Consumer participation in environmental brand activism on Instagram: A case study of consumers use of hashtags in relation to Oatly's Swedish campaign Ditch Milk.
Environmental brand activism has become a strategy applied by many brands to engage and take a stand in the issue of climate change. The aim is to spur a debate and spark an interest and collective action among the consumers (Sarkar & Kotler, 2018). However, environmental brand activism has not created the same kind of engagement and debate as other forms of brand activism (Manfredi-Sánchez, 2