Social media in the age of anti-consumerism: An Instagram analysis of the Buy Nothing Day campaign

This thesis explores the movements against overconsumption, particularly in the post- COVID-19 era, with a specific focus on the anti-Black Friday movement observed on social media platforms. The study aims to investigate evolving perceptions and attitudes towards consumption, emphasizing the growing awareness of the negative consequences of excessive consumption and the need for more sustainable practices. The research employs mixed method with consisting of data mining process involving an automated sentiment analysis and an evaluation of the posts by thematic analysis, under the roof of the explanatory sequential research design. The findings reveal a predominantly positive sentiment towards anti-consumption, indicating a shift in consumer attitudes towards more mindful and sustainable consumption practices. After COVID-19, individuals have started to reevaluate their priorities, advocating for conscious consumption. The anti-Black Friday movements have gained momentum, challenging the traditional consumerist mindset and emphasizing the importance of responsible consumption. Social media platforms have emerged as powerful tools for expressing and disseminating anti-consumption sentiments. These platforms provide spaces for individuals to share their views, raise awareness, and mobilize others towards sustainable practices. Companies are increasingly recognizing the significance of corporate social responsibility (CSR) activities and efforts in the form of green marketing in order to meet evolving consumer expectations for sustainability and ethical practices. The research contributes to the existing literature regarding contemporary consumer attitudes and the role of social media in shaping public discourse on overconsumption. It highlights the potential for social media platforms to foster positive change by facilitating discussions and activism against excessive consumption.