How is the topic of circular economy communicated and perceived on social media? Systematic literature review. 2025

Social media is proving to be a key tool for communicating the circular economy (CE), as it enables the dissemination of information, the formation of attitudes, and the involvement of various stakeholder groups. Therefore, this paper focuses on researching the connection between the CE and digital communication on social networks. This paper employed a systematic literature review method, which facilitated the analysis of 42 scientific studies. The results show that social networks, especially X (Twitter), play a significant role in shaping attitudes, identifying barriers, and engaging stakeholders. The most frequently occurring topics are recycling, waste management, energy efficiency, and greenfluencing. The results suggest that CE communication must be transparent, data-driven, and tailored to each country's context to support a shift in consumer behavior towards sustainability. Additionally, social media is a suitable tool for raising awareness of the importance and impact of the circular economy.