This study aims to investigate how companies perceived as sustainable by consumers engage in sustainability communication on social media. An abundance of information is common in today's digitized society - how do you as a company push through the noise - especially, with a serious message that does not belong on social media? The basis for determining which companies succeed in their sustainability communication is based on the Sustainable Brand Index Report from 2022. The selection and criteria resulted in three companies from three different industries for our analysis: Naturkompaniet, Systembolaget and MAX Burgers. We have reviewed all companies' Instagram and after the selection, 5 Instagram posts from each company are analyzed. The analysis is based on theories about sustainable communication, emotions and cognitive load on the part of the recipient. Models that are explained and intended to be the basis for results and analysis are the Affect–reason–involvement model (ARI model) and the Communication via Syncretic and Analytic Cognition Scale (CASC scale) as well as the Limited Capacity Model of Motivated Mediated Message Processing (LC4MP). To answer the research question "How do Systembolaget, Naturkompaniet and MAX Burgers present their sustainability communication on Instagram?" and the sub-question "How do Systembolaget, Naturkompaniet and MAX Burgers use emotional aspects and how do they take into account the recipients' cognitive load in their sustainability communication on Instagram?" in relation to the theories, we use a thematic content analysis. The analysis resulted in four overarching themes found: Behavior Change, Memorable, Encouraging and Serious Undertone. The conclusion is that companies that carry out successful sustainability communication present their messages in a simple way which is easy to understand, often with humorous elements and relatable factors.

Increasing attention to sustainability and environmental concerns implies changes in consumer preferences, whereof companies need to provide offerings characterized with a focus on sustainability laden concepts such as the Circular Economy (CE), aligning with these changes. How to communicate sustainability has therefore become a focus of attention when formulating marketing strategies. However, sustainability is a complex concept and it could therefore be questioned whether everyone irrespective of, for instance, gender, age, education and other personal attributes perceive it similarly and display similar attitudes toward the concept. Based on a quantitative online survey with 1010 participants, this study examines the impact of personal attributes on the receptiveness of sustainability communication and customer loyalty in the context of Peer to Peer (P2P) marketplace platforms, and discerns how sustainability communication and customer loyalty are interrelated. Also, it explores whether sustainability communication from providers of P2P marketplace platforms can be considered to play a role in accelerating the transition to a CE. Findings suggest that personal attributes affect the receptiveness of sustainability communication and loyalty intentions, this was particularly evident for females and individuals living a sustainable lifestyle. The findings also reveal a positive relation between sustainability communication and customer loyalty, where environmental engagement, consistency between preferences for a certain appeal and actions made on the basis of the same preference, along with trustworthy content seem to strengthen that relationship. Lastly, the findings conclude that sustainability communication from P2P marketplace platforms providers can increase the number of individuals trading pre-owned items which implies for more people participating in resource-efficient activities, which ultimately fosters a CE. / Ökad uppmärksamhet kring begreppet hållbarhet och miljöfrågor innebär förändrade konsumentpreferenser med högre krav på hållbara lösningar, varav företag behöver erbjuda produkter och/eller tjänster som präglas av hållbarhet för att möta kundernas behov. Hur man kommunicerar hållbarhet har således blivit en viktig aspekt när företag utformar sina marknadsföringsstrategier. Hållbarhet är däremot ett komplext begrepp, varav det kan ifrågasättas om alla oavsett kön, ålder, utbildningsnivå och andra personliga egenskaper har en liknande attityd gentemot hållbarhet, och uppfattar hållbarhetskommunikation på samma sätt. Baserat på en kvantitativ onlineundersökning med 1 010 deltagare undersöker denna studie effekterna av personliga egenskaper på mottagligheten av hållbarhetskommunikation och kundlojalitet i kontexten peer-to-peer (P2P) marknadsplattformar, samt hur hållbarhetskommunikation och kundlojalitet står i relation till varandra. Studien undersöker också om hållbarhetskommunikation kan anses påskynda övergången till en cirkulär ekonomi. Resultaten från studien ger en indikation på att personliga egenskaper påverkar mottagligheten för hållbarhetskommunikation och konsumentens intentioner att vara lojal. Detta var särskilt påtagligt för kvinnor och individer som lever en hållbar livsstil. Resultaten visar även på en positiv relation mellan hållbarhetskommunikation och kundlojalitet, varav högre miljöengagemang, preferenser som går i linje med handlingar, och trovärdigt innehåll tenderar att stärka denna relation. Slutligen kan det konstateras att hållbarhetskommunikation kommunicerat av P2Pmarknadsplattformar kan öka antalet personer som säljer och köper begagnade föremål, varav fler människor deltar i resurseffektiva aktiviteter, vilket främjar övergången till en cirkulär ekonomi.