Consuming Green in the Digital Age: Social Media, Artificial Intelligence, and Psychology of Sustainable Behavior an Emerging Economy

Most people say they care about the environment. Far fewer buy that way. The gap has been documented for decades and explained for almost none of that time.Drawing on four studies and more than two thousand consumers in Turkey, this book asks a sharper question: when do digital environments turn environmental concern into lasting behavior, and when do they fail?The answers reframe how we think about green consumption online. Posting about sustainability builds identity; scrolling past it only builds awareness, and the two lead to very different actions. AI transparency earns green trust, but privacy fear cuts that trust at its source. Economic pressure quietly weakens every digital pathway it touches.These findings come together in the Digital Green Conversion Model, a framework that treats null results as evidence and shows exactly where good intentions break down. It offers platform designers, marketers, and policymakers a way to build campaigns that change what people do, not only what they believe.A clear, evidence-based account of why awareness is not enough, and of what actually closes the gap.