thus, this study illuminates the critical role of social media in shaping environmental sustainability, marking a significant step towards harnessing the full potential of online activism in the pursuit of a more sustainable environment.